VR escape rooms on the cards as Rubik’s enters themed attractions space

The Smiley Company has brokered a deal between Rubik’s and Paragon Creative for new Rubik’s themed attractions.

Since signing, the team has worked together to create a range of themed attractions inspired by Rubik’s values which will bring the toy brand to life in interactive new ways.

Tapping into key Rubik’s attributes including logic, progressive difficulty and incorporating the colours and twisting motion, there will be activities for all ages.

Rubik’s is now seeking partners in the mall and themed attractions space for a range of concepts which include escape rooms with a virtual reality element and a range of family activities including soft play, climbing, crazy golf and logic based mazes.

Lori Heiss Tiplady, VP of brand strategy at The Smiley Company, said: “We couldn’t be more excited to be working with the themed attractions experts at Paragon Creative on this range of leisure concepts for Rubik’s.

“Innovation, interactivity and challenging fun are at the heart of these concepts, which will push participants to use their brain power to conquer physical tasks for a uniquely Rubik’s twist on popular attractions.”

Mark Pyrah, development director and founder of Paragon Creative, added: “We are facing increasing demand from the retail and developers to supply branded leisure attractions to increase dwell time and create third space destinations to the to the market.

“Having an internationally recognised brand like Rubiks, accessible to all age groups, allows us the scope to create incredible experiences to service this growing requirement across the globe.”

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