it’s fun, social and devilishly hard

Tuesday, 09 August 2016

For over 40 years, children and adults alike have puzzled over the Rubik’s Cube, the world’s most popular toy and a design icon in its own right. It has stumped and frustrated hundreds of millions of people across the world and has become the symbol of a generation.

With the Rubik’s Cube enjoying a global revival amongst the teen generation whose parents first played it in the 1980s, Rubik’s Brand Ltd has launched the Rubik’s Spark – the latest addition to the Rubik’s Brand range.

A new twist on the iconic Cube, the white-coloured Rubik’s Spark uses lights, sounds and unique sensor technology to allow the toy to be controlled by tilting, turning and quick movements – a concept called ‘bubble control’ by its creators. Like the original Cube, its intelligent design makes the player think three-dimensionally, but unlike the original, it doesn’t twist.

While the original Rubik’s Cube was notorious for its difficulty, the Spark has five addictive game modes with 26 levels each, so everyone – from beginner to aficionado – is challenged. For this reason as well as the social aspects of the game, the Spark is ideally suited to parties, whether they be with family or a group of friends.

Chrisi Trussell of Rubik’s Brand Ltd explains, “In our homes, there seems to be a gradual shift taking place as families and groups of friends look to spend less time sitting in front of screens and spend more time playing analogue games together in a social context. The Rubik’s Spark fits this trend perfectly, while retaining an electronic, modern and fun feel which appeals to the kid in everyone.

“The Spark is a true descendant of the Rubik’s Cube in that it encourages us to spend time together – it’s fun, social and devilishly hard. Exciting and frustrating in equal measure, it’s a great party game. There’s even a DJ setting that allows you to make music!”

The Rubik’s Spark is available instore or direct from www.rubiks.com , and retails at around £20.

Rubik’s Heritage

Since its invention in 1974 by Ernő Rubik, the classic Cube has undergone a number of updates and changes.

Ernő Rubik created the first prototype of the cube as a young professor of architecture in Budapest, in order to help explain spatial relationships to his pupils. Originally named the ‘Magic Cube’, it was renamed ‘Rubik’s Cube’ when it was launched internationally in 1980.

After a period of incredible global popularity, the Rubik’s Cube has become the world’s bestselling toy, with over 400 million cubes sold so far. Last year, the Rubik’s Cube experienced a huge rise in popularity in the US and that trend is spreading across the globe.

Justin Bieber, Will Smith and rapper Logic are all celebrity Rubik’s enthusiasts, and the iconic puzzle is also popular with sportspeople such as cyclist Mark Cavendish and footballer David Silva.

Useful links:

Rubik’s Cube: https://uk.rubiks.com/
Justin Bieber and the Rubik’s Cube: https://www.youtube.com/watch?v=Dx06c0ZEBMk
Will Smith and the Rubik’s Cube: https://www.youtube.com/watch?v=pI76CiwvPV4
Logic: https://www.youtube.com/watch?v=hLqFJaH3KVY
Mark Cavendish: https://www.youtube.com/watch?v=e1imWK4nYEI
David Silva: https://www.youtube.com/watch?v=5jjFYNP0nEo
Youtube: https://www.youtube.com/watch?v=8mNngBI48uc

ENDS

Images and interviews are available on request. We have a limited number of Rubik’s Spark cubes for journalists, so please let us know if you’d like one to review.
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