Novagraaf Team

After its patent rights expired, the owners of the iconic Rubik’s Cube attempted to use trademark registrations to extend its protection. After decades of disputes, its black and white trademark and now its colour trademark have been found invalid, as Volha Parfenchyk explains.

For successful companies, growth rarely occurs by chance. Expansion requires sharp choices, market insight and the ability to turn assets – such as trademarks and technology – into competitive advantage.

In sectors defined by rapid cycles and shifting consumer expectations, such as fast-moving consumer goods (FMCG), IP is not just about protection, it’s about acceleration. The ability to secure, align, and commercialise IP at pace is central to how companies bring new products and services to market, and how they grow.