Nuremberg: Smiley Expands Rubik’s Brand

The Smiley Company will further extend Rubik’s presence at the Nuremberg Toy Fair with a raft of new toy categories.

April 6, 2018

Nuremberg: Smiley Expands Rubik’s Brand

Branded preschool, plush, wood, electronics, puzzles and more will be highlighted at the European toy fair.


These new categories include baby and preschool, wood, plush, electronics, outdoor, construction, table top puzzles, arts and crafts, and trading cards.

“This is the first time Rubik's has exhibited as a complete brand opportunity in Nuremberg,” says Nicolas Loufrani, chief executive officer, Smiley Company. “We will be showcasing all the brand extension possibilities that are offered to official Rubik distributors and selected licensing partners, leaders in their categories. The Smiley studio team has been working on very unique new concepts that will leverage Rubik as the leading brand to make kids grow smart and look smart.”

Additionally, The Smiley Company has recently signed a host of deals for Rubik’s, including Eaglemoss for partworks; Egmont for children’s books and magazines; Fabric Flavours for apparel for kids and babies; Fantasma for Rubik’s magic; Hemma for children’s

books; The Lagoon Group for gifts and publishing; Paladone for novelty gifts; Paragon Creative for themed attractions; Stylus for stationery and novelties; and Umur for back-to-school.

Rubik’s will be at the Nuremberg Toy Fair, Feb. 1-6, at Booth C-09.

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