Here's a 21st Century puzzle: How can toymakers be more sustainable?
Spin Master Ltd., which bought the Rubik's Cube brand in 2021, says it has one answer to that question with a new version of the classic 3D puzzle now made with 100 percent recycled plastic.
The Rubik's Re-Cube went on sale in January as the first major focus of Spin Master's "Playsponsible" initiative to improve its environmental footprint.
"The Rubik's Cube was chosen as one of the first toys for a green makeover because as an evergreen, high-sales-volume product made almost entirely out of plastic it was 'just screaming out to us as an opportunity,'" Tammy Smitham, vice president for communications and corporate citizenship at Spin Master, told Joan Verdon of Forbes for a Jan. 26 story.
Spin Master has also recently released versions of checkers and dominoes games using recycled plastics and told Forbes that the success of the Re-Cube will open the door for more recycled material at the company.
Trade group The Toy Association notes that research by The Insights Family shows that 64 percent of U.S. parents of kids age 3-9 said they were willing to pay more for toys with a better environmental footprint.