Today Sony announced teasers and a blog for a new "sound entertainment player" dubbed Rolly.

Update:
Sony Rolly ships international
Sony Rolly officially announced
Rolly video leaked.

Sony Rolly is supposed to be released in September. Sony fell for the stupid viral teasing, and supposedly community building marketing crap to introduce Rolly. No details have been revealed so far on what Rolly is.

Sony launched a site named Rolly Show, which features short weird video sequences. The second site is the Rolly Show blog, where we supposedly will learn more and more details about Sony's new player. Both new Sony Rolly sites are still only available in Japanese. At this point it is not clear if Sony is going to release Rolly outside of Japan.
Links: Rolly-Show site. Rolly-Show blog.