Mattel is currently developing a movie based on the toy, View-master. Mattel is the toy company behind BarbieWhich famously received a 2023 film adaptation that made over $1 billion and became the highest-grossing movie of its release year. The View-Master is another Mattel toy, whose first models were released in 1939. With the classic toy, users can keep their eyes up to the device and click through a series of images that they can see through tiny stereoscopes.
According to The Hollywood ReporterMattel is Developing a film based on View-Master. it will be a live action movie, whose title has not been revealed yet. The story is said to be a “Four-quadrant family adventure filmAlthough no further plot details have been revealed. Mattel Films will develop this with Escape Artists, which is led by Todd Black. Black serves as a producer on the film along with Jason Blumenthal, Steve Tisch, Tony Shaw, Kevin McKeon and Arturo Thur de Koos released the following statement about the View-Master film:
View-Master has long been a window to the wonders of the world, sparking imagination in kids and adults. Teaming up with Robbie Brenner and Mattel Films gives us the opportunity to honor that legacy while creating an entirely new adventure for today’s audiences.
In addition to Schwartz’s statement, Mattel Films president Robbie Brenner also released a comment about the film:
View-Master has inspired generations to embark on boundless adventures, and offers a treasure trove of storytelling possibilities for the film. We are thrilled to be working with Sony Pictures Entertainment and Escape Artists’ Todd Black to bring this Mattel franchise to life. Their creative and filmmaking expertise set the stage to introduce a modern take on the beloved toy to audiences everywhere.
What the View-Master movie development means for Mattel’s toy movie plans
Mattel makes many toy-based films
Following Barbiesuccess, Mattel revealed multiple plans for a toy-based film adaptation. However, the announcement came with criticism from pundits and film commentators. Some pundits expressed how this was the wrong approach Barbies success. Rather than looking at it as an achievement for women and films after the COVID-19 pandemic, it seems that Mattel is credited with the success due to the popularity of toys. Although the toy brand never suggested that was their takeaway, another toy-based movie from Mattel raises the question of their priorities and capitalization on the toys-to-film approach.
Related
View-Master will be released amid an onslaught of toy-based content in development. This includes Films based on Rock ‘Em Sock ‘Em Robots, Hot Wheels, Polly Pocket, The Magic 8 Ball, and a Matchbox movie. One of their other upcoming projects, Lords of the UniverseAlso set to be a collaboration with Escape Artists, who are working on the View-Master movie. As the movies will be released in the upcoming years, it will be interesting to see if Mattel is right to mass-produce toy movies.
Our take on the View-Master movie
View-Master seems difficult to adapt
Seeing news of another Mattel Films toy movie doesn’t surprise me, I have to say a View-Master movie is somewhat unexpected. Although a View-Master movie was previously floated by MGM in 2019, it seems like one of the less inherently adaptable toys. Dolls, or even robots, can be made into anthropomorphized characters, but a View-master presents a much greater challenge. This only makes the eventual adaptation even more intriguing as development continues on the project.
Source: THR