By Allison Watkinson
TLL Reporter
Spin Master is launching a year-long marketing and licensing campaign to commemorate the 50th anniversary of the Rubik’s Cube puzzle toy.
The Rubik’s Cube was originally developed by Hungarian architect and inventor Professor Ernő Rubik in 1974 to provide a mental challenge to his university students.
Rubik officially launched the Cube on the global market in 1980 through a licensing agreement with Ideal Toy Corp.
Spin Master acquired the rights to the Rubik’s Cube puzzle brand in 2021 to expand the property to additional product categories and consumer demographics.
“The Rubik’s Cube is a piece of art,” said Rubik. “It comes to life when we attempt to discover our own solutions to the vast complexity of the challenge. It speaks to the universal values in human nature: curiosity, perseverance, and ingenuity. Recognizing the Cube’s 50th anniversary is a celebration of these eternal values.”
The upcoming anniversary celebrations will include a Rubik’s Cube puzzle solving campaign called Make Your Move, several new Rubik’s Cube-themed products, licensing collaborations and an official mobile game called Rubik’s Match.
“The Rubik’s Cube is an iconic puzzle that has permeated pop culture, captivating millions of curious minds for generations,” said Spin Master president, Doug Wadleigh. “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.”
The new Rubik’s Cube products that Spin Master plans to introduce include Rubik’s 50th Anniversary Retro Cube, Rubik’s Sensory Cube, Rubik’s Gridlock Board Game, Rubik’s Connected X, Rubik’s Cubers, and Rubik’s 3×3 Speed Cube.
Rubik’s 50th Anniversary Retro Cube features the original Rubik’s logo, classic-colored stickers and replica packaging from the 1980s Rubik’s Cube release.
Rubik’s Sensory Cube is designed using braille and tactile shapes to be inclusive for the visually impaired community. This puzzle cube will be launched in partnership with the National Federation of the Blind.
Rubik’s Gridlock Board Game is a tabletop puzzle game that is designed to test players problem-solving skills and creative thinking.
Rubik’s Connected X is a Bluetooth-enabled 3×3 Rubik’s Cube that allows users to track, record, and time their Rubik’s Cube puzzle sessions through a mobile app.
Rubik’s Cubers is a licensed collection of Rubik’s Cubes that feature images of pop-culture characters and brands.
The Rubik’s Cubers line will include licensed properties such as Barbie, Stranger Things, Batman, Wednesday Addams, Tetris, Spiderman, Hello Kitty, Black Panther, G Fuel and more.
Rubik’s 3×3 Speed Cube is a Rubik’s Cube puzzle that has been redesigned for use in puzzle solving competitions.
The Speed Cube features sticker-less panels, internal magnets for smoother movement, and adjustable tensions to create a customized experience.
Spin Master will also be introducing a mobile gaming app based on the Rubik’s Cube IP called Rubik’s Match later this year.
The development of the Rubik’s Match mobile game is being led by Nørdlight Games, Spin Master’s Stockholm-based digital gaming studio.
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