A Map of Each U.S. State and Much More
All of View-Master's third and most thorough state packet series.
Known to collectors as “map packets,” the State Tour Series was released by View-Master from 1964 to 1968. And they are quite popular with collectors so the less common packets fetch a premium when purchased individually.
This is the third and, in my opinion, most polished and complete version of View-Master’s various state tour packets. (We’ve covered the first and second recently.) Each map packet included a cover with a colorful map of the state, a booklet edited by mid-century bon vivant Lowell Thomas, and three reels with updated photos.
This product line was a sincere effort by View-Master to capture key elements of each state. They usually include photos of key historical sites, a photo of the state capitol, scenic photos that offer some sense of place (beaches, forests, plains, etc.), and important industries (farming, looks inside factories the produced whatever the state was known for, etc.).
The only thing about these packets: They’re almost too sincere for me. I like a little kitsch with my history. Another thing? They largely erase non-whites from the narrative. Or, they casually mention that the state has “a very large African-American population” but fail to feature any of those folks in photos! The gaping hole where diversity could and should be is an unfortunate feature across View-Master products of yore.
GAF acquired View-Master in 1966, so you can date the reels according to the logo featured on the cover. GAF’s endless cost-cutting in the late 1960s and 1970s meant that many of the less popular state packets were discontinued once they took over, but you can find many with either a Sawyer’s or a GAF logo.
You may also notice that Texas is missing. For some reason, a couple of states got a fanciful variation on this packet style. More on that below…
Now about the colorful treatment of Texas (and Michigan and Florida, as pictured above). My personal theory is that these three were among the first map packets created and they got three deep before realizing it was gonna take too much time and just switched to a style that was easier and less complicated to execute. I say that as a long-time magazine writer and editor: Sometimes you have to pick time over perfection!
Other key variants, from the top:
GAF adapted and released some of the popular state tour packets in a new style post-1968. The other state tour packets of that era have the same overall packet design.
Another example of the oddball GAF State Tour Series packet with a white oval logo.
Prior to the launch of the State Tour Series, there are a few packets in the “S5” style that bridged the gap between the two full runs of state tour packets. S5 packets are lovely because they feature a full photo cover with the title across the the top. They really emphasize some of the great photos of that View-Master published in that era.
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High Quality. You do a great job of sharing your knowledge. Thanks
I recently picked up a job lot, and this sent me running to look at what's in it. I have that Florida pack featured at the bottom, and it appears to be sealed/unopened. I also have the Pennsylvania pack; it just has Sawyer's, no GAF on it. Thanks for pointing this stuff out.