Why Ravensburger is the gold standard of jigsaw puzzles<\/p>\n
For some, jigsaw puzzles are a relaxing pastime. For others, a competitive sport<\/a>. Or, if you’re like me, they’re half completed, collecting dust.<\/p>\n But for Ravensburger, a 143-year-old German company considered the gold standard of jigsaw puzzles<\/a>, putting the pieces together is big business.<\/p>\n Ravensburger didn’t invent jigsaw puzzles \u2014 that was London cartographer John Spilsbury in 1760<\/a> \u2014 but it’s become the world’s leading puzzle brand in a market expected to exceed $5B by 2028<\/a>.<\/p>\n So, how does Ravensburger beat the competition \u2014 without cutting corners?<\/p>\n Lock in<\/p>\n Founded in 1883 by Otto Maier, Ravensburger produced its first interlocking puzzles in 1964. They’ve grown considerably since:<\/p>\n 20M+ puzzles sold annually More than a pretty puzzle<\/p>\n Ravensburger’s designs are part of an elaborate strategy that caters to different markets and demographics.<\/p>\n Over 300\u00a0new designs are added annually to a 2k puzzle catalog, with 30k+ archived designs. While many companies buy premade puzzle patterns, Ravensburger designs everything by hand.<\/p>\n Puzzles are printed on reflection-free, linen-embossed paper that’s laminated onto signature blue cardboard. Putting the pieces together<\/p>\n The final piece of Ravensburger’s strategy is getting puzzles into the hands of fans.<\/p>\n Specific consumers are targeted with designs and where they buy (e.g. regional markets, hobby stores, online, etc.). These days, Ravensburger\u00a0finds itself more relevant than ever as more people seek a digital detox with puzzles.<\/p>\n Maybe it’s time I dust off that puzzle and finally finish it.<\/p>\n
\nPuzzles earn $200m\/year
\nCovers 24%<\/a> of global puzzle market share
\nDesigns range from children’s puzzles to some of the world’s largest<\/a><\/p>\n
\nCreatives and trend specialists develop seasonal themes based on data and past performance.
\nUsing artists worldwide keeps designs diverse.
\nLandscapes and cityscapes account for 40% of the catalog.
\nOthers aim at trends (e.g. K-Pop Demon Hunters) and new audiences (e.g., home decor puzzles for millennials).<\/p>\n
\nPuzzle piece shapes are hand-drawn.
\nTool makers create individual steel blades to cut pieces with 1000 tons of force for precision edges.
\nPuzzles are boxed by hand.<\/p>\n
\nTest batches of new puzzles are distributed to select markets.
\nThe most puzzles are sold in Germany, Austria, and Switzerland, followed closely by the US.<\/p>\n