New style guide positions Rubik’s Cube brand for continuing growth

Independent licensing and brand extension development company KJG Ltd, which manages the UK licensing campaign for Rubik’s Cube, has announced that the Cube, the best-selling consumer product of all time, has inspired a new fashion and art-directed style guide. The new style guide launched at Licensing Expo in Las Vegas in June.

Global brand owner Rubik’s Brand Limited has worked with a leading creative agency to launch a highly creative and impactful style guide for the iconic Rubik’s Cube. The guide presents a fashion-forward, iconic brand vision that is both steeped in the brand’s heritage and also captures the spirit and feel of today’s youth fashion.

This highly creative execution has two aims. First and foremost it will present a vision of what the Rubik’s Cube stands for. However, it will also play a major role in developing a cohesive brand presentation so that Rubik’s Cube can continue to expand the number of licensed categories in which it has a presence. In the UK, where the licensing campaign has been managed by KJG for the past eight years, these already include such diverse products as cycle jerseys, furniture, t-shirts, sweatshirts, gifts and novelty confectionery.

Mike Townend, CEO of Rubik’s Brand Limited, which oversees the day-to-day management of the brand, says, “Rubik’s has always been at the forefront of new and exciting ways to entertain our customers. The latest Rubik’s Cube style guide has been created to clearly define the brand look and feel, but more importantly show how it can be used in interesting and creative ways that are relevant to contemporary consumers and fashions.”

Kirsty Guthrie, Director, KJG Ltd adds, “The continuing success of Rubik’s Cube with both its original fans and whole new generations is a major driver for the success of the licensing campaign that has successfully taken the brand into so many categories. This superb new style guide will be a major factor in continuing and expanding that campaign.”