When you think of iconic toys and games, few come immediately to mind as the Rubik’s Cube does. The puzzle’s colorful design is both simple and complex, and it lends itself to a multitude of possibilities that transcend the toy department and have propelled Rubik’s to become a truly global lifestyle brand.
Created by Professor Ernő Rubik in 1974, the original Rubik’s Cube became a craze in the 1980s, cementing itself as part of the cultural lexicon as millions of players became Cubers. “The Rubik’s Cube is a piece of art. It comes to life when we attempt to discover our own solutions to the vast complexity of the challenge,” Rubik says. “It speaks to the universal values in human nature: curiosity, perseverance, and ingenuity.”
After being marketed by several different companies over the years, Spin Master acquired the Rubik’s brand in 2021 and immediately plotted a course to celebrate its legacy with a new range of products and activations that honor 50 years of curiosity and fun.
This year, Spin Master is backing Rubik’s with a year-long campaign designed to spark excitement in the next generation of problem solvers as it debuts a full range of new products that honor the past while looking into the future.
Tapping into the Cube’s place in pop culture history, limited-edition collaborations will emerge featuring the likes of Hello Kitty, The Beatles, Albert Einstein, Barbie, and more in addition to partnerships with brands such as Levi’s, NBALAB, U.S. Soccer, Mercedes Benz, Heelys, Tetris, and G Fuel. And, later this year, Spin Master’s Digital Games creative center will unleash Rubik’s Match, a mobile game developed by Nørdlight Games, the company’s Stockholm-based digital game studio.
“As we celebrate this remarkable milestone, we will honor the Rubik’s Cube’s enduring global impact, inspiring new generations to explore the cube and encouraging past generations to rediscover it,” says Doug Wadleigh, Spin Master’s President of Toys.
It’s time to Make Your Move.
SEE WHAT’S NEW FOR ’24 FROM RUBIK’S:
RUBIK’S 50TH ANNIVERSARY RETRO CUBE
Displayed in a replica of the 1980s issue packaging, this blast to the past is decorated with the original Rubik’s Logo and classic-colored stickers. The yellow side of the cube has been replaced with a deep gold in celebration of this momentous occasion.
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RUBIK’S SENSORY CUBE
Launched in partnership with the National Federation of the Blind, this unique 3×3 cube has a distinguishable tactile shape for each color and is designed to be inclusive for the visually impaired community — even the packaging includes braille.
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RUBIK’S GRIDLOCK
With blocker pieces in place, the objective of Rubik’s Gridlock is to fit all the pieces onto the board to solve each puzzle. Includes 44 double-sided puzzle cards that range from beginner to expert.
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RUBIK’S CUBERS
Kids can collect, solve, and display these puzzle characters including Batman, Iron Man, Spider-Man, and Black Panther. These cubes are fully functioning and come with a body mount and accessories that match each character.
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WEDNESDAY CUBE
This collector’s item pays homage to Wednesday Addams and features a monochrome color scheme and a Thing display stand.
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RUBIK’S 3X3 SPEED CUBE
This 3×3 Rubik’s Speed Cube is redesigned for competition use, featuring stickerless panels in signature Rubik’s Speed colors, internal magnets for enhanced stability, and adjustable tensions to find your ideal movement settings.
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RUBIK’S CONNECTED X
Physical and digital play combine with this Bluetooth-capable 3×3 cube that connects to the companion Rubik’s Connected X App. Cubers can learn and improve their cubing skills through the app by tracking, recording, and timing their abilities as a cuber. Then they can connect with friends through the app to go head-to-head to see who…
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A version of this feature was originally published in the February 2024 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
