Zuru secures Fidget Cube exclusivity deal

Exclusive worldwide deal inked with creator Antsy Labs to manufacture and distribute Fidget Cube and companion products

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Posted 04.05.2017 | Business

Exclusive worldwide deal inked with creator Antsy Labs to manufacture and distribute Fidget Cube and companion products   

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

The deal includes distribution to major retailers in the UK and other countries this summer. Available in eight colours, the highly addictive Fidget Cube is set to roll out in UK stores in June 2017, alongside the Zuru Spinner and Fidget Prism, a companion for Fidget Cube.

A Marvel licensed version of the craze toys is already in the works, with product expected to roll out before Christmas.

Zuru says part of the launch strategy will be to clean up copycat products currently filtering into the UK market. With a significant IP portfolio built out on Fidget Cube, the company plans to aggressively pursue all knock offs and retailers carrying these to ensure the IP rights are protected.

Anna Mowbray, Zuru COO, explained: “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.”

Fidget Cube is specifically designed for restless hands and helps you focus. The six-sided desk toy is equipped with an array of addictive features including five clicker buttons (two of which are silenced so you won’t annoy your colleagues!) a switch to flick up and down and a side in the design of a gaming joystick to enjoy the unusually satisfying gliding action!

“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’re 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."

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