Since the Smiley Company announced itself as master licensee for Rubik’s, the firm has revealed that the brand has secured numerous new partners at the Licensing Expo in Vegas.
The new licensees for Rubik’s span various categories, including apparel, back to school, stationery and gifts, for example Rubik’s has signed a deal with Bioworld to develop an apparel line that will launch across UK, GAS, Nordic, Italy and more.
Other new partners include Stone Kids, who will also create a new apparel line for France and Belgium, and Dohe who will unveil a collection of back to school items in Spain.
Elsewhere, Quo Vadis will develop notebooks and diaries, and Polyflame will launch a line of lighters across Europe.
Nicolas Loufrani, CEO of Smiley Company, said: “I could not be happier with the industry response to our first day at Licensing Expo.
“The stand has had 100s of visitors and to be able to also announce our first deals signed across multiple product categories has really given us, and potential partners, great confidence to hit the ground running with this project.
“I had a great feeling about Rubik's when we announced the deal a couple of months ago and I guess today has really vindicated all the hard work put in by my team and I since Christmas."