Paragon to Develop Rubik's Themed Attractions

Each Rubik’s-themed attraction will also be able to serve as a stand-alone attraction or part of a family entertainment center offering.

EUROPE–In a deal brokered by The Smiley Company, Rubik’s and Paragon Creative have teamed up to create a range of themed attractions based on key Rubik’s attributes and values.

The themed attractions will highlight key Rubik’s attributes such as logic and progressive difficulty and will incorporate the iconic toy brand’s colors and twisting motion. In addition, the attractions will feature a variety of concepts including escape rooms with a virtual reality element as well as family activities including soft play, climbing, crazy golf and logic-based mazes. Each attraction has also been created to serve as a stand-alone attraction or as part of a family entertainment center offering.

"We couldn't be more excited to be working with the themed attractions experts at Paragon Creative on this range of leisure concepts for Rubik's,” says Lori Heiss Tiplady, vice president, brand strategy, The Smiley Company. “Innovation, interactivity and challenging fun are at the heart of these concepts, which will push participants to use their brain power to conquer physical tasks for a uniquely Rubik's twist on popular attractions."