The range of new games is currently in development with the first product set to launch in Spring 2020.

In a new deal brokered by The Smiley Company, master licensee for the Rubik’s Cube, Rubik’s will team up with Spin Master’s Perplexus Puzzle brand to create a new twist on the best-selling toys.

Together the companies will develop a co-branded Rubik’s x Perplexus range, which will feature 3D ball-in-a-maze puzzle and labyrinth toy. By twisting and turning the cube, players attempt to manoeuvre a small steel ball through an intricate maze composed of a number of steps along narrow plastic tracks. The result creates the ultimate Rubik’s Cube puzzle and maze, adding in another level of fun and making the Cube even more challenging than before.

Speaking about the new launch, Lori Heiss-Tiplady, VP brand strategy at The Smiley Company, said: “Perplexus has become famous for its ingenious sculptural designs and various levels of challenge. These values are perfectly aligned with those that have made the Rubik’s Cube the best-selling toy in history. We are committed to extending the brain-boosting credentials of the Rubik’s brand by partnering with world-class companies, like Spin Master, who share our goal of nurturing smarter future generations through products that help to learn, boost intelligence and evolve Rubik’s STEM accreditation status.”

“Collaborating with such an iconic toy like Rubik’s Cube is a unique opportunity to expand the fun and challenge of the Perplexus play experience,” added Elizabeth LoVecchio, VP of marketing, Spin Master Games. “Perplexus is already captivating minds, both young and old, and we are excited to work together with The Smiley Company to expand the popular line and further push the boundaries of fun and innovation.”

Perfect for giving kids a head start on STEM without a screen, the range of new games is currently in development with the first product set for launch in Spring 2020 and additional toys earmarked to roll out soon after.