Morning Brew Daily 'Roomba' Maker iRobot Files for Bankruptcy & ‘Zootopia 2’ Rakes in $1B
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Dec 16, 2025 Discover the intriguing reasons behind iRobot’s bankruptcy and what it means for their future. Dive into Ford’s struggles with electric vehicles and a staggering $19.5 billion write-down. Learn how Zootopia 2 broke the $1 billion mark, especially in the booming Chinese market, thanks to savvy marketing. Plus, uncover the rising demand for corporate 'storytellers' and why companies are willing to pay top dollar for excellent narrative talent. Stay informed with some vital headlines to kickstart your day!
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Roomba's Fall Signals Bigger Forces
- iRobot's bankruptcy reflects globalization, antitrust, AI, and tariff pressures converging on a pioneer brand.
- Despite struggles, iRobot still controls 42% of the U.S. robo-vacuum market and remains a category leader.
From MIT Labs To The Roomba Phenomenon
- iRobot began as a 1990 MIT project where researchers studied insect movement and later deployed robots for military uses and disaster response.
- The team launched the Roomba in 2002 and sold over 50 million units, creating the consumer robot category.
Failed Amazon Deal Changed The Trajectory
- The failed Amazon acquisition is a pivotal moment in iRobot's story and shaped its eventual ownership outcome.
- European antitrust concerns blocked the deal, which critics now say may have cost iRobot a needed lifeline.
