Rubik's Expands U.S. Licensing Deals

NORTH AMERICA–The Smiley Company has unveiled a raft of U.S. licensees that have signed on to further extend the Rubik’s Cube brand in categories spanning apparel, stationery and more.

April 6, 2018

Rubik's Expands U.S. Licensing Deals

Strictly Briks, Sakar, JCorp and more will develop new merchandise for the classic toy brand.


The deals, which were brokered during Licensing Expo, include:

  • Strictly Briks for construction and puzzle sets;

    • Sakar for technical accessories such as speakers, headphones and power banks;

      • Brand Partner Group for fidget spinners, fidget cubes, fidget tops, Bluetooh sound cube, flash drives, keychains, watches, clocks, pet products and batteries;

        • JCorp for apparel;

          • Jammers for apparel;

            • Calendar Holdings for calendars; and

              • Prime 3D for 3D lenticular stationery.

                “Being part of the NPD Group’s top 10 biggest selling toys in 2016 has given partners a massive confidence boost in the growing demand for Rubik’s at retail,” says Nicolas Loufrani, chief executive officer, Smiley. “Also, we are now seeing the tangible benefits of all the tradeshows we have been showing our brand extension at. There was a real buzz for the brand at Licensing Expo in May and I’m really pleased to announce that we have converted this interest into some big new deals, which includes a major global deal on construction and puzzles.”

                The Rubik’s brand will also be showcased during Brand Licensing Europe at stand C40.

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