LIMITED-EDITION COLLABORATION ANNOUNCED AT LICENSING EXPO
As the trend for retro gaming hits fever pitch globally, Rubik’s & PAC-MAN – two of the most iconic brands from 1980’s pop culture – have teamed up to create the ultimate product mash-up. Fans of retro and geek culture will be in for a massive treat, with the launch of an exciting cross-category collaboration that will pay homage to two of the most iconic games ever created.
This pair of much loved heritage brands will join forces for a historic Limited-Edition collaboration, which was announced today at the world’s leading licensing trade event, Licensing Expo.
With a range of exciting designs that will encourage fans to #playagain, the PAC-MAN x Rubik’s style guide will target a unisex demographic of teens and adults. This collaboration promises to be whimsical, fun and full of nostalgia for the 1980’s and will feature retro-inspired designs updated for the digital generation with hashtag slogans. The licensing program will appeal to fans of Rubik’s and PAC-MAN from back in the day and also the legions of 14-24 year olds that have gone retro crazy in the last 18 months. With a Limited-Edition PAC-MAN branded Rubik’s Cube also in the works for retail release, the 80s revolution really is in full swing for 2017.
The collaboration will lean towards both brands’ unique 1980’s heritage, when both games shot to worldwide acclaim and global success, becoming symbols of a decade. Whilst Rubik’s went on to become the bestselling toy in history, PAC-MAN became the highest grossing video game of all time.
This ground breaking deal has been brokered by master licensee, The Smiley Company, on behalf of Rubik’s Brand Limited and BANDAI NAMCO Entertainment, owner of PAC-MAN who are both currently seeking licensees in categories including apparel, accessories, gifts, homewares, electronics & digital accessories and novelties
Speaking about the exciting partnership Smiley Company Vice President of Brand Strategy Lori Heiss said: “PAC-MAN and Rubik’s are two of the biggest pop culture icons of the 80’s. The Smiley studio has created a very cool style guide based on the current trend for retro games merchandising. I am sure the products from this unique collaboration will be hits and are going to become collectors with all generations of geeks.”
Whilst Mike Townend Managing Director of Rubik’s Brand Limited said: “Rubik’s is very excited to be working with Pac-Man and the Limited-Edition nature of the collection should ensure instant collectability with fans.”
Delphine Janczak EMEA Brand Manager of BANDAI NAMCO Entertainment says: “PAC MAN and Rubik’s share similar heritage and they are both true icons of the crazy 80’s generation. They defy times, gender and age but most importantly they both manage to renew themselves while continuing to provide moments of fun to everyone. The combination of these two brands is the perfect explosive mix that will amuse and reunite old and new generations who share a common passion. We are really excited about this project and we cannot wait to watch PAC MAN Rubik’s breaking records!”