V is for Viewmaster

Full series and process: 90s TOYpography
Website: noahcampdesign.com
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I still have a vintage View-Master from the 40s on my shelf. I used my View-Master constantly to learn about fairy tales and Disney stories as a kid.

William Gruber, an organ maker from Portland, Oregon, invented the View-Master by using two cameras strapped together to make 3D images. While visiting the Oregon Caves, he met Harold Graves, the president of Sawyer's, Inc. His company specialized in picture postcards. Together, they created the successful company that exists today.

In 1939, View-Master was first introduced at the New York World’s Fair. Intended as a souvenir, it was originally marketed through photo shops and stationery stores.

During World War II View-Master produced millions of reels for the U.S. Government that aided the military in airplane/ship identification and range estimation. Amid the educational slides, a few risqué pin-up images of Bettie Page found their way into circulation. The military word of mouth was great for advertising.

In 1951 View-Master acquired its main competitor, film-strip production company Tru-Vue, and with it the stereo licensing rights to all Disney characters. Graves and Gruber hit the jackpot. View-Master began offering three-dimensional images of the brand new Disneyland amusement park and stills from Disney movies and television programs. Once sales exploded, View-Master offered slide reels of virtually every major kids’ show and motion picture. Many of the now-classic TV “cult” shows of the 1960s were depicted on View-Master reels. Dark Shadows, Lost in Space, The Munsters, Time Tunnel and The Green Hornet are eagerly sought after by collectors.