Smiley Tackles the Rubik’s Cube

Smiley Company will manage a new licensing program based on the classic toy.

The Smiley Company has been tapped as the master licensee (outside of puzzles) for Rubik’s Brand, makers of the iconic Rubik’s Cube.

The deal marks the first time that Smiley Company will work on a third-party brand.

Smiley and Rubik’s Brand will collaborate to develop a licensing program based on the multi-colored brain teaser, and extend the concept to new lifestyle categories for markets around the world.

“Rubik’s is a brand that I have admired for decades, similar to Smiley in that it has massive heritage and iconicity in 1980’s pop culture and that it has not only survived the course of time, but flourished,” says Nicolas Loufrani, chief executive officer, Smiley Company. “This represents a huge deal for us as it will be the first time we are taking care of another major brand other than our own. There is a great synergy between Smiley and Rubik’s and I feel we are uniquely placed to exploit the brands values and real essence. I’ve been hugely impressed by the team at Rubik’s and look forward to working closely with Professor Erno Rubik and the Rubik’s Brand in creating amazing new products and retail partnerships across the globe.”

“We are delighted to have found a passionate brand owner with a massive track record to help take Rubik’s brand to the next level and widen the appeal across a number of sectors,” says David Kremer, president, Rubik’s Brand. “Nicolas Loufrani and the Smiley Company team are proven developers of innovative products that keep their brand as fresh and relevant today as when it first put a smile on our faces. I have no doubt that Smiley Company’s skill, energy and enthusiasm will translate into a huge business opportunity for retail building on the world famous Rubik’s Cube, one of the most successful products of all time.”

License! Global will dive deeper into the new partnership in its May issue, which will be available early next month.