Japanese electronics giant Sega has launched a direct challenge to Sony's position as the premier supplier of robotic dogs to with the creation of its own brand of computerised canine.
The quaintly named Poo-Chi robot from Sega will scrap it out with Sony's AIBO robot dog for the affections of robot animal lovers worldwide.
The AIBO, launched by Sony on 1 April, 1999, was aimed mainly at the well-off gadget freak retailing for the princely sum of $2,500 (£1,550). The Poo-Chi is much more modestly priced at just $28 making it an ideal replacement for anyone tired with a boring old organic dog.
Poo-Chi is naturally, however, a far "simpler" design according to Sega. It responds to external stimuli such as sound and light but its "moods" are represented by shapes appearing on a small visor on the robot's face.
This battery controlled brute is available in blue, pink or green plastic. It is 7-inches long and weighs just 13 ounces.