This is one of those concepts that has noble intentions — I think — but comes across as just a little weird. Maybe a whole lot weird. It's a mobile phone pillow/robot with inbuilt vibration motors designed to make mobile calls a lot more personal.
I get what they're trying to get at here, although I can't help but think that the comment that "most people hold it that way" is a little obvious; the phone's in the robot/pillow's head, so there's really no other comfortable way to hold it except for hugging it. [YouTube via Akihabara News]