According to Variety, Mattel is officially working on a live-action film about its 1940s-era 3D stereoscopic toy in collaboration with Sony Pictures and Escape Artists (the folks behind The Equalizer 3 and Mattel’s long-delayed live-action Masters of the Universe Amazon film).

Yes, it’s happening, the toy company Mattel behind Barbie and Hot Wheels, is developing a live-action feature film based on the stereoscopic image device View-Master. The film project is set up at Sony Pictures with Escape Artists producing.

Master” feature film with Sony Pictures Entertainment and Escape Artists based on the company’s timeless 3-D image toy, the company announced on Wednesday. View-Master has entertained children and adults since its introduction in 1939.

Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, i

Sony Pictures and Masters of the Universe producer Escape Artists are developing a live-action film based on the classic Mattel toy View-Master.

Mattel Films will partner with Todd Black’s Escape Artists on the project that is set up at Sony Pictures. Described as a “four-quadrant family adventure film,” the feature is based on the stereoscopic viewing device that allows users to collect 3-D reels with thematic images. It was first introduced to the public in 1939.

Mattel, the toy company behind brands (and movies) like Barbie and Masters of the Universe, is now looking into making a movie based on another of their signature products: View-Master. The durable kids toy has been on store shelves for decades.