The toy-maker has just unveiled its newest creation, My3D, a pair of 3D glasses with a slot for an iPhone or iPod touch. It promises to deliver 3D content and 360-degree gaming.
The Associated Press reports that the device is expected to retail for $30 and will be available in the spring. As CNET notes, the device has the appearance of a View-Master, but it's targeted at both kids and adults.
The AP reports that Hasbro was "guided by Apple during the development" of the product; 3D devices and add-ons have a lot of potential, but in the home setting, it becomes a question of available and valuable content.
According to the AP, Hasbro says it is working with Dreamworks Animation to develop material. Dreamworks Animation has a number of successful 3D animated hits under its belt -- including the recently released Megamind.
Hasbro also says it will use content from 3D TV networks like the Discovery Channel and other content from Sony and IMAX. Other partnerships include the Los Angeles Convention and Visitors Bureau, where 3D travel experiences are being created.
The appeal for movie and television studios seems pretty clear -- this is a way to promote upcoming 3D content in theaters or give users a taste of 3D entertainment at home. The bigger question, however, is if there is enough of a lure for consumers to purchase this sort of content and device -- and just as importantly, if this is attractive to app developers.
Creating 3D content isn't inexpensive and that's one of the hurdles that non-video content creators continue to face. For something like My3D to succeed, there need to be games and content that goes beyond advertisements for feature films.