Rubik’s Secures Multiple New Licensees

Rubik’s has partnered with a number of licensees to develop a range of lifestyle products to support the brand’s extension into new categories.

April 6, 2018

Rubik’s Secures Multiple New Licensees

Classic brand will expand with apparel, lighters, back-to-school merchandise and more.


First, the company has tapped Bioworld to create a line of apparel and accessories that will be sold across the U.K., G/A/S, Nordics, Italy, France, Belgium, Netherlands, Luxembourg, Eastern Europe and the Middle East. Stone Kids will also launch a Rubik’s-inspired apparel line in France and Belgium.

Meanwhile, Dohe will develop a full range of back-to-school products in Spain; Quo Vadis will launch diaries and notebooks in France; and Polyflame will debut a line of lighters across Europe, using the exclusive new graphics that have been designed by the creative Smiley studio.

Rubik’s new lifestyle brand extension is operated by master licensee The Smiley Company.

“I could not be happier with the industry response to our first day at Licensing Expo,” says Nicolas Loufrani, chief executive officer, Smiley Company. “The stand has had 100’s of visitors

and to be able to announce our first deals signed across multiple product categories has really given us and potential partners great confidence to hit the ground running with this project. I had a great feeling about Rubik’s when we announced the deal a couple months ago and I guess today has really vindicated all the hard work put in by my team and I since Christmas.”

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