When Ernő Rubik invented the Rubik’s Cube 40 years ago, he had no idea it would become a household name. Four decades on, the brightly coloured 3D puzzle is gaining cult status once more, this time among a younger generation, who are sharing videos of themselves solving it on social media – and even competing in “speedcubing” events.
Now two British teenagers are set to take part in the final of the Rubik’s Cube world cup, which takes place virtually this week. They’ll be attempting to beat the current record holder Yusheng Du who can solve the puzzle in a jaw-dropping 3.47 seconds.
One of the two hopefuls is 18-year-old Chris Mills, who has become one of the UK’s top speedcubers – the name given to those who can solve the Rubik’s Cube at lightning speed. His record while competing is seven seconds although at home near Eastbourne he can do it in 3.98 seconds.
Asked what the appeal was, especially when there are so many other distractions for teenagers, he said: “It’s great because I can do it whenever and wherever I am. If I’ve got no internet, I can do this instead. Once you start, you notice yourself getting faster and faster. That’s very satisfying. To keep beating my record is what has kept me going for six years.”
Mills has also become part of a growing community that shares tips over Facebook and WhatsApp. This is how he met George Scholey, also 18, whom he will be competing against.
Scholey, who is studying at Queen Mary University, is from Northampton and like Mills has been solving Rubik’s Cubes since he was a young teen. His biggest concern is nerves. “I do get nervous because everyone is watching. My hands start shaking and obviously, it’s all down to this dexterity so you can’t really let that slide.”
Scholey believes the Rubik’s Cube is making a cult comeback among young people thanks to Youtube and Netflix documentary The Speed Cubers, which followed Max Park and Feliks Zemdegs as they prepared for last year’s championship.
Films of TikTok users solving the puzzle have also become popular, and Jurassic World actor Chris Pratt impressed his Instagram followers and made news when he managed to complete the cube in under a minute during lockdown. He later admitted he had been practising for a year.
The pandemic could also have played a part in boosting its popularity among the young, according to the puzzle’s maker. Rubik’s chief executive, Christoph Bettin said views and content on social media have increased significantly during lockdown and sales have risen by double digits in all major markets.
It is estimated that the Rubik’s Cube is played by more than a billion people, and 480 million units of Rubik’s Cubes and merchandise are expected to be sold globally this year alone, Bettin added.
He said: “Face-to-face events are on hold for reasons of safety and social distancing … and this change in circumstance has seen a massive growth of interest in puzzles and games, together with increased nostalgia.
“In addition, there has been exceptional interest in solving the cube during lockdown as the popularity in puzzles generally has soared.”
Ernő Rubik, the cube’s inventor, told the Observer the reason it’s still so popular 40 years on is that it “speaks to the noblest, universally shared human characteristics: curiosity, playfulness, problem-solving and intelligence”.
He added: “No matter your social background, colour of your skin or gender, the cube encapsulates the puzzle of us all. Young people, in particular, seem to be captivated with solving the cube at speed.”
