Case Study: Fidget Cube — The Desk Toy That Fidgeted Its Way into History
- Naveed Nawal
- Jan 7
- 3 min read
Six-Sided Interaction | Viral Momentum | Dual Crowdfunding Success | From Anxious Hands to Global Phenomenon
THE BACKGROUND
Before fidget spinners filled pockets and office drawers, there was Fidget Cube: a deceptively simple, tactile desk toy designed to give restless hands a purpose and restless minds a moment’s calm. Created by brothers Matthew and Mark McLachlan of Antsy Labs, the cube puts six different fidget mechanisms - from clickers and toggle switches to rollers and worry-stone-style surfaces - onto its faces for satisfying interaction wherever you are.
When Antsy Labs launched on Kickstarter in 2016, their goal was humble: raise US $15,000 to fund tooling and initial production. What followed was anything but small. With the campaign resonating globally among students, office workers, gamers, and fidgeters alike, 154,926 backers pledged over US $6.4 million, making the Fidget Cube one of the most funded Kickstarter projects of all time.
Because demand remained strong after the Kickstarter closed, the team also continued to offer pledges through Indiegogo, letting even more backers join the movement; a rare crossover where both platforms served the same product story and audience, and both contributed meaningfully to its success.
THE APPROACH
Antsy Labs didn’t just create a toy; they built an experience that invited people to fidget thoughtfully. Rather than releasing another generic stress ball or spinner, they integrated six distinct interactive elements into a compact cube form that fit easily on desks, in backpacks, and in pockets. With buttons, switches, joysticks, spinners, and smoother surfaces designed to be both satisfying and purposeful, the cube met users’ subtle need to move without distraction.
Their campaign strategy leaned into visual storytelling and relatability. The Kickstarter page clearly showed people using the cube in everyday moments, be it at work during tough deadlines, in classrooms, or on commutes, making the product feel personal and universally relevant. Updates shared prototype evolution, color options, behind-the-scenes design insights, and invited the community to help shape color choices and future versions.
After the overwhelming Kickstarter performance, Antsy Labs kept the momentum going on Indiegogo. Instead of treating it merely as a secondary platform, they allowed pledgers to keep supporting, expanding the global audience, and keeping fulfillment logistics manageable as production scaled. This dual-platform approach helped sustain visibility and demand beyond the initial Kickstarter window.
TOTAL BACKERS:
154,926
AMOUNT RAISED:
US$ 6,465,690 / US$ 15,000
PERCENT OF GOAL:
43105%
THE RESULTS
The Fidget Cube’s Kickstarter is now legendary: closing with more than US $6.4 million pledged by nearly 155,000 backers - hundreds of times its initial goal. This viral success cemented its place among the top-funded crowdfunding campaigns in history. Supporters weren’t just drawn to a quirky gadget; they backed a well-executed idea that met a real human need. The tactile diversity of the cube allowed people to fidget discreetly and satisfyingly in almost any context: at work, on long flights, during study sessions, or just while pondering the next creative move.
After fulfillment through both Kickstarter and Indiegogo, the cube hit broader retail distribution through licensing and manufacturing partnerships, bringing it to online marketplaces and even brick-and-mortar stores. This expansion beyond crowdfunding, including partnerships with companies like ZURU to handle manufacturing and distribution, enabled Antsy Labs to scale amid booming interest.
However, the journey wasn’t without long shadows: the overwhelming viral demand also spurred a flood of cheaper knock-offs and near-identical clones that challenged both brand identity and quality expectations, a common phenomenon after massive crowdfunding visibility. Still, the Authentic Original Fidget Cube remains a cult favourite among enthusiasts, and limited-edition versions from backers have become collector’s items, proof that innovation isn’t just about funding skyrocketing, but about lasting engagement.
The Fidget Cube campaigns show how a simple, purposeful idea, when elegantly presented and tightly targeted, can erupt into a global sensation when the product resonates with real habits and emotions. Antsy Labs didn’t just offer a toy; they offered a habit-friendly tool that fit into users’ lives and partnerships that supported growth beyond crowdfunding. For future creators: tell a story people can see themselves using, not just buying. Let your audience stay involved beyond funding, and don’t be afraid to meet demand with openness, iteration, and an expanded platform strategy like dual-crowdfunding that keeps the momentum alive.
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