Hasbro (http://www.hasbro.com) will enter the 3D entertainment category on April 3 with the introduction of MY3D, a handheld that allows users to attach their iPhone or iPod touch and immerse themselves in a 3D entertainment experience.

Touting both proprietary 3D technology and unique 360-degree content, Hasbro is bringing to market premium entertainment and gaming experiences for iPhone and iPod touch users, says Ira Hernowitz, senior vice president of marketing for Hasbro North America. The MY3D viewer will be exclusively available at Target stores and Target.com on April 3 and is expected to roll out to retailers nationwide in June 2011.

The MY3D viewer features two access openings which allow users to interact with the Multi-Touch display of the iPhone or iPod touch, and includes four different cradles to fit a user’s specific model of iPhone or iPod touch. The MY3D viewer is compatible with iPhone 3G, iPhone 3GS and iPhone 4 as well as second, third, and fourth generation iPod touch.

To experience MY3D, users must first visit the App Store and download available MY3D apps to their iPhone or iPod touch. The first available apps include MY3D Presents, MY3D 360° Sharks, MY3D Sector 17, MY3D Teleport L.A., MY3D Bubble Bolt, MY3D Tunnel Pilot, and MY3D Shatterstorm Once an app is downloaded, users can immediately begin to immerse themselves in the 3D content and/or 360-degree environment, says Hernowitz.

Each of these initial apps offer different experiences for users of all ages and interests including an underwater shark adventure, virtual tour of Los Angeles, galactic battles, and a tunnel race against time. With MY3D users can see through the eyes of a shark as they explore and hunt virtual ocean locations, experience the sights and sounds of the Santa Monica Pier, and man the gunner station of a space ship as they protect a vital section of the galaxy.

Hasbro is also working with some of the leading names in 3D entertainment including DreamWorks Animation, Sony, Twentieth Century Fox Home Entertainment, and Warner Bros. for potential custom content and theatrical trailers. The MY3D viewer will be available in either black or white for an approximate retail price ofUS $34.99. For more information visit MY3DNow.com .