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.”
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