It’s pretty normal to see accessories for popular consoles, including the one SEGA TOYS is bringing to Japan: Poochi the Robotic Dog is an actual toy that can be controlled with a 3DS software, as you can see in the trailer below:
https://www.youtube.com/watch?v=02_82f69hGo
SEGA TOYS actually released the toy before, just with a different name: Wappy Dog. Activision released it for the Nintendo DS in 2011, where you can see in the trailer below:
