View-Master custom reels started in the era of the blue ring reel. Commercial and private issues have been produced for a multitude of reasons, commercial advertising being the most prevalent. Weddings, medical applications, and other special events also account for a fair number of these reels.

Early reels were able to be ordered in small numbers of 25 , thus making them very hard to find. Later reels were usually produced in lots of 1000 or more but are still hard to find.

Fisher Price who now owns the View-Master product stopped production of all custom
and commercial reels on November 12, 2008.

A fantastic alternative does exist:

Former View-Master staff photographer Rich Dubnow has been producing custom reels since the closing of the Portland, Oregon plant. His company Image3D does runs of all sizes starting with as little as ten reels.

The reels are not the usual View-Master format, but are more like a huge slide.
The reels will work in all standard viewers. Other 3D formats are also available.

Information can be found at the company web site Image3D