Rubik's Cube

The Rubik’s Cube is hitting the a big milestone, turning 40 years old next year, and Rubik’s Brand will celebrate the anniversary with a range of special events, new products, and partnerships.

Rubik’s Brand will launch a new twisty puzzle created by Ernő Rubik; a series of brand collaborations and global licensing deals, influencer, and ambassador programs complemented by a multi-channel social media strategy; a global TV campaign; and a 20 month PR campaign.

Speaking about the partnership, Smiley CEO Nicolas Loufrani said, “It is the only retro game to still be a massive hit with new generations of kids and teens. His creation is above all a work of art, a symbol of pop culture and this is what made me want to bring the talents of the Smiley studio to leverage this fabulous legacy and work on a brand extension strategy.”

About the author

Jackie Cucco

Jackie Cucco

Jackie Cucco was a Senior Editor of The Toy Book, The Toy Insider, and The Pop Insider. She covered toy trends, pop culture, and entertainment news, and made appearances on national and regional outlets, including CBS, WPIX, News 12, and more. Jackie spends her time watching horror movies and working her way through every Stephen King novel out there.