Rubik’s Brand, the London-based brand that holds the rights to the Rubik's cube, has sold a minority stake to European private equity firm Bancroft Investment.
RBL was created by the founding families of the original Rubik’s brand in 2013.
In the last five years, RBL has rolled out a licensing program that has led to collaborations with companies including Google, Red Bull and McDonald's.
Bancroft’s investment will help the group to further the global awareness of the Rubik’s brand through new channels, products and markets. Christoph Bettin will serve as the company’s new chief executive officer.