The Smiley Company is continuing its efforts to extend the iconic Rubik’s brand into more diverse categories ahead of the puzzle cube’s 40th anniversary next year, this time with a line of themed jigsaws from its US partner, TCG Toys.
The new Rubik’s collection from TCG Toys will land at retail this autumn, tapping into the ‘growing excitement around Rubik’s 40th birthday celebrations in 2020.’
“Rubik’s Cube is known the world over for its colourful 3D puzzle Cube that has confounded puzzlers for year, and now TCG is ‘twisting’ Rubik’s game play even further with jigsaw puzzles featuring pieces that all the same shape,” said Kelly Elwood, VP marketing and licensing for TCG Toys.
“Ours is a unique puzzle collection that is sure to attract both Rubik’s Cube and puzzle enthusiasts alike.”
TCG Toys’ new Rubik’s puzzles will be available in 200 piece and 300 piece offerings, featuring digitally pixelated images created via an app that replicates mosaics made from stacked Rubik’s Cubes.
The 200 piece puzzles feature images such as the Statue of Liberty and the Neuschwanstein Castle. 300 piece puzzles include hot air balloons in flights and a London scape featuring Big Ben.
The Rubik’s Cube – introduced internationally in 1980 – has enjoyed a global success over the past 40 years that has seen it sell an estimated 450 million units.
Recent months have seen The Smiley Company ramp up its licensing activity around the iconic brand, as it prepares to celebrate the milestone anniversary next year.
“With our brand extension programme, we want to encourage consumers to think outside the cube, and the innovative puzzles created by TCG Toys do just that,” said Lori Heiss-Tiplady, VP of brand for Rubik’s master licensee, The Smiley Company.
“By taking the Rubik’s brand and applying key brand values of its iconic visual identity, they have created something that is more than the sum of its parts. Devilishly challenging just like the cube, these puzzles will provide hours of brain-bending fun for puzzling fans.”