Vivid scores a first with robotic toy that can ‘grow’

Toy company Vivid Imaginations and manufacturer Ugobe are gearing up for the launch of an interactive robotic dinosaur, which will be marketed as the world’s first “designer Life Form”.

The Pleo, which will be launched in June, will be able to interact with its owner and will grow up with them.

It will be aimed at children aged eight years and over, and will cost about £250. It is expected to be one of this year’s must-have toys.

It will be backed by a major marketing push including a television campaign around the Christmas period.

Pleo has been in development for three years and replicates a one-week old infant Camarasaurus from the late Jurassic period. It advances through life stages and develops a personality through user interaction. If owners treat him well, he will grow to be friendly and outgoing. If they treat him badly he becomes timid or aggressive.

Pleo explores his environment and learns as he “grows”. He is capable of displaying emotions such as joy, aggression, sorrow and fear. The toy can also yawn, sigh, sniff, snore, cough, hiccup and sneeze. At first, Pleo walks around to get used to his surroundings but may cry if frightened or scared. He can also stretch when waking up and stomp his foot when angry.

Ugobe founder and Pleo inventor Caleb Chung, who was also a co-creator of the Furby, says: “Pleo is the first truly autonomous life form capable of emotions that allow personal engagement.”

Ugobe has likened its business to Pixar, saying that Ugobe will create lifelike characters with robotics, jut as Pixar does with CGI.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here