Rubik’s Enters World of Magic

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Rubik’s teams with Fantasma Magic for new Rubik’s magic sets.

Rubik’s, the creator of the popular Rubik’s Cube, is joining forces with Fantasma Magic in an effort to develop new Rubik’s-themed magic sets. This move was inspired by the viral success of Steve Brundage’s Rubik magic which sent him through to the semi-finals in America’s Got Talent last year.

The brand new line of magic will be based on the Rubik’s Cube and will be developed by The Smiley Company, Rubik’s new master licensee. With increasing popularity of the Rubik’s Cube, the new magic line is planned to be at retail later in the year. The new magic sets will tap into the best-selling 3D puzzle in history and will baffle audiences with everything from instant solves to mind-reading tricks.

According to The Smiley Company’s CEO, Nicolas Loufrani, Rubik’s is on several countries charts. In fact, in the United States, the Rubik’s Cube was among the Top 10 best-selling toys last Christmas.

The CEO seeks to build on the brand equity with creative new products. The new Rubik’s magic line taps into the great visibility of Steve Brundage’s incredible magic show on America’s Got Talent. The show was seen by hundreds of millions of people. With this new magic line of novelty products, the company is developing a lifestyle line so people can show their smarts, according to Loufrani.

The magic sets will include complete magic sets and individual magic tricks. The tools and instructions for hundreds of tricks will be available. Some of the new magic sets to look out for include the Perplexing Magic Set featuring over 135 tricks, the Mind Twisting Set featuring over 200 tricks, and the Deluxe Puzzling Magic Set featuring over 300 magic tricks. These magic sets will be available at retail at a variety of different price points to appeal to different consumers.

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