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Fortune
Fortune
Prarthana Prakash

How the Rubik’s Cube has lived to 50 years—and continues to be a rage among Gen Z and beyond

a picture of erno rubik holding a rubik's cube (Credit: Daniel Karmann—picture alliance/Getty Images)

If you’ve ever dabbled with a Rubik’s Cube, you know it isn’t the easiest puzzle to crack. Despite the challenging nature of the game, it’s endured longer than most other toys of its generation—think Tamagotchis and Game Boys. 

The Cube has seen enormous growth and success in its relatively long lifespan in the world of games, selling roughly 500 million units as it celebrates its 50th anniversary this year since architecture professor Erno Rubik discovered it—something he says has defied his expectations. 

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