The Rubik's Cube: A Puzzling Success

There are many reasons for the enduring popularity of the Rubik's Cube, according to its reclusive Hungarian inventor, Erno Rubik. The iconic toy is an intellectual challenge, it's accessible to people from all cultures, and it helps provide a sense of order and stability in an uncertain world. But the fundamental reason 350 million cubes have sold since 1980, Rubik says from his studio in Budapest, is its design: "People like its beauty, simplicity and form. It's really not a puzzle or a toy. It's a piece of art."

Whatever the magic, it's still working. As...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!