This week, Tesla's (TSLA, Financial) Optimus humanoid robot has become a cultural phenomenon, drawing attention from the company's expanding impact in popular culture rather than its autonomous driving aspirations.
The excitement started with great demand for Tesla's new $40 Optimus action figure, sold on its internet store. Designed like the Optimus robot, the souvenir features a tiny charging station and a toy Cyberhammer and has become a fan favorite right away. Driven by demand, collectors and aficionados for Tesla drove out the action figure in a few hours.
To heighten the buzz, Kim Kardashian highlighted Optimus heavily in her social media entries. While images showed her leaning on a Tesla Cybercab with an Optimus robot in the driver's seat, videos showed the reality TV icon chatting with the robot. The posts went viral, bringing Optimus front and center.
Real-world robotics innovation and pop cultural significance have combined to make Optimus a major marketing tool for Tesla. Although the company's relentless push for autonomous driving technology has eclipsed the robot, its recent ascent points to a much larger financial and cultural influence.
