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Pac-man and Rubik’s announce new partnership

Retro video game property Pac-Man will partner with toy brand Rubik’s for a new mash-up line.

With a range of designs that will encourage fans to #playagain, the Pac-man x Rubik’s style guide will target a unisex demographic of teens and adults. This collaboration promises to be whimsical, fun and full of nostalgia for the 1980s and will feature retro-inspired designs updated for the digital generation with hashtag slogans.

The licensing program will appeal to fans of Rubik’s and Pac-man from back in the day and also the legions of 14 to 24 year olds that have gone retro crazy in the last 18 months. With a limited edition Pac-man branded Rubik’s Cube also in the works for retail release, the 80s revolution really is in full swing for 2017.

 "Pac-man and Rubik’s are two of the biggest pop culture icons of the 80s," commented Lori Heiss, vice president of brand strategy. "The Smiley studio has created a very cool style guide based on the current trend for retro games merchandising. I am sure the products from this unique collaboration will be hits and are going to become collectors with all generations of geeks.”

Mike Townend, MD of Rubik’s Brand Limited, added: "Rubik’s is very excited to be working with Pac-Man and the limited edition nature of the collection should ensure instant collectability with fans."

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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