The owner of the Rubik's Cube, Seven Towns has begun its preparations for the 30th anniversary of the classic toy next year.
The company is teaming up with Kirsty Guthrie from KJG to handle all aspects of the UK and European licensing and merchandising relating to the cube.
A number of promotions, events and activities will be driving the brand throughout 2010, while KJG and Seven Towns will be looking to develop and extend the Rubik's Cube brand onto othr product platforms.
The Rubik's World Championship is being organised for 2010; the last was held in Budapest in 2007 and commanded an international media value of over $20m.
The Rubik's Cube is distributed in the UK by Drumond Park - and in the US by Hasbro - and the company has seen steady year on year growth in sales.
"We are very pleased to have Kirsty Guthrie from KJG on board," said David Hedley Jones, senior VP of Rubik's brand at Seven Towns. "She understands what Rubik's is all about and we have some great goals of what we can achieve together with the advent of Rubik's 30th anniversary next year."
Guthrie added: "The Rubik's Cube is quite simply the best iconic retro toy brand in the world."