Roomba Creator Unveils ‘Familiar Machines & Magic’ Robotics Startup

iRobot co-founder Colin Angle has just announced the launch of his new robotics startup ‘Familiar Machines & Magic.’ The startup introduces a new category of technology called Consumer Physical AI headlined by a robotic companion known as a “Familiar.”

During a live conversation at The Wall Street Journal’s Future of Everything conference, Angle officially brought his new startup FM&M out of stealth mode. The startup’s goal is to create “Artificial Life” that people actually want to live with.

Angle explained that unlike the industrial humanoid robots currently being developed by companies like Tesla or Figure, a Familiar is not designed to fold laundry or work in a factory. Instead, it is a quadruped robot, roughly the size of a bulldog, covered in a touch-sensitive, plush coat. It features doe-like eyes, bear-cub ears, and 23 degrees of freedom that allow for remarkably lifelike and.

During the unveiling, Angle demonstrated how the robot can perceive its environment, adapt to a user’s daily habits, and even offer a greeting stretch that invites a pat or a hug. It is a machine designed specifically for trust, memory, and long-term companionship.

Angle noted that while iRobot proved that robots could deliver utility at scale, the industry has struggled to move beyond basic chores. Familiar Machines & Magic is taking an EQ-first approach. By blending personality and memory with physical motion, these robots are designed to form long-term, emotionally intelligent relationships with their owners.

Angle isn’t embarking on this journey alone. He has assembled a leadership team of robotics veterans, primarily from iRobot’s original core. This includes co-founder Chris Jones, who served as iRobot’s CTO, and Ira Renfrew, who led product teams at both Amazon and iRobot. The company also includes Herman Pang, the manufacturing expert who oversaw the production of the first two million Roombas.