Smiley inks Rubik's deal with Uniqlo
Smiley has been creating brand extension opportunities on behalf of Rubik’s Brand Ltd in recent periods. The company said it is growing the brand’s non-conventional Rubik’s channels as it works to turn the top-selling toy into a lifestyle label for kids and Gen Z while it “celebrates the renaissance of geek culture.”
This new deal will see streetwear-inspired Rubik’s prints launch across Uniqlo’s global distribution network of over 1,500 stores and further highlights the demand for the brand outside of traditional channels.
Back in September Smiley announced that its Rubik’s kidswear collaboration with Paris destination store Colette had sold out fast.
Smiley CEO Nicolas Loufrani said of the Uniqlo hook-up: “As Rubik’s sales continue to build globally, so does the confidence of new partners in the brand extension. We are really now starting to see the tangible benefits of all the trade shows we have been showing at. I’m really pleased to sign a deal with Uniqlo, who are one of the coolest multiples on the high street today and also producing great quality products.”
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