HISTORY & HERITAGE OF RUBIK'S CUBE
Ernő Rubik (left), Nicolas Loufrani (right)
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 symbolising 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.
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 an innovative approach to licensing which will help to craft a unique brand extension for Rubik’s.
With its dynamic resources and decades of experience, along with the industry knowledge and networks to really leverage the brand, Smiley will bring a new vision to the products created by Rubik's.
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 worldwide.
Smiley will reinvent Rubik’s as a global brand of the future.