RUBIK’S BRAND Ltd, the London-based company that owns the rights to the Rubik’s Cube – the world’s most popular toy – is hosting its first ever Pop-Up Experience in London’s West End.

The brand is creating a truly immersive experience for Rubik’s Cube enthusiasts in advance of the 40th anniversary of the cube becoming toy of the year and taking the world by storm.

Since the Rubik’s Cube’s launch in 1980, an estimated 450 million Rubik’s cubes have been sold globally. It has become one of the most instantly recognised symbols of fun, aptitude and creative endeavour due to its iconic, colourful multidimensional design that continues to appeal to people of all ages and cultures.

The Rubik’s Cube has captured the imagination of global superstars such as actor Will Smith, singer-songwriter Justin Bieber and cyclist, Mark Cavendish.

CEO of Rubik’s Brand Ltd, Christoph Bettin said, “This pop-up experience is a superb way to showcase the amazing development of the Rubik’s Cube over the last 40 years and pave our way to the next four decades. The brand captured the zeitgeist of the 1980’s and its popularity has endured, with its fanbase growing year by year.

“We will be unveiling new, exciting toys and collaborations to stimulate and entertain cubers of all ages. The event is all about engagement and visitors can expect to become totally immersed in the multi-faceted world of Rubik’s that is colourful and sensational with unexpected twists and turns in honour of the Cube’s inventive genius. It’s a truly omnipresent toy that people hold in great affection.”

The new interactive pop-up experience will feature many exciting activities, demonstrating the creative impact of the intriguing cube. A mosaic of HRH Queen Elizabeth II will be created using 1,800 limited edition Rubik’s cubes.

Designed by Norwegian cube artist, @Cubearting, the artwork will be assembled with the help of visitors, set to break the current Guinness World Record for the most individuals contributing to a single Rubik’s Cube mosaic. The current record has 293 participants which the Rubik’s Brand plans to smash.

The UK speedcubing champion, George Scholey, along with other cubers, will be in attendance to teach novices how to crack the cube’s code.