New York Puzzle Company

What New York Puzzle Company does

New York Puzzle Company is a privately-held, US-based premium jigsaw puzzle manufacturer and retailer operating primarily through direct-to-consumer e-commerce (Shopify) supplemented by wholesale distribution and pop-up market sales. The company designs and sells jigsaw puzzles in eight piece-count tiers ranging from 20 to 1500 pieces, alongside a complementary product line of 15oz ceramic mugs, playing cards, advent calendars, mini puzzle collector's sets, and puzzle accessories. Manufacturing is conducted in the USA using recycled chipboard and soy-based inks, and puzzles feature a linen-style finish to reduce glare.

The company's commercial model is anchored by exclusive licensing partnerships with a roster of high-prestige intellectual property holders, including The New Yorker and Vogue (Condé Nast), Harry Potter (Warner Bros. Discovery), Peter Rabbit (Beatrix Potter), Cornell Lab of Ornithology, Gourmet, Sunset, House & Garden, and General Motors. These licenses populate the catalog with curated, gallery-grade artwork and branded themes that differentiate NYPC from generic puzzle makers. Revenue is generated through one-time purchases of puzzles and accessories ($15–$36 unit pricing for puzzles, $18 for mugs and cards, $70 for mini sets, $220 for advent calendars), recurring subscriptions via the Passionate Puzzlers Club (monthly 500-piece, 1000-piece, or New Yorker variants), gift cards, and B2B wholesale orders.

The customer base is fragmented and consumer-facing: adult puzzle hobbyists seeking premium quality, families with children using lower piece-count puzzles, gift shoppers, and fans of licensed brands (Harry Potter, New Yorker, Vogue). The company markets through Instagram, Facebook, TikTok, email, a blog, SEO-optimized e-commerce pages, pop-up/holiday markets, and a Piece-by-Piece loyalty program. The company is a member of 1% for the Planet, pledging 1% of sales to environmental non-profits. Headcount, ownership, funding history, and revenue figures are not disclosed in the available data.

Name

New York Puzzle Company

Legal name

New York Puzzle Company

Website

https://newyorkpuzzlecompany.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

New York Puzzle Company is a US-based premium jigsaw puzzle manufacturer selling directly to consumers and wholesalers a curated catalog of puzzles, mugs, playing cards, and gift sets featuring licensed artwork from brands including The New Yorker, Harry Potter, Vogue, and Cornell Lab of Ornithology.

Ownership category

akta.pro rank

Product category

Jigsaw Puzzles

NAICS

Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Jigsaw Puzzles Retail (CRALALAJ)

akta.pro secondary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

Keywords

• Jigsaw puzzles
• Licensed artwork merchandise
• Premium puzzles manufacturing
• Puzzle subscription boxes
• Eco-friendly paper products

Headquarters

HQ city

New City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Jigsaw Puzzle Sales: One-time purchase of jigsaw puzzles across various piece counts (20 to 1500 pieces) and licensed collections. Major collections include Harry Potter, The New Yorker, Cornell Lab of Ornithology, Peter Rabbit, Vogue, and more.
2. Accessories (Mugs & Playing Cards): Sale of complementary products including 15oz mugs ($18) and playing card decks ($18) featuring licensed artwork matching puzzle themes.
3. Puzzle Bundles and Sets: Bundled products including mini puzzle collector's sets ($70), advent calendars ($220), and puzzle gift bundles offering discounted multi-item purchases.
4. Puzzle Subscriptions (Passionate Puzzlers Club): Recurring subscription service delivering 500-piece or 1000-piece puzzles monthly or as gift subscriptions. Also includes New Yorker Magazine puzzle subscription.
5. Wholesale/Retail Distribution: B2B sales through retail partners and international distributors via their wholesale portal with MAPP pricing policy.
6. Gift Cards: NYPC E-Gift cards available for purchase as gifting options.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

New York Puzzle Company designs, manufactures, and sells premium jigsaw puzzles (20 to 1,500 pieces) featuring licensed artwork from The New Yorker, Harry Potter, Vogue, Cornell Lab of Ornithology, and other prestigious partners. The product line includes complementary items (15oz ceramic mugs, standard playing card decks), bundled sets (mini puzzle collector's sets, advent calendars), and the Passionate Puzzlers Club subscription service delivering puzzles monthly. Products are manufactured in the USA using recycled chipboard and soy-based inks.

Product overview

New York Puzzle Company offers a curated portfolio of premium jigsaw puzzles featuring licensed artwork from major publications (The New Yorker, Vogue, Gourmet, Sunset, House & Garden) and established artists (Jenny Kroik, Loré Pemberton, Janet Hill, Victo Ngai, Mary GrandPré, Beatrix Potter). The core product is jigsaw puzzles available in 8 piece counts (20 to 1500 pieces), supplemented by mini puzzle collector's sets and advent calendars. Related products include themed mugs and playing cards featuring the same licensed artwork. The company operates a subscription service (Passionate Puzzlers Club) and sells puzzle accessories and gift cards. Products are manufactured in the USA using recycled chipboard and soy-based inks, with a 1% for the Planet environmental commitment.

