At this time of year, with dark and colder days interrupted by family gatherings and festivities, attention is often turned to the plight of the elderly and the feelings of loneliness that can become overwhelming. To tackle this worldwide problem, Hasbro has unveiled a line of lifelike robotic companion pets marketed at senior citizens.
Created by the producers of My Little Pony and Transformers, the cat toys do not requiring feeding or bathroom breaks, and react to affection. The Joy For All companion pet cat available for $99 (€93), with testimonials on the company's website claiming it is a huge success.
"So for some time now, when the grandchildren have come, their interaction with my husband is very quick, very cursory, and they don't know what to say," Anna S. says. "It's "Hi, how are you?" They're gone. And then, with this, they came and sat down and they talked and they had something to talk about. Something happy. And again, it takes that pressure off. And then to have him respond in a positive way, that even makes it go a little further."
Hasbro has kept quiet about how the cat toy works, but has said that it is packed with new vibration technology that enables the toy to react in ways that are very realistic. The robotic cats purr and move their heads in the direction of any touch, as if to demand more affection. If the owner continuously pets the cat’s back, it will even roll over so it can receive a belly rub.
Battery powered, when the cat is left alone for a few minutes, it will automatically close its eyes and fall asleep to preserve its battery life for as long as possible.
The Joy For All cats are sold under the slogan, ‘Why should kids have all the fun?’, and are marketed as a relaxation device, designed to make users feel happier and less alone upon hearing the mewing of the cat’s response to their touch. Unlike real feline pets, Hasbro is pushing the idea that owners won’t need to bend over to empty the litter tray, and the Joy For All’s synthetic fur won’t cause any allergic reactions.
The cat toys marks Hasbro’s first product launch aimed solely at the elderly. The US toy giant said its inspiration to develop the product came from feedback that showed older people were already using a number of the toy line’s products. Hasbro then carried out research with carers and care workers all across the US to refine the design.
"We heard from seniors across the country that companionship was important to their happiness,” said Ted Fischer, vice president of business development at Hasbro.
"While it's not a replacement for a pet, the Joy For All Companion Pet cat is a life-like alternative that can provide the joy and companionship of owning a real pet, without the often cumbersome responsibilities."
Hasbro’s foray into the robotic animal market designed to give comfort to the elderly is not the first product to hit the market. In 2001, PARO, a therapeutic robot baby harp seal, was launched in Japan, and is now classified as a medical device used by people living with dementia is hospitals and care homes.
Costing €5,700 per unit, PARO has sensors enabling it to react to touch and sound, and can even be trained to respond to the unique name its users give it.
It is estimated that as many as 25,000 elderly people in Ireland struggle with loneliness, which has been proven to be detrimental to health and well being. Anyone struggling with feelings of isolation is invited to call the Senior Help Line on 1850 440 444.
