Mir Kubikov: Moscow’s Cube‑Craze
In the bustling Russian toy aisles, those familiar bright‑red Lego banners have disappeared, replaced by a new neon splash: World of Cubes (Mir Kubikov). It’s the latest makeover in a retail landscape reshuffling after the world’s favourite blocks pulled out.
Why is the Switch Happening?
Retail giant IRG (Inventive Retail Group) is rolling out 65 fresh spaces in 20 cities—dumping Lego’s old storefronts and putting the Cube brand in their place. Lego cut ties with IRG last July, stating it no longer ships to Russia after March 2022 and won’t support any sales of its bricks in the country.
What’s Inside a Cube Shop?
- Official Lego bricks sourced from parallel imports and other suppliers.
- Stores will no longer carry the Lego logo, but IRG claims the bricks remain true to the brand.
- Lego remains on the brand list, though it’s officially separate from IRG.
A Broader Trend of Western Brands Fading Out
It’s not just Lego. McDonald’s shuttered its “Vkusno tochka” (a.k.a. “Tasty”) spots, and Starbucks rebranded to “Stars Coffee.” These changes mirror a wider exodus of familiar names, spurred by political backlash and supply chain hiccups.
World of Cubes Gets Going
IRG says the first Cube outlets are already open, with a full rollout by October’s end.
Side Spin: Dmitry Azarov’s New Venture
Former Lush owner Dmitry Azarov is launching a new line called List and filing trademark rows for “Relish,” covering soaps, lotions, and the like. Lush asked, “We’re not involved,” and Azarov hasn’t yet responded to our ask for comments.
