Rubik’s Crafts Magic Sets

Classic toy brand grows licensing lineup with magic-themed toys and games.

Rubik’s has teamed up with Fantasma Magic to create a range of themed magic sets.

Developed by Rubik’s master licensee, The Smiley Company, the new line features sets ranging from instant solves to mind-reading magic to individual tricks. It also includes trick cubes and branded accessories, including Rubik’s magic cards.

“Rubik's is in the charts of several countries, including the U.S. as part of the top 10 best-selling toys last Christmas,” says Nicolas Loufrani, chief executive officer, Smiley. “It is now time to grow that fabulous brand equity with some very creative new products. The Rubik's magic range leverages the huge visibility of Steve Brundage’s jaw dropping magic show on ‘America’s Got Talent’ last year, seen by hundreds of millions of people. With the Rubik's range of novelty items we are creating for the first time a lifestyle range for people who want to show their smart side.”

The Rubik’s magic sets debuted at New York Toy Fair and are slated to hit retail shelves in the U.S. and Europe later this year.

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