Rubik’s enjoyed an exciting first day at Las Vegas Licensing Expo, as the new lifestyle brand extension being operated by master licensee, The Smiley Company, debuted to trade. 

This exciting new development from the brand that bought the world’s best selling toy ever go the market, created a huge industry buzz as many of the world’s best licensees flocked to the Rubik’s booth to see first hand this exciting new interpretation for one of pop cultures favourite icons. 

The Smiley Company were delighted to announce to trade at Licensing Expo in Las Vegas that the brand has secured a number of new partners across multiple categories, these include:

Apparel and Accessories 

Bioworld – Rubik’s has signed an exciting deal with Bioworld to create an innovative line of apparel and accessories. Bioworld specialise in creating a unique mix of creative product design paired with merchandising expertise. The collection will be sold across UK, GAS, Nordic (Sweden, Norway, Finland, Denmark), Italy and France, Belgium, Netherland, Luxembourg, Eastern Europe and Middle East)

Stone Kids – Stone Kids will be a launching a fresh line of apparel in France and Belgium that will take inspiration from the world-famous Rubik’s cube and take design elements to different dimensions.  

Back to School

Dohe – Sending kids back to school in style, Dohe will be utilising the brand new Back to School style guides, to launch a full range of Back to School products in Spain.


 Quo Vadis – Quo Vadis will be launching Rubik’s inspired diary and notebooks in France, with strong impactful cube-inspired designs. 


Polyflame – Polyfame have teamed with Rubik’s to launch a line of lighters across Europe using the exclusive new graphics that have been designed by the creative Smiley studio. 

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