Another Mattel toy line is coming to the big screen.
The toymaker is teaming up with MGM to develop a live-action movie based on the classic toy View-Master. Mattel’s feature arm, Mattel Films, and MGM will co-produce the feature film, with Mattel’s head of film Robbie Brenner and MGM’s co-president of production Cassidy Lange both overseeing the project. No writer or director is currently attached to the film.
Launched at New York World’s Fair in 1939, View-Master is a stereoscopic eye device that originally brings 3D images of tourist attractions to the masses. It then became a childhood staple in the 1950s when a licensing deal with Disney was struck. Latest versions of View-Masters now involve smartphone tech as well as virtual reality.
“Since the 1940s, View-Master has inspired wonder and joy in children of all ages, creating huge opportunities for storytelling,” said Brenner in a statement. “MGM Pictures has tremendous expertise and a proven track record in capturing audiences’ imagination through film, and we’re proud to be partnering with them to bring another Mattel franchise to theaters.”
MGM’s motion picture group president Jonathan Glickman added: “We couldn’t be more excited to partner with Mattel to create a family adventure integrating the old school turn and click stereotypic device with the modern world of virtual reality.”
The View-Master movie isn’t the first movie collaboration between Mattel and MGM. Just this February 15th, it was announced that both companies are also partnering up to develop a movie based on the American Girl brand.
Outside of MGM, Mattel is also developing two separate live-action movies based on Hot Wheels and Barbie, which will star Margot Robbie. Mattel also has an ongoing collaboration with Sony Pictures for a reimagining of Masters of the Universe, which is based on the toy line of the same name that was previously adapted for an animated TV series.