The Rubik’s Cube celebrates its 50th anniversary in 2024, marking half a century of cultural impact and success with 500 million cubes sold globally and 98% brand awareness. There are endless opportunities for licensing and collaborations in 2025. The Rubik’s Cube proves that iconic brands, like the best puzzles, remain timeless.
This year, Rubik’s Cube has partnered with local Aussie brands like Peter Alexander and Perth Mint, as well as major global names such as the NBA, Formula 1, U.S. Soccer, Tetris, Marvel, DC, and Stranger Things.
In pop culture, the Rubik’s Cube continues to prominent, appearing in hit shows like Moon Knight, Young Sheldon and featuring on Harry Styles Global Tour. On social media, it has amassed over 11 billion TikTok views and 5 billion.
In line with global demand for eco-friendly products, Rubik’s introduced the ReCube in 2023, made from 100% post-industrial recycled plastic, with core cubes now incorporating 20% recycled plastic and 100% sustainable cardboard packaging.
The Rubik’s Cube has a diverse fanbase, appealing to both men and women (52% male, 48% female) and fans of all ages worldwide. In Australia, pop up activations at Maroubra, Bondi, Bronte and Coogee beaches brought the iconic puzzle to the public as interactive art instillations.
“We are having a great time with Rubik’s Cube and love working on such an incredible heritage brand. As the best-selling toy in history everyone knows it and everyone loves it and we enjoy working with our friends at Spin Master. Watch this space with more to come in 2025.” Says Tom Punch – Founder & Managing Director, Haven Global.
Be part of Rubik’s Cube history – contact anna[@]havenglobal.com for exciting licensing and collaboration opportunities.
This article originally appeared in Edition 13 of The Toy Universe Magazine
