Rubik’s Cube Launches Back-To-School Promotion in UAE


The Smiley Company, master licensee for the Rubik’s Cube, announced a new mall promotion and live experience in conjunction with Majid Al Futtaim. Together, they have created a range of Rubik’s experiences for visitors to their City Center Sharjah and City Center Ajman Malls in the United Arab Emirates.


Play activations and experiences feature key brand elements from the Rubik’s Cube. When shoppers spend AED 200 or more in either location, they can redeem entry into specialist Rubik’s zones offering a range of original Rubik’s games as a free-play format for visitors to complete against the clock and win a selection of fantastic prizes.

Rubik’s Play Zone at City Center Sharjah


Visitors can play as a single player against the clock or go head-to-head with an opponent at the Rubik’s Speedcubing Tables. Available weekdays and weekends from August 15 through September 15, this fast-paced challenge gives players a chance to get first-hand experience with one of the world’s fastest growing competitions – Speedcubing. The zone is open daily, 10 a.m.–10 p.m., for all visitors to practice, play and solve the puzzle with a chance to win a range of prizes.


City Center Sharjah will also host an Official Rubik’s Speedcubing Tournament in partnership with the World Cube Association. Running for the final seven days of the promotion, the competition will be open to entry for all players registered at the Rubik’s Play Zones.


Rubik’s Match Zone at City Center Ajman


Shoppers can race against the clock or other Cubers to complete the colored face of an oversized Rubik’s Cube. Players must finalize their assigned Cube face in the specified color using the Cubes provided. The ‘Rubik’s Match’ can be played with up to four players at any time, and participants can win a selection of prizes from retailers within the mall.


Lori Heiss, vice-president of brand strategy at The Smiley Company, said of the promotion, “Constantly striving to help consumers think outside the cube, we are pushing the boundaries of the Rubik’s brand to deliver innovative and exciting activations for our fans. In line with our strategy of creating products and experiences that deliver on the power of play, our partnership with Majid Al Futtaim will bring the Rubik’s brand to life with visually impactful and intellectually challenging experiences that will create sharable and memorable content for fans of all ages.”