Zuru launches hilarious Fidget Cube campaign

by TnP Staff
Published: 4 April 2018, 11:46
Quick Link: www.toysnplaythings.co.uk/qap2g

The Fingers Loves to Fidget Cube digital activity will coincide with launch of the Original Fidget Cube Series 3

Zuru has launched the Fingers Love to Fidget Cube digital campaign featuring the Original Fidget Cube.

Aimed at a millennial audience, the campaign demonstrates how the Original Fidget Cube can help relieve stressed fingers from their ‘first world problems’ with four tongue-in-cheek videos. The light-hearted campaign will run on social and digital platforms, including YouTube, Facebook and Instagram, this month to coincide with the launch of the Original Fidget Cube Series 3 featuring new designs.

“We’re excited to launch the Fingers Love to Fidget Cube digital campaign and help solve your finger’s anxiety-inducing problems,” said Hannah Leeming, Senior Brand Manager for Zuru. “The amusing and witty videos identify four stressful situations that every finger experiences, such as the Tinder Finger or Nose Picker and alleviates them with the relaxing powers of the Fidget Cube. We hope this campaign will entertain and appeal to our adult buyers.”

Created by Antsy Labs and officially licensed by Zuru, the Original Fidget Cube became a global viral sensation on Kickstarter, attracting more than 150,000 individual backers and raising $6.4 million. The six-sided toy’s array of addictive features include five clicker buttons (two of which are silenced), a switch to flick up and down, and a side designed as a gaming joystick with a satisfying gliding action. 

“We’ve known that kids love the Original Fidget Cubes, but now realise how immensely appealing they are to young adults, particularly busy young professionals juggling their work-life balance and all the stress that comes with it,” said Adam Woods, Creative Director for Zuru. “The main trigger behind this campaign is its weird but relatable humour. We wanted to create something that would resonate with our audience and get them sharing and talking.  The product is not only functional but also fun, these spots pay homage to that while making you smile.”

 Since launching the product in 2017, Zuru has released multiple series with colorful designs and licenses, including DC Comics and Marvel Avengers. According to NPD, the Original Fidget Cube was the #1 selling product in the U.S. in 2017 in the All Other Toys Supercategory.