Spin Master acquires Rubik’s Brand in move that strengthens its Games & Puzzles portfolio

The global children’s entertainment company, Spin Master, has reached an agreement to acquire the London-based Rubik’s Brand Ltd, owner of the world famous Rubik’s Cube.

Invented by Ernő Rubik in 1974 and launched globally in 1980, the Rubik’s Cube became a worldwide  craze,selling hundreds of millions of units, and has inspired and challenged both young and old ever since. As a STEM-accredited puzzle, the Rubik’s Cube supports brain development and cognitive skills by allowing  children and adults to use their creativity, while developing and encouraging intelligence.

“The Rubik’s Cube is an iconic puzzle that has permeated pop culture and captivated fans for more than 40 years,” said Elizabeth LoVecchio, Spin Master’s vice president marketing, games. “We are excited for the opportunity to put our marquee innovation on the entire Rubik’s portfolio and expand distribution  through our global footprint.”

Erno Rubik, said: “It is really exciting that Spin Master will continue the legacy of the Rubik’s Cube and fulfill my vision of  nurturing smarter, future generations through play. We chose Spin Master because of  their long-term lens and character.”

Spin Master has been strengthening its position within the games category through acquisitions of new titles and innovative partnerships and collaborations. The Games & Puzzles category is one of the fastest growing super categories in 2020 with families spending more time at home.

Today, Spin Master is the third largest games company in the United States.

“There are many growth opportunities for Spin Master with the Rubik’s brand as we transition to a  blended model of direct sales in combination with existing partners globally,” said Anton Rabie, Spin  Master’s chairman and co-CEO. “Our games division has continuously grown over the past decade and is  a cornerstone of Spin Master’s diversified portfolio. The addition of the legendary Rubik’s Cube to our  roster of games is a historic moment and we are honored to continue the legacy.”

The acquisition of Rubik’s Brand Ltd marks Spin Master’s 22nd acquisition since the company was founded  in 1994 and 12th since its initial public offering in 2015. The transaction is expected to close on January 4,  2021.

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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