The Rubik's Cube turns 50: How a 3-by-3 grid captured hearts and market share
The Rubik's Cube turns 50: How a 3-by-3 grid captured hearts and market share


Erno Rubik, inventor of the Rubik’s Cube, holds one of many cubes on the International Toy Fair in Nuremberg, Germany, Jan. 29, 2020.

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It took a month of twisting and turning for the primary individual to resolve a Rubik’s Cube. That individual was Erno Rubik, now 79, the enduring puzzle toy’s creator.

Conceived as a mathematical instrument to assist his college students perceive three-dimensional motion, the magic dice, because it was initially known as, was first pieced along with cubes produced from wooden and paper held along with rubber bands, glue and paperclips.

It was solely after the Hungarian sculptor and professor of structure scrambled his accomplished dice and tried to realign the coloured blocks that he realized he’d created a puzzle.

“I assumed, if I am unable to do it, no person else can do it, or only a few can do it,” Rubik informed CNBC. “That was proof that it was potential to place within the market, to show it to the general public.”

A supply of delight, envy and frustration, the Rubik’s Cube turns 50 this yr and, beneath the possession of Spin Master, it reveals no indicators of retirement.

“Rubik’s is not simply a toy,” stated Sam Susz, senior director of worldwide advertising at Spin Master. “It’s artwork. It’s a sport. It’s science. It’s math.”

Since its inception in 1974, the Rubik’s Cube has unfold all through the popular culture panorama, showing in motion pictures and TV reveals, music movies, comics, video video games and museums. The iconic 3-by-3 grid has graced T-shirts, been become keychains, impressed structure and sparked a whole subgenre of artwork.

Enthusiasts have raced to shrink the dice creator’s monthlong fixing time, with the present world report standing at a mere 3.13 seconds.

Rami Sbahi auditioning for “America’s Got Talent” in 2014 by fixing a Rubik’s Cube each together with his ft and together with his palms shortly.

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“I’d throw Rubik’s within the class of toys and sport manufacturers that transcended and grew to become way of life manufacturers,” stated James Zahn, editor in chief of “The Toy Book” and senior editor of “The Toy Insider.”

A no brainer acquisition

Toronto-based Spin Master, recognized for manufacturers equivalent to Hatchimals, Tech Deck and Kinetic Sand, acquired the Rubik’s Cube model in 2021, 5 years after snapping up the enduring Etch-a-Sketch.

“I imply, within the toy and sport business it isn’t usually that you just come throughout the chance to accumulate an evergreen, iconic model,” Susz stated. “And this model is simply one thing that has simply such unimaginable endurance.”

Adding tried-and-true evergreen merchandise to its portfolio permits Spin Master to take dangers with new manufacturers, figuring out it has a set of merchandise that may all the time have a area on retail cabinets.

“Rubik’s is simply a model that reveals no indicators of ever going away,” Zahn stated. “It will eternally be considered a basic.”

At current, the dice has 42% market share within the mind teaser class, in response to Susz. And gross sales are nonetheless rising.

In 2022, international retail gross sales of the Rubik’s Cube grew practically 4% yr over yr and reached $75.3 million, the results of practically 6 million items offered. That determine doesn’t embody tens of hundreds of thousands of {dollars} in gross sales of associated, Rubik’s-inspired cubes, Susz stated. As of November 2023, year-to-date gross sales had been up 14% over 2022.

Spin Master generated just over $2 billion in revenue in 2022, making Rubik’s Cube gross sales slightly below 4% of the corporate’s whole earnings that yr.

“The one vital factor of its longevity is the truth that new individuals preserve discovering it every and yearly,” stated Zahn.

Much of the Rubik’s Cube endurance is tied to its complicated nature — 43 quintillion combos, Rubik touts — and the human drive to resolve issues.

14-year-old Terence Wilson of Deepdale close to Preston, together with his Rubik’s Cube and Rubik’s Snake, twenty eighth August 1981.

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Parents and educators have gravitated towards the dice as a technique to occupy youngsters outdoors the digital world and assist in growth of dexterity and vital pondering abilities.

Spin Master can also be within the strategy of beginning the Rubik’s Academy, an academic program that gives lecturers with lesson plans that combine the puzzle toy into the classroom.

“It’s completely nice for teenagers with studying difficulties,” stated Amanda Gummer, a baby growth knowledgeable and founding father of the toy overview web site “The Good Play Guide.” “It helps them with confidence, and once they’ve mastered it, it is fairly a form of cool playground boast.”

The subsequent 50 years

While the normal Rubik’s Cube stays well-liked, Spin Master has been fast to develop new variations of the dice.

This consists of the Rubik’s Phantom, the acquainted 3-by-3 dice printed with thermochromic ink that seems all black till the warmth out of your palms prompts the colours, and the Rubik’s Impossible, a dice with iridescent tiles that change colour when considered from totally different angles.

“There might be no more durable problem than to strive and innovate one thing that is been round for 50 years, and everybody’s performed every little thing beneath the solar with it,” Susz stated.

Spin Master additionally desires to make fixing the dice extra accessible. Alongside on-line tutorials and a Rubik’s Cube cell app, the corporate has developed the Rubik’s Coach Cube, lined in numbered stickers that correspond to every step wanted to resolve the dice.

The aim, after 50 years, is to maintain momentum.

Spin Master is working carefully with manufacturers equivalent to Mattel’s Barbie, Hello Kitty, Levi and Mercedes to launch new merchandise, from toys to attire and even a Formula 1 racing automobile. There’s even a hope that the corporate will develop a characteristic movie about Rubik’s life, just like movies equivalent to “Air,” “Blackberry” or “Barbie,” Susz stated.

Spin Master expects gross sales development to proceed in 2024 because it unveils new iterations of the dice.

“One of the beauties of Spin Master having full management and possession of Rubik’s globally is that now we are able to put money into a large means,” Susz stated.



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