A major new advanced robotics company is entering a new phase following a recent industry launch in Boston.
Dynamic Creatures has emerged from stealth mode to introduce a line of mobile character robots designed specifically for hospitality venues and tourist attractions. The business has secured an official partnership with Boston Dynamics as its designated entertainment and hospitality partner. Early engagements include active collaborations with a large theme park and a retailer to develop character experiences for guest environments.
The venture was co-founded by Marc Theermann, who previously served as chief strategy officer at Boston Dynamics and held senior roles at Google, alongside Farbod Farshidian, a robotics researcher and former research leader at the Robotics and AI Institute. During his tenure at Boston Dynamics, Theermann worked on scaling robotic systems commercially. Farshidian has contributed to learning-based control research, developing agile humanoid behaviour for the Atlas robot, high-speed quadrupedal movement, and simulation-to-real-world skill transfers.
Speaking on the commercial shift, Theermann noted that moving from laboratory research to reliable systems enables new guest interactions. “At Boston Dynamics, I saw what becomes possible when advanced robotics moves from breakthrough research to reliable commercial systems,” said Theermann. “We founded Dynamic Creatures to bring that capability into guest-facing environments. Our characters do more than perform for a crowd. They can respond to an individual and create small moments of wonder that people remember.”
Behaviour by design
The company’s offerings span character-based experiences built on existing robotics platforms and fully original robots tailored to specific brand requirements. This approach aims to bridge the gap between traditional stationary animatronics, which typically perform fixed routines for crowds, and task-oriented service robots focused on navigation or guidance. The mobile characters are engineered to interpret the context of an encounter and adapt responses to individual visitors during face-to-face engagements.
To power these interactions, the firm has developed SnowJay, an integrated operating system that combines robotics, learning-based control, real-time perception, behavioural programming, character design, and costuming.
Farshidian explained that system integration is central to natural operation. “Robust and fluid movement, perception and behaviour have to work as one system for a character to engage naturally in the physical world,” said Farshidian. “SnowJay brings those capabilities together, combining reliable robotic platforms with adaptive intelligence so each character can understand its surroundings and respond in a way that fits the person, place and moment.”
For attraction operators, platform-based characters built on existing machinery can be deployed within months, while leasing options provide alternatives to upfront capital investments. Alternatively, the team designs custom robots tailored to specific venue stories and creative guidelines.
“A rare combination of expertise”
The enterprise is supported by institutional investors including Eniac Ventures, Kindred Ventures, Heliad, Sunshine Lake, and BlueGrass Ventures, alongside angel investors Marc Raibert and Lukas Ziegler.
Amanda McMaster, interim CEO of Boston Dynamics, commented on the partnership. “Dynamic Creatures is opening an important new frontier for advanced robotics,” she said.
“As our official entertainment and hospitality partner, the company is combining proven robotic platforms with character design, adaptive behaviour and real-time interaction to create experiences the market has not had access to before. Marc and Farbod bring the rare combination of commercial and technical expertise required to turn that vision into compelling, guest-facing systems.”
Growth plan
To support its commercial expansion, the company has appointed Julie Barker as Chief Business Officer to lead business operations, finance, and people operations. Bringing over thirty years of strategy, advisory, and operational leadership experience, including nearly twenty-five years at Boston Consulting Group, Barker holds a bachelor’s degree from Yale University and an MBA from Harvard Business School.
Commenting on the appointment, Theermann noted that executive leadership will aid customer relationships. “Julie brings the strategic and operating experience needed to help us turn a strong market opportunity into lasting customer relationships,” said Theermann. “She will play an important role as we grow the business and bring interactive characters into more guest-facing environments.”
Barker has expressed enthusiasm for the sector. “The opportunity to combine advanced robotics with character and storytelling is incredibly compelling. I am excited to work with Marc, Farbod and the team to build the business operations that will support Dynamic Creatures’ growth.”
Operating from its headquarters in Boston, US, the company is initially targeting theme parks, location-based entertainment venues, hotels, resorts, casinos, museums, cultural institutions, cruise ships, and live performance spaces. Potential future deployment areas include luxury retail outlets and automotive brand experience centres, with use cases covering roaming entertainment, brand ambassadors, concierge guidance, and tailored visitor services.
