Home / Entertainment / The Smiley Company forges new partnership for Rubik’s Cube in Spin Master collaboration
Rubik's Cube co-brands with Perpelexus Puzzles (CNW Group/Spin Master)

The Smiley Company forges new partnership for Rubik’s Cube in Spin Master collaboration

Spin Master is teaming up with the world-famous Rubik’s Cube to launch a new range of Perplexus Puzzles with a twist, in a new deal brokered by The Smiley Company, the master licensee for Rubik’s.

Together the pair will develop a co-branded Rubik’s x Perplexus range, which will feature a 3D ball-in-a-maze puzzle and labyrinth toy. By twisting and turning the cube, players attempt to manoeuvre a small steel ball through an intricate maze made up of a number of steps along narrow tracks.

The result – according to Spin Master – creates the ultimate Rubik’s Cube puzzle and maze, ‘adding in another level of fun and making the Cube even more challenging than ever before.’

“Collaborating with such an iconic toy like Rubik’s Cube is a unique opportunity to expand the fun and challenge of the Perplexus play experience,” said Elizabeth LoVecchio, VP marketing for Spin Master Games.

“Perplexus is already captivating minds, both young and old, and we are excited to work together with The Smiley Company to expand the popular line and further push the boundaries of fun and innovation.”

Lori Heiss-Tiplady, VP brand strategy at The Smiley Company, added: “Perplexus has become famous for its ingenious sculptural designs and various levels of challenge. These values are perfectly aligned with those that have made the Rubik’s Cube the best-selling toy in history.

“We are committed to extending the brain-boosting credentials of the Rubik’s brand by partnering with world-class companies, like Spin Master, who share our goal of nurturing smarter future generations through products that help learning, boost intelligence and evolve Rubik’s STEM accreditation status.”

The range of new games is currently in development with the first product set for launch in summer 2020, and additional toys earmarked to roll out soon after.

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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