Zuru secures global distribution of Fidget Cube as crackdown on fakes commences

Robert Hutchins

By Robert Hutchins

May 4th 2017 at 10:55AM
UPDATED May 4th 2017 at 12:26PM
Zuru secures global distribution of Fidget Cube as crackdown on fakes commences

The firm has secured an agreement with Antsy Labs to roll the cubes out to major retailers across the UK and worldwide; Zuru is already eyeing licensing opportunities, including partnership with Marvel.

Zuru has secured an exclusive global agreement with Antsy Labs to manufacture and distribute one of the biggest Kickstarter success stories of all time, Fidget Cube.

The deal will see Zuru distribute the popular line of fidget toys to major retailers across the UK and other countries this summer.

Part of Zuru’s launch strategy will be to start the process of eliminating the copycat knock offs currently filtering into the UK market with plans to aggressively pursue all knock-offs and retailers carrying them to ensure IP rights are protected.

Anna Mowbray, Zuru COO, said: “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, terrible quality knock-offs.

“As a corporate mentality, we strive to work with legitimate patent and IP holders providing a platform for true inventions to make their way into market and to be respected.

“We will be ensuring we look into all avenues to vigorously protect this item both in the UK and internationally.”

Created by two brothers, Mark and Matthew McLachlan, Fidget Cube’s original pledge goal of $15,000 became a viral sensation, attracting 155,000 individual backers and raising a total of $6.4million.

“Fidget toys are the hottest new trend and Fidget Cube is becoming a huge fad after it was the second most backed Kickstarter of all time,” said Nick Mowbray, Co-CEO, Zuru.

“We are excited to collaborate with Antsy Labs and apply our extensive experience with Kickstarter products to take this to the world and create a whole new toy category and brand.”

Matthew McLachlan, co-founder, Antsy Labs, added: “We are 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.”

A six-sided desk toy, Fidget Cube is designed for restless hands as it aims to help users focus. The cube features an array of addictive features including five clicker buttons, a switch to flick up and down and a side in the design of a gaming joystick to enjoy the unusually satisfying gliding action.

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

Zuru is also excited by the licensing opportunities for the viral sensation and is already partnering with Marvel to launch before Christmas.