"The Rubik's Cube provides balance in the toy box, " explains Adrienne Citrin, speaking for the Toy Industry Association.

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In a clip of the show, a bear could be seen scratching at and shaking the box, dubbed the "ice cube", with Buchanan inside.

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Over a decade ago he helped pioneer the idea of the cube-sat satellite that is a small self contained box that could ride with other such boxes in the payload of a rocket where it could conduct low gravity experiments, biological experiments of do other interesting activities when released into space.

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