A place on Disney’s high-tech accelerator programme gave connected-toy manufacturer Sphero the opportunity to make its mark in movie history.
The Colorado, US-based firm was among the first wave of 10 companies to join the Disney Accelerator, which was launched in 2014. Backed by Techstars, the three-month scheme is aimed at media and entertainment technology startups. It offers up to $120,000 in investment capital per participant, along with mentor support from Disney executives, experienced entrepreneurs and potential investors.
Sphero had been involved with Techstars in 2010 – in fact, current CEO Paul Berberian joined the company after acting as one of Sphero’s lead mentors on the programme – and leapt at the chance to work with Disney.
But the benefits of doing so were not limited to financial backing and the chance to learn from senior Disney figures: Sphero’s involvement with the accelerator also led it to work on the recent Star Wars: The Force Awakens film, first to develop the robotic character BB-8, and more recently to market a toy based on the droid.
The partnership came about when Disney CEO Bob Igner sat down with Sphero staff to show them secret images of BB-8 that had been sent to him by the Star Wars production team at Lucasfilm, a Disney subsidiary.
The spherical BB-8 had a number of similarities with Sphero’s bestselling toy, also called Sphero, a three-inch robotic ball which can be controlled via a smartphone app. First, Iger asked the firm to come up with a working prototype for the movie; Sphero subsequently went on to work with Disney to design and manufacture a BB-8 toy, which hit stores late in 2015.
Speaking at the announcement of the Star Wars collaboration in April 2015, Berberian said: “What an incredible honour it is to work with the team at Disney on one of the most interesting new characters in the Star Wars franchise.
“Opportunities this significant are rare. If anyone can execute and deliver on an exceptional BB-8 experience, it’s our Sphero team in Boulder, [Colorado].”
Rob Maigret, Spero’s chief creative officer, added: “This is the beginning of a whole new category of consumer products. You can own a piece of the movie, have it in your home, and relive an experience that is authentic to the entertainment on the screen.
“Our hardware and software technology advancements make it possible to build the toys of the future now. We are deepening the user connection in ways that, until today, have only been portrayed in science fiction.”
Sphero completed its $45m series E round of investment in June 2015, bringing total funding to $80m. Disney was among the backers.
The Disney Accelerator ran its second programme in 2015 with support for a further 10 businesses. These included Open Bionics, a firm which creates low-cost, 3D-printed bionic hands for child amputees; and Imperson, which uses artificial intelligence technology to allow TV and movie viewers to interact with their favourite characters.
Disney said its accelerator was looking for “consumer entertainment experiences – innovations that will transform entertainment and media”. The scheme offers entrepreneurs design and technical assistance, guidance and mentorship on products, prototypes and sales pitches. But each company “must be capable of building their own business”, Disney adds.
The chance to be part of the latest instalment in the Star Wars series wasn’t the only advantage of being mentored by Bob Iger, Berberian said, recalling some useful advice the Disney boss gave him.
“Bob said, ‘hey, make sure you don’t make trombone oil: you can be the world’s best trombone oil manufacturer but you’ll always have a very small market. Make sure you’re always focusing on the biggest and broadest market possible.’
“As startups you can sometimes get hyper-focussed on a particular niche or on a particular customer who wants you to develop something custom for them. It’s a trap you can fall into pretty easily: so always step back and look at the bigger picture, at where are you taking this company.”