HISTORY & HERITAGE OF RUBIK'S CUBE

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In 1974, a young Professor of architecture in Budapest (Hungary) named Erno Rubik created an object that was not supposed to be possible - a solid cube that twisted and turned - yet still it did not break or fall apart. Little did Professor Rubik ever expect that Rubik’s Cube would become the world’s best-selling toy ever. Erno has always thought of the Cube primarily as an object of art, a mobile sculpture symbolizing bewildering problems and triumphant intelligence; simplicity and complexity; stability and dynamism; order and chaos.

In the time since its international launch in 1980 an estimated 400 million Rubik’s Cubes have been sold. Approximately one in seven people alive have played with a Rubik’s Cube and the Cube has established itself as an icon of 1980’s popular culture.

This legendary status lives on today with its own art movements (Rubik Cubism); appearing in pop videos, Hollywood movies and even has had its own TV show, it has given birth to its own global sport (Speedcubing); and it has even been into space.

 

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BUSINESS STRATEGY

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AN EXCITING NEW BUSINESS OPPORTUNITY BUILT
FROM THE AMAZING BRAND EQUITY OF THE CUBE

The Smiley Company has entered into a strategic partnership with Rubik’s to expand the Cube into a new world of exciting categories and develop the business globally. Smiley brings a highly innovative approach to licensing which will help to craft a unique brand extension for Rubik’s and a new vision to the type of products Rubik’s creates. With its dynamic resources and decades of experience, along with industry knowledge and the networks to really leverage the Rubik’s brand. Smiley will reinvent Rubik’s as a global brand of the future.

 

The Rubik’s Cube has enjoyed an amazing sales renaissance in recent years, with 61% growth in turnover since 2013 ensuring this brand extension represents a fantastic new business opportunities for licensees across all categories throughout the world.

 

OUR INGREDIENTS FOR SUCCESS

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LIFESTYLE BRAND

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ICONIC APEAL

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CULT FOLLOWING

RUBIK'S BRAND VIDEO : ART OF SMART