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.”