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The Smiley Co., Rubik’s Partner to Expand Cube Concept

The Smiley Co. was appointed master licensee outside puzzles for Rubik’s Brand. The two companies will work to shape a comprehensive licensing program to expand Rubik’s Cube concept to new product categories and to develop its business worldwide.

The Smiley Co. will help craft a unique brand extension program and introduce a new vision to Rubik’s products. It will utilize its industry knowledge and networks to leverage Rubik’s brand and reinvent a global brand of the future.

The partnership will focus on Rubik’s DNA and heritage, tap into its roots in art and intelligence to develop a range of lifestyle categories, and introduce new segments across three new consumer profiles, including heritage, urban, and geeks.

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