The Creativity Hub Reaches a Wider Audience with the Launch of Rory’s Story Cubes® Batman


The Creativity Hub in Belfast is growing at an impressive pace and, with continued support from Invest Northern Ireland, is making its mark on the international toy and game market.

Co-Founders and husband and wife team Rory O’Connor and Anita Murphy set themselves a steep and rapid growth trajectory over the past six years. Initially they sought the support and guidance of Invest NI which was essential for first foundations of business growth.

The focus has been on building the award-winning Rory Story Cubes® and The Extraordinaires® Design Studio brands; recruiting additional employees across key functions; developing new products; growing export sales and preparing for mass market distribution of its products.

Rory O’Connor, said: “We looked at our business plans with a strategic eye and identified that we needed to increase our headcount in order to meet increasing demands for the brands and to ensure that sales levels can be maintained along with supplier/distributor management.

“The expertise of Invest NI with these activities has benefited our business enormously, from support in strategic development to researching new routes to market.

“Enhancing our management team has freed up more of my time to focus on new product development to ensure the continued growth of The Creativity Hub. We are moving into the brand licensing arena and are delighted to have secured a deal with Warner Bros. Entertainment Inc. to produce Rory’s Story Cubes® Batman.”

Rory’s Story Cubes® Batman launches in store on the 17th September across the globe with an exciting launch programme featuring events, in store and digital activity.  The new set will allow a new cross-generational group of story-tellers to create their very own Batman story.

The Creativity Hub is a niche company with a range of products which are suitable for multiple market sectors such as family fun, education and training. Its innovative games are designed to foster imagination, empathy and self-esteem.

Recent successes have also included the development of The Extraordinaires® Design Studio PRO, launched this month as an exclusive to Barnes & Noble in the USA. Designed for anyone from the creative thinker to the novice or seasoned designer to the business professional. It allows players to design objects for various Extraordinaires® characters with Extraordinary needs such as a house for a Giant or a remote control for a Spy.

Grainne McVeigh, Invest NI’s Director of Consumer Products said: “The Creativity Hubs’ award winning Rory’s Story Cubes® and The Extraordinares® Design Studio are recognised brands throughout the world.

“Rory and Anita have worked hard to extend Rory’s Story Cubes® to keep it fresh and appealing to both existing and new consumers and allow the company to compete in its existing markets as well as expand into other markets. Securing a licence to produce Rory’s Story Cubes® Batman is a landmark achievement for the business which will support The Creativity Hub to achieve its export growth targets over the next three years.”