The company has also appointed Christoph Bettin as CEO. 

L-R: Erno Rubik, creator of the Rubik’s cube, with Christoph Bettin.

Rubiks Brand Ltd. (RBL) was established by the founding families of the original Rubik’s business in 2013 to focus exclusively on the Rubik’s Brand. The London-based company has sold a minority stake to Bancroft Investment, a European Private Equity firm.

RBL has seen multiple growth in revenue and net earnings in the past five years. It launched a global merchandise programme and fostered partnerships with corporate giants like Google and Red Bull. Most recently Rubik’s announced a worldwide cooperation with McDonald’s Happy Meal Campaign.

The investment by Bancroft is set to fuel an ambitious growth strategy utilising Rubik’s unparalleled global brand-recognition to focus on growth through new channels, products and markets. RBL and Bancroft have recruited a new CEO, Christoph Bettin, to help realise the great potential of the Rubik’s Brand.

Inventor Professor Ernő Rubik welcomes the Bancroft partnership and the new appointment. “The Cube’s impact on the world and humanity is even more interesting to me than the puzzle itself,” he said. “I am confident that the support of Bancroft and Christoph Bettin’s energetic leadership will expand the brand firmly into new areas including education, entertainment, or mind-sports.”

David Kremer, the largest owner of RBL stated: “I am delighted with the recent and ongoing growth of this unique brand both within the toy industry and now increasingly into new business sectors. I fully expect the Bancroft support to accelerate that process.”

Christoph Bettin founded the leading toy distributor Marbel which was sold to Hape Holdings AG in 2017 after 15 years.