The Fidget Cube was designed as a compact desk toy meant to help users stay focused and relieve stress. Each of its six sides featured different tactile functions like buttons, dials, switches, and spinners.
The idea was simple but powerful provide something productive to fidget with instead of clicking pens or tapping tables.
Created by Matthew and Mark McLachlan, founders of the Denver-based studio Antsy Labs, the product quickly gained traction for addressing a common modern need: managing restlessness in an increasingly distracted world.
A Record-Breaking Kickstarter Campaign
In August 2016, the McLachlan brothers launched the Fidget Cube on Kickstarter. Their goal was modest—raise $15,000 to bring their prototype to market. But within weeks, the campaign went viral.
Backers flooded the page with support, and by the end, over 150,000 people had pledged more than $6.4 million. It was one of the most successful crowdfunding campaigns in history. Media outlets like Forbes and The Verge praised the product’s universal appeal and smart design.
The Fidget Cube became a global symbol of how a simple, well-designed product could inspire millions.
What Went Wrong After the Hype
Despite its runaway success on Kickstarter, fulfillment did not go as planned. Many backers who supported the project in its early days found themselves waiting months for their product to arrive.
Shipping delays were widespread. Antsy Labs communicated that they were facing quality control issues in production and did not want to ship anything that failed their standards.
But frustration grew when backers discovered that the Fidget Cube was available in retail stores and online marketplaces like Amazon before many backers had even received tracking numbers.
This created a backlash. Supporters felt overlooked and betrayed. Social media, Reddit threads, and Kickstarter comments were filled with complaints about poor communication and unfair distribution.
The Counterfeit Crisis
Another major blow came from the influx of counterfeit Fidget Cubes. Knockoffs were being sold by the thousands on Amazon, eBay, and at gas stations and gift shops around the world.
These cheaper imitations looked identical to the real thing but often lacked quality and durability.
Backers who had paid a premium felt even more cheated. Not only had they waited longer than retail buyers, but they now had to compete with fake products that saturated the market.
Antsy Labs attempted to combat counterfeits with legal notices and product registration efforts, but the damage had been done. The credibility of the original creators had taken a hit.
The Fidget Trend and the Rise of the Spinner
Just months after the Fidget Cube took off, another gadget entered the spotlight—the fidget spinner. These spinning toys quickly became a global craze. Unlike the Fidget Cube, they were simple to produce and easy to copy.
As fidget spinners took over social media and toy shelves, the Cube began to fade from public attention. Though it sparked the trend, it was quickly overshadowed by a cheaper, flashier alternative.
This shift weakened long-term sales and pushed Antsy Labs further behind in their attempts to recover reputation and market share.
Present Status in 2025
As of 2025, the Fidget Cube is still available and actively sold through Antsy Labs’ official website. The company offers various editions, including the Original Series, Collector’s Designs, and updated versions in collaboration with toy distributor ZURU.
You can also find Fidget Cubes listed on Amazon and other retail platforms. Although the product no longer commands viral status, it has maintained a niche presence, especially among individuals with ADHD, autism, or high-anxiety professions where tactile focus aids are helpful.
The hype may have faded, but the utility remains. Today, the Fidget Cube is not a trendsetter, but a trusted desk toy that continues to serve its original purpose.
Lessons from a Viral Campaign
The Fidget Cube remains a powerful example of how a product can skyrocket from niche idea to mainstream obsession. But it is also a case study in what can go wrong after crowdfunding success.
The delays and communication breakdown damaged the trust that had fueled the Kickstarter explosion. The counterfeit problem further complicated the brand’s identity and profitability. And the emergence of the fidget spinner proved how fragile viral success can be.
What happened to the Fidget Cube was not a failure of the product itself, but of the systems behind its distribution, protection, and communication. Future creators looking to launch on Kickstarter would be wise to study both its rise and its fall.
FAQ
Q: What is the Fidget Cube?
A: A desk toy with six tactile sides designed to help people focus and manage anxiety or stress through productive fidgeting.
Q: Who created the Fidget Cube?
A: Brothers Matthew and Mark McLachlan, founders of Antsy Labs based in Denver, Colorado.
Q: How much money did it raise on Kickstarter?
A: The campaign raised over $6.4 million from more than 150,000 backers.
Q: Why were backers upset?
A: Many experienced delays and saw the product available in retail before receiving their orders. Counterfeits also flooded the market.
Q: Is the Fidget Cube still available?
A: Yes, both original and knockoff versions are still sold online, but the hype has largely faded since the rise of the fidget spinner.
TL;DR
The Fidget Cube raised millions on Kickstarter with a clever idea but faced backlash over shipping delays, counterfeits, and lost momentum.
