page_title: View-Master
section_title: 1950s
hierarchical_section_title: View-Master / History / 1950s
caption_attribution_description: English: A Sawyer's model G View-Master viewer from the pre-GAF era.
context_page_description: View-Master is the trademark name of a line of special-format stereoscopes and corresponding View-Master "reels", which are thin cardboard disks containing seven stereoscopic 3-D pairs of small transparent color photographs on film. It was originally manufactured and sold by Sawyer's.
  The View-Master system was introduced in 1939, four years after the advent of Kodachrome color film made the use of small high-quality photographic color images practical. Tourist attraction and travel views predominated in View-Master's early lists of reels, most of which were meant to be interesting to users of all ages. Most current View-Master reels are intended for children.
context_section_description: In 1951, Sawyer's purchased Tru-Vue, the main competitor of View-Master. The takeover eliminated the main rival and also gained Tru-Vue's licensing rights to Walt Disney Studios. Sawyer's capitalized on the opportunity and produced numerous reels featuring Disney characters. The takeover paid off further in 1955 with reels of the newly opened Disneyland.
   Joe Liptak was the artist responsible for most of the Disney and the early Hanna-Barbera reels.
  In 1952, Sawyer's began its View-Master Personal line, which included the View-Master Personal Stereo Camera for users to make their own View-Master reels. It was successful at first, but the line was discontinued in ten years. This line spawned the Model D viewer, View-Master's highest-quality viewer, which was available until the early 1970s, and the Stereomatic 500, View-Master's only 3D projector. The other projectors were 2D and used only one of the images.
  The Model E was introduced in 1955 with a more modern design, big ivory buttons on the picture changer levers, and a large "V" slot on top for easier reel insertion. It was released in brown and black in the United States, and some other colors elsewhere. It was about 4 inches high, 5 inches wide, and 4 inches deep.
  The Model F was introduced in 1958. It used C-cell batteries to power an internal lighting source. Industrial designer Charles "Chuck" Harrison led the team designing the Model F View-Master. Fifty years later in 2008, Harrison won the Cooper-Hewitt Lifetime Achievement Award.
caption: A model G View-Master viewer from the last years of the Sawyer's era
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