Boneyard Media

Heartening changes in View Master marketing

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For view master fans, the last few decades have been a dark age in which the collectable packaging of the 60s – 80s (far left) was done away with in favor of bubble packaging that suggested – if you could even find them in stores – the reels’ disposability (middle left and middle right). A recent visit to the downtown target in San Francisco, though, got me feeling optimistic; not only were regional interest View Masters in stock and packaged in a new, durable sleeve (far right), but they were on prominent display, right behind the cash registers.

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