Smiley takes on Rubik's Cube with new master licensee deal

The Smiley Company will launch three consumer profiles, including heritage, urban and geek, spanning apparel and stationery.
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The Smiley Company has revealed it is partnering with Rubik’s, as the brand’s new master licensee outside puzzles.

The new collaboration will see the two companies develop a licensing programme to expand the Rubik’s Cube concept into new product categories.

Focusing on Rubik’s Cube’s heritage, Smiley will develop a wide range of lifestyle categories to support the brand extension, as well as launching three consumer profiles, including heritage, urban and geek.

David Kremer, president of Rubik’s Brand Ltd, said: “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.

“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 The 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.”

The products will span apparel, accessories including backpacks and stationery.

Nicolas Loufrani, CEO of The Smiley Company, added: “Rubik’s is a brand that I have admired for decades, similar to Smiley in that it has massive heritage and iconicity in 1980s pop culture, and that it has not only survived the course of time, but flourished.

“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.”

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