In the mid-1990s, iRobot pitched an idea for a storytelling machine to toy maker Hasbro, Inc. The machine, a plastic-molded tableau with little characters surrounding child's book, could actually act out the story, with dialogue and gestures. It was "unbelievably cool." Unfortunately, it was also Unbelievably costly - total direct materials alone cost $3,000 Clearly, this toy was not destined for Toys "R" Us with a $19.95 price point. Hasbro turned thumbs down on the project, the result was that iRobot CEO Colin Angle