License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Rubik’s Reveals 40th Anniversary Plans

In 2020, the Rubik’s brand will celebrate its 40th anniversary and will be supported by a series of events, products and partnerships.

Anniversary plans include:

  • the launch of a new invention and twisty puzzle created by Ernő Rubik;
  • a multimillion-dollar global TV campaign;
  • new licensing activations with major brands, publishers, apparel chains and retailers globally;
  • a 20-month public relations campaign;
  • new global brand identity and packaging redesign to strengthen engagement with millennials and Gen Z;
  • new brand collaborations and
  • global influencer/endorsements and ambassador programs that will include Hollywood celebrities, sports stars, music icons and speedcubers, complemented by a multichannel social media strategy.

“When I first met Ernő Rubik, I was absolutely in awe,” says Nicolas Loufrani, chief executive officer, Smiley. “His story is incredible. He is the only persons from the former communist bloc to have become a global household brand name. 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.”

Add new comment