Rubik’s Brand Ltd. is gearing up to celebrate its 40th anniversary next year, and the makers of the iconic Rubik’s Cube will be doing it with a powerful new ally in its corner. The company appointed ChizComm as its new agency of record, tapping into the marketing and communications agency to lead the charge toward the 40th anniversary of its flagship product. ChizComm will manage consumer marketing programs and public relations strategies for Rubik’s globally, working alongside teams in each market in order to combine execution efforts.

“We are beyond excited to be partnered with such a universally classic and nostalgic brand,” says Harold Chizick, CEO of ChizComm. “The Rubik’s Cube has an incredible history and has been making memories around the world for the past 40 years. We look forward to working with the Rubik’s team internationally to continue propelling this brand forward into another decade.”

“40 years is a phenomenal milestone for the Rubik’s Cube and one that we intend to celebrate in style,” says Christoph Bettin, CEO of Rubik’s Brand Ltd. “Supported by ChizComm, we will bring the Rubik’s Cube, the brand, and the creativity into the hands of tomorrow’s cubers.”

The partnership between Rubik’s Brand and ChizComm’s is effective immediately.

Earlier this year, Rubik’s hired Bettin to serve as its new CEO. He previously founded toy distributor Marbel Ltd., which was sold to Hape Holdings AG in 2017 after 15 years. The company also sold a minority stake to Bancroft Investment, a European private equity firm