Mattel is now working on a live-action View-Master film with MGM

Mattel is to develop a live action motion picture based on its classic toy line View-Master.

The global toymaker revealed that it was to work with Metro Goldwyn Mayer Pictures – already a partner on a current American Girl big screen adaptation – on the new project.

View Master has a 75 year heritage of bringing pictures to life through the wonder of 3D, and more recently AR technology, and in 2011 was named one of the 100 All Time Greatest toys by TIME and inducted into the National Toy Hall of Fame.

Both Mattel Films and MGM will produce the film, while Robbie Brenner, Mattel’s head of film and Cassidy Lange, MGM’s co-president of production will oversee production.

“Since the 1940’s, View-Master has inspired wonder and joy in children of all ages, creating huge opportunities for storytelling,” said Ms. Brenner.

“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. This marks another important milestone as we transform Mattel into an IP-driven, high-performing toy company.”

Jonathan Glickman, MGM’s president, Motion Picture Group, added: “View-Master was the first device that allowed families all over the world to escape their reality and take them places they never thought they could go.

"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."

This is the second recent collaboration between Mattel Films and MGM, following the companies’ recent announcement to create a feature film based on the belovedAmerican Girl brand.

Mattel recently announced an upcoming Hot Wheels live action motion picture and the Barbie feature-film starring and co-produced by Academy Award-nominated actress Margot Robbie, both in partnership with Warner Bros. Pictures.

Mattel has also partnered with Sony Pictures for a reimagining of Masters of the Universe, based on Mattel’s beloved toy line which became a successful animated television program.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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