Source: Spin Master

The 40th anniversary of Rubik’s Cube will come to a close with the start of a new era for the iconic toy.

Toronto-based Spin Master Corp. inked a deal to acquire London-based Rubik’s Brand Ltd., owner of the Rubik’s Cube and its related assets. The deal is expected to close on Jan. 4, 2021, marking the 22nd acquisition since Spin Master was founded in 1994.

Rubik’s Cube was invented by Ernő Rubik in 1974 and launched globally in 1980. The Cube quickly became a global icon, selling hundreds of millions of units and going on to become a STEM-accredited puzzle, noted for supporting brain development and cognitive skills.

“There are many growth opportunities for Spin Master with the Rubik’s brand as we transition to a blended model of direct sales in combination with existing partners globally,” says Anton Rabie, chairman and co-CEO, Spin Master. “The addition of the legendary Rubik’s Cube to our roster of games is a historic moment and we are honored to continue the legacy.”

Source: Rubik’s Brand

“It is really exciting that Spin Master will continue the legacy of the Rubik’s Cube and fulfill my vision of nurturing smarter, future generations through play,” said Ernő Rubik. “We chose Spin Master because of their long-term lens and character.”

According to the NPD Group, Spin Master is now the third-largest games company in the U.S., having expanded through partnerships, collaborations, and acquisitions in recent years. The company has completed a dozen acquisitions since going public in 2015.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.