But View-Master was an improvement over the traditional stereograph it offered seven stereo views on each reel, compared with the stereograph's one view per card, and provided them in color by using Kodak's (then-) new color transparency film, Kodachrome.įrom 1939 to 1950, View-Master reels were sold individually. The toy was a successor to the stereograph viewer popularized in the 19th century by Oliver Wendell Holmes. View-Master began it's commercial life in 1939 as a home-entertainment medium intended for adults and was invented by William Gruber and marketed by Harold Graves through Edwin and Fred Mayer's photo-finishing, postcard, and greeting card company, Sawyer's.
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