Zuru launches Fidget Cube digital campaign

The 'Fingers Love to Fidget Cube' campaign targets millennials with tongue-in-cheek promotional videos.
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Zuru has launched a new promotional campaign for its line of fidget cube products, titled 'Fingers Love to Fidget Cube.'

Aimed at a millennial audience, the campaign demonstrates how the Original Fidget Cube can help relieve stressed fingers from their ‘first world problems’ with four tongue-in-cheek videos. 

The light-hearted campaign will run on social and digital platforms including YouTube, Facebook and Instagram starting this month to coincide with the launch of the Original Fidget Cube Series 3 featuring new designs.

“We’re excited to launch the ‘Fingers Love to Fidget Cube’ digital campaign and help solve your finger’s anxiety-inducing problems,” said Hannah Leeming, senior brand manager for Zuru. 

“The amusing and witty videos identify four stressful situations that every finger experiences, such as the ‘Tinder Finger’ or ‘Nose Picker’ and alleviates them with the relaxing powers of the Fidget Cube. We hope this campaign will entertain and appeal to our adult buyers.”

The fidget cube was created by Antsy Labs and officially licensed by Zuru. The toy was a crowdfunding hit, attracting more than 150,000 backers, raising $6.4 million.

“We’ve known that kids love the Original Fidget Cubes, but now realize how immensely appealing they are to young adults, particularly busy young professionals juggling their work-life balance and all the stress that comes with it,” added Adam Woods, creative director for Zuru. 

“The main trigger behind this campaign is its weird but relatable humour. We wanted to create something that would resonate with our audience and get them sharing and talking. The product is not only functional but also fun, these spots pay homage to that while making you smile.”

Since launching the product in 2017, ZURU has released multiple series with colourful designs and licenses, including DC Comics and Marvel Avengers. According to NPD, the Original Fidget Cube was the #1 selling product in the U.S. in 2017 in the All Other Toys Supercategory, which exemplifies both the strength of the trend and the Original Fidget Cube’s position as the leading product for fidgeting fingers.


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