When the Rubik’s Cube debuted in 1974, it changed the way people thought about puzzles — a tactile test of patience, logic, and dexterity. Five decades later, that legacy continues in a new form: the Rubik’s WOWCube, a tech-driven, handheld cube that transforms the classic puzzle into an interactive, yet still tactile, digital platform.
Developed by Cubios and licensed through Spin Master, the Rubik’s WOWCube combines the recognizable geometry of the Rubik’s Cube with modern technology. “Spin Master has always been drawn to ideas that challenge convention and spark creativity, and WOWCube does exactly that,” shares Sam Susz, Senior Director, Brand Marketing, Games at Spin Master.
“It captures the spirit of Ernő Rubik’s original invention while reimagining it for a new generation of solvers, creators, and tech-forward players,” Susz says.
Each of the Rubik’s WOWCube’s four high-resolution digital screens is equipped with gyroscopes, allowing the device to respond to twists, tilts, and shakes in three-dimensional space. Players can rotate the cube to control on-screen action, blending physical manipulation with digital play.
“We have three or four generations that have all been raised on the Rubik’s Cube,” says Napoleon Smith III, Chief Marketing Officer, Rubik’s WOWCube. But younger generations expect a digital component. “Half their brain is digital,” Smith explains. Smith met Max Filin, Co-Founder and CEO of Cubios, at Maker Faire with the WOWCube prototype six years ago. “I knew that this was the future of Rubik’s Cube,” Smith says. “We’ve been working together ever since.”
For Spin Master, the Rubik’s WOWCube represents a thoughtful evolution of a classic brand. “The collaboration grew out of a shared passion for innovation and a desire to redefine what problem-solving play can be,” reveals Susz. “The WOWCube team has developed an incredibly inventive platform that merges digital gaming with the satisfying tactile experience of the classic Cube — a concept that immediately resonated with us.”
Developing the WOWCube, Smith says, required a lot of trust. He reports that the team brought the prototype to Spin Master and was immediately met with approval. “As part of our portfolio, WOWCube lets us connect with new audiences, especially kids and families who are growing up in a world where digital and physical play are seamlessly blended,” Suz shares. “It reinforces Rubik’s position as the world’s most iconic symbol of curiosity and ingenuity, a brand that continues to evolve without ever losing sight of its puzzle-solving roots.”
The device supports a library of games ranging from updated masterpieces like Space Invaders and Cut the Rope to puzzle favorites such as 2048. At launch, the Cube offered 70 games, with plans to include 50-60 more titles within a few months. “We’re planning to have a robust library of games,” Smith promises.
It also hosts original titles specifically designed for the cube, which take advantage of its unique movement-based control system. Players can even use the Rubik’s WOWCube as an interactive display, customizing its faces to show digital art, widgets, or ambient animations. “The software and the hardware in this are pretty strong,” explains Smith. “It’s been designed for many years of development.”
Beyond entertainment, the platform has educational potential. With an open software development kit and developer portal, the Rubik’s WOWCube encourages creators to design their own experiences — from games to learning tools — and share them within the community. The device is also rooted in STEM concepts with its ability to foster spatial reasoning, coding skills, and critical thinking.
As tech-enabled toys continue to evolve, the Rubik’s WOWCube occupies a unique space between nostalgia and innovation. It pays homage to one of the world’s most recognized puzzles while embracing the possibilities of interactive gaming — a balance that keeps the brand turning forward.
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A version of this feature first appeared in the 2026 International Issue of The Toy Book. Read the full issue here!
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RUBIK’S WOWCUBE
This modular gaming device brings the Rubik’s Cube into the future with rotating digital cubes, motion controls, and a STEM-certified open platform.
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