Ernõ Rubik (left), creator of the Rubik’s Cube with new Rubik’s Brand CEO Christoph Bettin.

London-based Rubik’s Brand Ltd. (RBL), the company that owns the global rights to the Rubik’s Cube, sold a minority stake to Bancroft Investment, a European Private Equity firm. The new partnership includes the recruitment of new CEO, Christoph Bettin, effective immediately. Bettin founded toy distributor Marbel Ltd, which was sold to Hape Holdings AG in 2017 after 15 years.

Since it was founded in 2013, RBL expanded the scope of Rubik’s through global merchandising partnerships and relationships with companies such as Google and Red Bull for events such as the Rubik’s World Championship. Last fall, a collaboration with McDonald’s brought Rubik’s-branded toys to Happy Meal boxes in select countries, encouraging kids to “play smart.”

Winners of the 2018 Red Bull Rubik’s Cup (Photo: Rubik’s Brand Ltd.)

“The Cube’s impact on the world and humanity is even more interesting to me than the puzzle itself,” says Ernõ Rubik, inventor of the iconic Cube.