Sales of the Cube are up by as much as 300% in some major outlets on the same period last year, according to the latest NPD(1) sales volume figures. (1) NPD Euro Toys Ltd.
'We haven't exactly been taken by surprise by the sudden resurgence in interest in the Rubik's Cube, because we were fully aware of Drumond Park's marketing plans early in the year' says Ben Hoyle, Games and Puzzles Buyer from Woolworths.
The 'Rubik's Renaissance' has been building up since Easter, explains Claire McCool, Marketing Director of Drumond Park Games. Edinburgh-based Drumond Park is the independent toy and games company which took over the UK distribution rights for the world's best-selling puzzle (300 million copies to date) in March of this year.
'It has been fascinating watching sales volume mounting week by week since early September... and now the Cubes are flying out of the stores!' adds Claire.
It is obvious to many that the magic of the Rubik's Cube has never gone away. It has become an international phenomenon that runs and runs, with Speedcubing championships held regularly throughout the world, and a thriving and competitive communications network that keeps in constant touch via social activities organised through the internet.
Now the Rubik's Cube is back in the UK - with a vengeance. Cubers of both sexes, from pre-teens to the over-70s, are busy clicking, twisting and turning with as much fanaticism as they did back in the 1980s when Erno Rubik's ingenious coloured cube puzzle first hit the world's stores.
Retro good looks
The classic look of the six-sided Cube, with each face made up of nine vibrantly coloured squares, hasn't changed at all in 24 years, but methods of marketing and packaging it have... and that, says Claire, accounts for the rebirth in interest in finding the right solution out of (literally) 43,252,003,274,489,856,000 possible cubic permutations!
'The Cube is now marketed in arresting 'take me home' packaging,' she says 'And comes complete with a Games and Solution booklet which tells you all about the great games that can be played with it (such as 'Speedsiding' - completing one side in the fastest possible time, unscrambling, doing another side in another colour, and so on).
'It also includes a 7-Step Solution guide to point you on your way to actually solving it', she adds with a laugh.
Drumond Park has been running a hard-hitting all-year awareness programme through both press and broadcast media, directed at four different target age-groups, pre-teens, teens and twenties, those aged 30 plus and, of course, the greys - who so enjoyed conquering the Cube first time round. Sampling and competitions have also been arranged in hundreds of schools around the country.
And in the run-up to Christmas, a newly-produced, quirky TV commercial running on GMTV, Cartoon Network, Fox Kids, Trouble etc. has made sure that the perennially puzzling Rubik's Cube phenomenon is now enjoying a completely new life, amongst a completely new set of youthful fans.
'We are hopeful that we won't be in an out-of-stock situation over the next two weeks' says Claire. 'We have taken steps to make sure that our major high street outlets, and the catalogues, have substantial supplies in hand to meet the demand which will undoubtedly continue right up to Christmas - and looks set to keep going next year, when we will be celebrating the Cube's 25th Birthday.'
Drumond Park toys, puzzles, games, magic and action toys for
kids are widely available from Woolworths, Tesco, W H Smith, major Department Stores, many catalogues and most good Toy Shops, including Toys R Us. Stockists' information number is +44-(0)1506-855577, or visit their website at www.Drumondpark.com
Note to Editors:
FOR A REVIEW SAMPLE OF THE RUBIK'S CUBE, CALL US TODAY!
- For more information on any of Drumond Park's games, puzzles and action toys
- To interview DPL's Sales & Marketing Director Claire McCool
- For pics of any of DPL's products (we will send these electronically)
Distributed by PR Newswire on behalf of Drumond Park Games
Between Hungary Budapest 1982 and 2003 Toronto Canada without championship and now 200 ? Open your eyes !!!