Rolly Rolls into the U.S.

by Team Sony 05/20/2008

It’s here! Sony’s Rolly Entertainment Player — with its artificial intelligence, dance movies, flashing lights, color displays and, of course, great sound — has finally made its U.S. debut. Check out the guest post below by Mitch Li, senior product marketing manager for the Rolly. And then visit or one of our Sony Style stores around the country to see Rolly’s moves and hear its music for yourself. I think you’re in for a real treat. Enjoy and let us know what you think.

Rolly is a device that is, in many ways, really hard to describe. On one hand, it’s a music player – it has 2GB of embedded memory and plays music aloud with great clarity. However, on the other hand, it’s also a robot, sharing technology that was created for Aibo products. In many ways, it’s truly an “experiential” device in that you can not only hear your music, but see it as well. It is this visual aspect that sets the Rolly apart- it really can dance to the music.

Rolly is able to dance by attaching choreography to a song. Using the Rolly Choreographer software, you can use the automatic choreography provided, or customize your own choreography to your favorite music tracks (DRM-free MP3 or AAC tracks). To automatically choreograph a song, a push of the button will accomplish this task; the software will analyze the song and assign choreography to match the beat of the music. If you’re the next big choreographer, you can try to choreograph your own routines by using the software. Because you can move Rolly in multiple ways, the number of possible moves is endless. To assist you in the process, the Rolly Choreographer software has a preview screen where you can listen to the music and watch the choreography performed by an animated Rolly. Whether you choreograph the music yourself, or have the software choreography it for you, it’s fun to watch Rolly come to life to your favorite songs.

Not only does Rolly use audio technologies that are the hallmark of Sony, but it integrates wireless technology (Bluetooth) and robotic technology from the Aibo group (noise control engineering). In this way, Rolly does integrate many of the latest/greatest technologies into one device.

Coming in two colors, white and black, the Rolly will retail for $399.99. I invite you to check one out at a SonyStyle store, or check out (Check back soon because we’ll have some fun videos featuring the Rolly). Based on initial reactions, we think Rolly really does deliver a fun and unique experience.

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  1. guest_user wrote: May 21, 2008 10:58am

    Congrats on rolling the Rolly into the US…finally! I have been enjoying the little guy imported
    from Japan for a while, it is really a new category of audio robotic products Sony has brought to us
    since Aibo (I miss that dog too!) which could dance pretty good and read your RSS feeds or emails to
    you, the only thing is you could not assign motion to Aibo, his dances were preset.
    Anyways, a few questions and corrections:
    Question 1: In your post Aibo group was mentioned a couple of times, does it mean it still exists?
    Will there be any other new robotic developments in the near future?
    Question 2: Will you be selling any accessories for Rolly, like carrying cases, extra batteries,
    charging cradle and color caps?
    Corrections: on under Specification tab it looks like the Specs refer to Japanese
    Rolly (mentions ATRAC3 and ATRAC3 Plus for Audio) and the Memory type is mentioned at 1 Gig, instead
    of 2 GB. Also under Learn More about Rolly Park, there is a spelling error, where there is a
    description of how to Transfer Motion files to Rolly Choreographer software (they called it Rilly Chor.)

    On the side note: I was a bit disappointed at the pricing of Rolly. I mentioned that before when you
    guys introduced Rolly at CES: be careful on its price tag: it can either kill your product or make
    it successful. $399 is pretty steep for an MP3 player with only 2 Gigs of memory. Think about it:
    would a teenager you are targeting here buy a Rolly or PS3 – same pricing but PS3 is offering much
    more entertaining capabilities. I understand they are 2 different product categories, but a young
    man would be looking at his hard earned money and make his/her decision based on the fact I
    mentioned above.
    Thanks for listening to me!

    Sony Loyal,
    Stan M.

  2. guest_user wrote: May 21, 2008 6:45pm

    Hi Stan,

    Thanks for pointing out the corrections. Our team noticed them early on and are currently in the process of correcting them. Also, Rolly accessories will be available on

    -Blog Moderator

  3. guest_user wrote: May 23, 2008 11:52am

    Hey guys,
    It’s me again. Just an idea for marketing Rolly into the masses: run Rolly commercials during the
    show that just started again called “So you think you can dance?” on FOX. I think it would be a
    great way to show off Rolly and its moves.
    I wish you ran a commercial on American Idol finale, as that last show attracted millions of viewers.
    Happy Weekend!
    Stan M.

  4. guest_user wrote: July 16, 2008 8:23am

    Hi, I’m Gabbry from Florence, Italy
    I’ve bought Rolly in Tokyo on April and I would download software in english Coreographer 1.0

    Where can i download it?


  5. guest_user wrote: July 17, 2008 4:07pm

    Unfortunately your Japanese Rolly is not compatible with the English version of Rolly Choreographer,
    so even if you found the software download, it would not work. Sorry.
    Stan M.

  6. guest_user wrote: July 28, 2008 3:22pm

    thanks for your answer, i’ll going to learn japanese for use Rolly motion editor!


  7. guest_user wrote: August 21, 2008 5:21pm

    To the Rolly Team:
    I was wondering if there are any updates or FW upgrades that you guys have in store for Rolly? How
    is it doing in general on the market? I have recently shown Rolly to my students in 2 classes I
    teach and it was a real hit! I was surprised that no one even knew what Rolly was! When I put Rolly
    in action, everyone was in awe and had a really good time watching him dance.
    I just wish Sony reduced the price and marketed it well in the US, otherwise I would hate to see
    this product disappear from your road map….

  8. guest_user wrote: September 2, 2008 1:09pm

    Suggestion for enhancing the Rolly’s abilities, via firmware update.
    How about a way to control rolly’s motions remotely, say via a ps3 controller?

    It would be nice if Sony would make more of an effort to have there gadgets work with each other.

  9. guest_user wrote: July 11, 2009 12:31pm

    I have just bought this off ebay but no choreography software. anyone know where i can download it?



  10. Gius wrote: April 1, 2014 7:56am

    anyone knows where to find motions for rolly choreographer? i found my rolly in box at home that i forgot about 6 years ago and noe i’d lik to use it :-)


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