Chatty Robot Sparked Design Firm's Success

 

Three years ago Bill Tolar and his management/engineering team at Creative Systems Group Inc. in Atlanta produced a cylindrical object with a domed head and dangling arms that ran on a car battery. As soon as Tolar and his team added a two-way wireless radio, they were in the promotional robot business, with a product that resembled R2D2 -- the charismatic beeping robot of Star Wars fame.

Since then, the company, which designs and manufactures imaginative interiors for retail stores, has sold 350 remote-controlled robots at prices ranging from $6,000 to $15,000. Although he has competitors, Tolar, 33, claims his company's Fantasy Factory division, with 1981 sales of $700,000, is "the largest promotional robot factory in the world."

Coca-Cola has bought about 250 of the robots for its bottlers to use in mall appearances and similar events. Other customers include Arby's Inc., Kimberly-Clark Corp., and the National Pecan Marketing Council.

The robots are intended to create goodwill by chatting spontaneously with the clientele at trade shows, grand openings, supermarkets, hospitals, and sporting events. Such friendliness, Tolar claims, helps to circumvent the barrier people usually erect between themselves and corporate advertising. "The general public likes to think the robot is real," he says.

Creative Systems was an outgrowth of several earlier Tolar ventures. In high school he and a friend formed T&R Odd Jobs, a sign-painting and custom furniture business. As an engineering student at Georgia Tech, he joined his older brother to form Spatial Effects, a company that built lighting equipment for nightclubs.

Creative Systems, incorporated n 1974, now employs 18. "What holds people back in this world is that they question their abilities," Tolar claims. "We're the opposite. If you can dream up a product, we can build it."