Smiley's new Rubik's apparel line launched at Paris boutique retailer Colette last week, to great demand, selling out stock within a week.
Spearheading the new launch, Smiley has outlined the line as an effort to "cement the world’s best selling toy as one of the leading lifestyle brands for teens and tweens and to celebrate the renaissance of geek culture."
To this end, The Smiley Company-operated brand extension continues to grow the brand through non-conventional Rubik’s channels.
“Colette is one of the coolest concept stores in the world and it’s a real sign of the demand for Rubik’s in apparel that we have managed to get the products stocked into Colette," said Smiley CEO, Nicholas Loufrani.
"It’s even better news that they have managed to get it sold out so quickly, I’m really encouraged by the fact that the consumers and retailers are excited by this brand extension.“