My3D is like a modern version of their old ViewMaster device. It works by holding your iPhone or iPod Touch at the end, and making the display look 3-dimensional. Free stereoscopic apps are already available, such as My3D Presents (a demo app), My3D 360 Sharks, My3D Sector 17, My3D Teleport L.A., My3D Bubble Bolt, My3D Tunnel Pilot, and My3D Shatterstorm.
Hasbro is already working with Dreamworks, Sony, 20th Century Fox, and Warner Bros. to bring 3-D movie trailers to the My3D as well. Beyond movie trailers, we can expect a host of 3-D games to follow. My3D is compatible with the iPhone 4, iPhone 3GS, and iPod Touch (3rd and 4th generations).
source: Hasbro via Electronista