Smiley Brings Rubik's to School

The branded back-to-school collection will include items such as backpacks, pencil cases, folders, notebooks and pens. It will also highlight Rubik’s new geek style guide, which aims to underpin the growing trend for retro gaming and geek-inspired designs through Rubik’s colors and slogans.

“We are very happy to have our long term Smiley partner trust us on the Rubik’s brand,” says Nicolas Loufrani, chief executive officer, Smiley. “Based on the absolutely unique lifestyle positioning we have created under the ‘art of smart’ slogan, we believe that back-to-school products represent a massive opportunity to leverage the recent hype around the Rubik’s brand among tweens and teens.”