Toys

Rubik’s Cube gets a $299 update, complete with IPS screens and its own apps

culture, gaming, puzzles, Rubik's Cube, Toys / Rejus Almole / October 9, 2025

The Rubik’s Cube has been reinvented with more games and many more screens for much more money.

What has long been cherished as a simple toy yet complex puzzle requiring nothing but a healthy amount of twisting, turning, and patience has been rebooted for the 21st century. Naturally, that calls for a few dashes of technology.

Differing from the original Rubik’s Cube, which has six faces that each contain a 3×3 grid, the Rubik’s WOWCube, made available for preorder today, as spotted by The Verge, has six faces with 2×2 grids.

Rather than a solid-colored sticker, each of the toy’s 24 squares is a 240×240 IPS display. The cube itself is composed of eight “cubicle modules,” as Cubios, the company behind the toy, calls them. Each module includes three of those IPS screens and a dedicated SoC. As a Cubios support page explains:

Our patented magnetic connectors allow the modules to maintain perfect electrical contact and seamless data flow between them, no matter how the cube is rotated. This ensures that data can be transferred between autonomous modules on the fly, enabling data sharing and distributing low voltage power across the WOWCube …

Each of the 24 displays can be set to show a solid color for solving a simpler, but still captivating, Rubik’s puzzle. Alternatively, the screens can be twisted and turned to play dozens of different games, including Block Buster, Space Invaders, and Jewel Hunter.

The WOWCube weighs 11.29 ounces. Credit: Cubios

Also part of the toy is a gyroscope, 6-axis accelerometer, and eight speakers. Cubios claims the integrated battery can last for up to seven hours before needing a recharge.

In order to add games or other apps to the WOWCube, you must download the WOWCube Connect iOS or Android app, pair the toy with your phone over Bluetooth, and then use the mobile app to download games onto the WOWCube.

Currently, the WOWCube’s online app store lists 47 games; some cost money to download, and some aren’t available yet. The WOWCube runs its own operating system, dubbed CubiOS, and Cubios (the company) offers a free DevKit.

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New Lego-building AI creates models that actually stand up in real life

AI, AI research, Ava Pun, Biz & IT, lego, LegoGPT, machine learning, Toys / Paul Patrick / May 10, 2025

The LegoGPT system works in three parts, shown in this diagram. Credit: Pun et al.

The researchers also expanded the system’s abilities by adding texture and color options. For example, using an appearance prompt like “Electric guitar in metallic purple,” LegoGPT can generate a guitar model, with bricks assigned a purple color.

Testing with robots and humans

To prove their designs worked in real life, the researchers had robots assemble the AI-created Lego models. They used a dual-robot arm system with force sensors to pick up and place bricks according to the AI-generated instructions.

Human testers also built some of the designs by hand, showing that the AI creates genuinely buildable models. “Our experiments show that LegoGPT produces stable, diverse, and aesthetically pleasing Lego designs that align closely with the input text prompts,” the team noted in its paper.

When tested against other AI systems for 3D creation, LegoGPT stands out through its focus on structural integrity. The team tested against several alternatives, including LLaMA-Mesh and other 3D generation models, and found its approach produced the highest percentage of stable structures.

A video of two robot arms building a LegoGPT creation, provided by the researchers.

Still, there are some limitations. The current version of LegoGPT only works within a 20×20×20 building space and uses a mere eight standard brick types. “Our method currently supports a fixed set of commonly used Lego bricks,” the team acknowledged. “In future work, we plan to expand the brick library to include a broader range of dimensions and brick types, such as slopes and tiles.”

The researchers also hope to scale up their training dataset to include more objects than the 21 categories currently available. Meanwhile, others can literally build on their work—the researchers released their dataset, code, and models on their project website and GitHub.

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Toys “R” Us riles critics with “first-ever” AI-generated commercial using Sora

AI, Air Head, Biz & IT, Joe Russo, machine learning, Mike Drucker, Native Foreign, Patrick Cederberg, shy kids, Toys, Toys"R"Us, video synthesis / Rejus Almole / June 26, 2024

Enlarge / A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys R Us

On Monday, Toys “R” Us announced that it had partnered with an ad agency called Native Foreign to create what it calls “the first-ever brand film using OpenAI’s new text-to-video tool, Sora.” OpenAI debuted Sora in February, but the video synthesis tool has not yet become available to the public. The brand film tells the story of Toys “R” Us founder Charles Lazarus using AI-generated video clips.

“We are thrilled to partner with Native Foreign to push the boundaries of Sora, a groundbreaking new technology from OpenAI that’s gaining global attention,” wrote Toys “R” Us on its website. “Sora can create up to one-minute-long videos featuring realistic scenes and multiple characters, all generated from text instruction. Imagine the excitement of creating a young Charles Lazarus, the founder of Toys “R” Us, and envisioning his dreams for our iconic brand and beloved mascot Geoffrey the Giraffe in the early 1930s.”

The company says that The Origin of Toys “R” Us commercial was co-produced by Toys “R” Us Studios President Kim Miller Olko as executive producer and Native Foreign’s Nik Kleverov as director. “Charles Lazarus was a visionary ahead of his time, and we wanted to honor his legacy with a spot using the most cutting-edge technology available,” Miller Olko said in a statement.

In the video, we see a child version of Lazarus, presumably generated using Sora, falling asleep and having a dream that he is flying through a land of toys. Along the way, he meets Geoffery, the store’s mascot, who hands the child a small red car.

Many of the scenes retain obvious hallmarks of AI-generated imagery, such as unnatural movement, strange visual artifacts, and the irregular shape of eyeglasses. In February, a few Super Bowl commercials intentionally made fun of similar AI-generated video defects, which became famous online after fake AI-generated beer commercial and “Pepperoni Hug Spot” clips made using Runway’s Gen-2 model went viral in 2023.

A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys R Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys R Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us
A screen capture from the partially AI-generated Toys “R” Us brand film created using Sora.

Toys “R” Us

AI-generated artwork receives frequent criticism online due to the use of human-created artwork to train AI models that create the works, the perception that AI synthesis tools will replace (or are currently replacing) human creative jobs, and the potential environmental impact of AI models, which are seen as energy-wasteful by some critics. Also, some people just think the output quality looks bad.

On the social network X, comedy writer Mike Drucker wrapped up several of these criticisms into one post, writing, “Love this commercial is like, ‘Toys R Us started with the dream of a little boy who wanted to share his imagination with the world. And to show how, we fired our artists and dried Lake Superior using a server farm to generate what that would look like in Stephen King’s nightmares.'”

Other critical comments were more frank. Filmmaker Joe Russo posted: “TOYS ‘R US released an AI commercial and it fucking sucks.”

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