Differentiator

Problem solved

Functional benefit

Products and services

• Jigsaw Puzzles Premium jigsaw puzzles available in 20, 60, 80, 100, 500, 750, 1,000, and 1,500 piece counts, featuring licensed artwork from The New Yorker, Harry Potter, Vogue, Cornell Lab of Ornithology, Peter Rabbit, Gourmet Magazine, and independent artists. Manufactured in the USA using recycled chipboard with a linen-style finish and soy-based inks. Sold direct-to-consumer via the Shopify storefront.
• Mini Puzzle Collector's Sets Bundled sets of seven 100-piece mini puzzles drawn from a specific themed collection such as Cornell Lab of Ornithology birds, Dream World, Peter Rabbit, or Harry Potter. Priced at $70 per set. Designed as collectibles and gifts.
• Advent Calendars Set of 24 mini puzzles presented in advent calendar format featuring licensed artwork from The New Yorker Magazine, Janet Hill, Loré Pemberton, and Harry Potter. Priced at $220 per calendar. Designed as seasonal holiday gifts.
• Mugs 15oz ceramic mugs featuring artwork from licensed collections including Harry Potter, Cornell Lab of Ornithology, The New Yorker Magazine, Janet Hill, and Vintage Images. Priced at $18 per mug. Sold as complementary merchandise to puzzle lines.
• Playing Cards Standard single-deck playing cards featuring artwork from licensed collections including Harry Potter, Peter Rabbit, Cornell Lab of Ornithology, Gourmet Magazine, The New Yorker Magazine, and Vintage Images. Priced at $18 per deck.
• Puzzle Bundles Pre-curated multi-item bundles combining mini puzzles, mugs, and playing cards at discounted prices for gifting. Includes mini puzzle bundles, mug bundles, and playing card bundles.
• Puzzle Sorting Trays Accessory trays designed to help puzzlers organize pieces during assembly. Priced at $25 per tray. Sold as a standalone accessory to support the core puzzle experience.
• NYPC E-Gift Card Digital gift certificates for any product on the New York Puzzle Company website, available in variable denominations for gifting.
• Passionate Puzzlers Club Subscription Recurring subscription service delivering monthly 500-piece or 1,000-piece puzzles (or New Yorker Magazine-themed puzzles) to subscribers. Members accumulate points through the Piece-by-Piece loyalty rewards program. Available as a personal subscription or as a gift subscription.

Quantifiable outcome

• Free shipping on orders over $75 within the US
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 1% for the PlanetmajorStrategic or Co-development PartnerEnvironmental partnership where the company pledges 1% of sales to environmental non-profits committed to creating a healthy planet.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Ravensburger: Ravensburger is the world's largest jigsaw puzzle brand, offering premium puzzles across piece counts and licensed themes. Directly comparable to NYPC on product (high-quality jigsaw puzzles), target audience (adult hobbyists and families), and tiered pricing — though at much larger scale and with broader geographic reach.
• Buffalo Games: Buffalo Games is a US-based puzzle and games manufacturer offering jigsaw puzzles across many licensors (including specialty art and pop-culture themes). Highly comparable to NYPC on product type, licensed/IP-driven catalog, and US-based manufacturing footprint.
• White Mountain Puzzles: White Mountain Puzzles is a US-based premium puzzle maker known for themed artwork (nostalgia, map, Americana). Directly comparable to NYPC on premium positioning, themed artwork-led catalog, and US-based manufacturing.
• Springbok Puzzles: Springbok is a US-based premium jigsaw puzzle brand selling fine-art and themed puzzles. Directly comparable to NYPC on premium positioning, art-focused catalog, and US-based operations.
• Liberty Puzzles: Liberty Puzzles is a US-based premium puzzle maker focused on fine-art reproductions and unique irregular shapes. Comparable to NYPC on premium art-puzzle positioning, adult hobbyist customer base, and online-first USD retail.
• Galison / Mudpuppy: Galison (and sister brand Mudpuppy) publishes art-led puzzles, games, and gift products for adults and children. Comparable to NYPC on art- and licensed-themed puzzle catalog, gift-shop and museum-store channel distribution, and accessory extension strategy (mugs, journals).
• Pomegranate Communications: Pomegranate is a US publisher of fine-art puzzles, calendars, and gifts. Comparable to NYPC on premium art-puzzle positioning, museum/gallery-style catalog, and accessory-and-gift SKU extension strategy.
• Eurographics: Eurographics is a Canadian puzzle publisher offering art- and educational-themed puzzles with eco-friendly positioning. Comparable to NYPC on premium art-puzzle catalog, eco-friendly materials, and broad piece-count assortment.

Emerging players

• Clementoni: Clementoni is an Italian global puzzle and games manufacturer with premium and licensed lines. Comparable to NYPC on premium-tier jigsaw puzzles and licensed IP, though broader globally and larger scale.
• Chronicle Books (Puzzle & Gift Division): Chronicle Books publishes gift-and-art puzzles, stationery, and home goods. Comparable to NYPC in the gift/channel/retail distribution and art-led puzzle catalog, with overlapping aesthetics though puzzles are one division rather than the core business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NewYorkPuzzleCo
• Instagraminstagram.com/newyorkpuzzleco
• TikToktiktok.com/@newyorkpuzzleco
• Xx.com/NewYorkPuzzleCo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New York Puzzle Company