450 million Rubik’s Cubes have sold worldwide. A Rubik’s Cube has been handled by 1 in 7 humans on planet earth. The colourful toy has inspired people in the arts, in mathematics, in engineering and pop culture. But when inventor Ernő Rubik first started showcasing his creation at toy fairs, he was rejected - by toy companies, distributors and investors. Told it was “too niche.” Then, once it finally made its way into stores and millions of homes across the globe, the New York Times declared the Rubik’s Cube dead. It’s a story full of twists and turns.

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