Zuru announces exclusive Fidget Cube distribution agreement

Published on: 4th May 2017

Zuru will manufacture and distribute the cube to retailers in the UK and abroad.

Fidget CubeFollowing the agreement with Ansty Labs, creators of the Fidget Cube, Zuru will be attempting to clean up the copycat products currently filtering into the UK market. With a significant IP portfolio built out on Fidget Cube, Zuru plans to ensure the IP rights are protected.

Anna Mowbray, Zuru COO, commented: “We are incredibly excited to have gained the rights to this fantastic toy. One critical element for us is to now protect the Antsy Lab invention and concept by ensuring they are not undercut by cheap knock-offs.”

Created by two brothers, Mark and Matthew McLachlan, Fidget Cube’s original pledge goal of a modest $15,000 USD ultimately attracted 155,000 individual backers, and raised $6.4 million USD.

“We’re excited to announce this licensing agreement with Zuru, as we begin building a long-lasting and successful relationship with them in the toy industry. The incredible response we’ve already received for Fidget Cube has been humbling, and we look forward to further distributing Fidget Cube worldwide with Zuru’s extensive experience in this area.” said Matthew McLachlan, Co-Founder, Antsy Labs.

Available in 8 colours, the Fidget Cube is set to roll out in UK stores in June 2017. Alongside this, Zuru and Antsy Labs will be launching Zuru Spinner and Fidget Prism, a companion for Fidget Cube.

Zuru is also excited by the licensing opportunities for the toy, and is already partnering with Marvel to launch before Christmas. In addition to Fidget Cube, Zuru is launching the new Zuru Spinner, also from Antsy Labs. The Zuru Spinner is available in four colours.


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