SOURCE: Rethink Robotics

Rethink Robotics

June 19, 2012 09:00 ET

Heartland Robotics, Inc. Changes Name to Rethink Robotics

Company Cites Broader Mandate to Redefine Manufacturing Automation While Remaining Committed to the Promise of Keeping Factories in America

BOSTON, MA--(Marketwire - Jun 19, 2012) - Heartland Robotics, founded by iRobot co-founder Rodney Brooks to develop a new class of manufacturing robots, today announced that it is changing its name to Rethink Robotics, Inc.

Rethink Robotics is developing a new generation of robots to improve productivity in manufacturing environments. The robots will be intuitive to use, capable of autonomously sensing and adapting to their environment, versatile, and flexible. They'll be easy to buy, train, and deploy and will be much less expensive than traditional industrial robots.

"Though we changed to a name that better represents the breadth and impact of our vision, we remain solidly committed to the mission reflected in our previous name: keeping manufacturing jobs in America," said Rethink Robotics president and CEO Scott Eckert. "In fact, the robot we will announce later this year will be sourced and manufactured almost entirely in the USA."

Rethink Robotics products will reflect the company's new vision of a much more broadly adopted automation approach that will do for manufacturing workers what the PC did for office workers -- increase their productivity by giving them direct access to technological tools.

"Just as businesses had to completely rethink ways to use computers when the PC was first introduced, they will want to take advantage of opportunities created by this new class of robot," said Rod Brooks, chairman, founder, and CTO of Rethink Robotics. "With our robots, businesses will have the opportunity to rethink manufacturing, rethink automation, and rethink outsourcing."

About Rethink Robotics

Rethink Robotics, Inc. is developing a revolutionary new generation of intelligent robots to increase productivity and efficiency in manufacturing environments. Introducing robots into places that have not been automated before will make manufacturers more efficient, their workers more productive, and keep jobs from migrating to low-cost regions. Based in the Innovation District of Boston, Massachusetts, the company is funded by Charles River Ventures, Highland Capital Partners, Sigma Partners, Draper Fisher Jurvetson, and Bezos Expeditions, the personal investment company of Jeff Bezos. For more information about Rethink Robotics, please visit

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