Rubik's inks Special Anniversary Collab with Etch a Sketch

BRANDORA Editorial Staff - February 2020

Rubik’s will team up with Etch A Sketch, the heritage mechanical drawing toy, as part of both brand anniversary celebrations in 2020. Marking 60 years since Etch A Sketch first launched, and 40 years since Rubik’s Cube craze went global, the collaboration will see a limited-edition Rubik’s co-branded Etch A Sketch hit retail stores globally next Autumn 2020. Etch A Sketch would go on to become one of the most famous games/toys from the 1960s, and Rubik’s the world’s best-selling toy.

Christoph Bettin CEO of Rubiks, said, “There’s a great synergy between the two brands. Both have an amazing heritage in the games/toy market, becoming staples in homes all around the world. It’s a testament to the longevity of both original concepts that their sales remain so strong in the market today, particularly in such a digitally dominated world. Showing the growing demand from kids and parents alike for traditional games that nurture smarter future generations through products that help to learn, boost creativity and intelligence, and continue to evolve Rubik’s STEM accreditation status.”

Arlene Biran, VP of Marketing for Activities and Building Sets, Spin Master said, “Etch A Sketch and Rubik’s are two of only a handful of breakthrough toys that have garnered and maintained a popularity that spans generations and keeps on growing. These timeless toys both encourage unplugged creativity. Our limited-edition partnership with Rubik’s merges these iconic, inspiring and imaginative classics, honouring significant milestones for both brands.”

Details of the collaboration remain under wraps at the moment, as both brands continue to tease details of stellar collaborations lined up to celebrate their landmark anniversaries.