Rubik’s Brand is to launch a range of events, special products and innovative partnerships to mark the 40th anniversary in 2020.
The aim of the campaign is to celebrate Rubik’s legacy – since its international launch in 1980, an estimated 450 million Rubik’s Cubes have been sold and approximately one in seven people have played with one.
It has started art movements (Rubik Cubism), featured in pop videos, Hollywood movies and even had its own TV show. The appeal of the Rubik’s brand continues, too, with a recent major resurgence in the market.
The 40th anniversary campaign will include a new invention and twisty puzzle created by Ernő Rubik; a multi-million dollar global TV campaign; new licensing activations with major brands, publishers, apparel chains and retailers; a 20-month PR drive; a new global brand identity and packaging redesign; brand collaborations; plus global influencer/endorsements and ambassador programmes that will include Hollywood celebrities, sports stars, music icons and speedcubers, complemented by a multi-channel social media strategy.
“When I first met Ernő Rubik I was absolutely in awe. His story is incredible. He is the only persons from the former communist bloc to have become a global household brand name,” said Nicolas Loufrani, ceo of The Smiley Company. “It is the only retro game to still be a massive hit with new generations of kids and teens.
“His creation is above all a work of art, a symbol of pop culture and this is what made me want to bring the talents of the Smiley studio to leverage this fabulous legacy and work on a brand extension strategy.”
Nicolas continued: “Rubik’s and their global distributors and licensees are putting in place a fantastic plan to engage the public. Don’t miss the opportunity to get involved, join us.”
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