Step Puzzle
Step Puzzle is a Russian manufacturer, founded in 1994, that produces over 70% of all Russian puzzles plus board games, wooden toys, and children's educational products. It sells through B2B retail/wholesale channels across Russia and CIS countries and via major online marketplaces.
- Company typePrivate
- Founded1994
- HeadquartersMoscow, Russia
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Step Puzzle does
Step Puzzle (Степ Пазл) is a privately held Russian manufacturer of puzzles and educational games for children, founded in 1994 and headquartered in Moscow with a production facility in Podolsk, Moscow Oblast. The company claims to produce over 70% of all Russian puzzles and operates a broad product portfolio that includes traditional jigsaw puzzles ranging from 12 to 6,000+ pieces, board games, wooden toys, constructors, quizzes, memory games, dominoes, bingo, magic tricks, building cubes, book-toys, and children's creative sets. Sub-brands include "Baby Step" for early childhood (1+ years) and themed collections such as Art, Animal, Travel, Limited Edition, and Panorama. Manufacturing uses cardboard and wooden materials certified to Russian GOST standards and described as ecologically safe and non-toxic. Licensed content features franchises including Disney, Wargaming (World of Tanks), Soyuzmultfilm, Nickelodeon, STS, Riki, and Animaccord.
The company sells primarily through B2B channels organized into three dedicated sales departments — Wholesale Sales (established 1995), Network Sales for federal and regional retail chains (established 2005), and Book Network Sales — plus consumer-direct listings on Russian online marketplaces including Yandex Market, Ozon, Detmir, Toy.ru, and Wildberries. It also conducts export transactions to Customs Union / CIS countries. Customer segments are hybrid: families with children (the end consumer), retail chains and wholesalers (B2B distribution partners), and corporate clients for custom-branded promotional puzzles. Pricing is not publicly disclosed; all wholesale and B2B inquiries are handled through dedicated sales contacts. The company employs 501–1,000 people and is structured as a ZAO (ЗАО «Степ Пазл»), a Russian Closed Joint Stock Company, with no public listing, identified parent company, or institutional investor backing disclosed.
Step Puzzle firmographics
Firmographics- Name
- Step Puzzle
- Legal name
- ЗАО «Степ Пазл»
- Website
- https://steppuzzle.ru
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Step Puzzle is a Russian manufacturer, founded in 1994, that produces over 70% of all Russian puzzles plus board games, wooden toys, and children's educational products. It sells through B2B retail/wholesale channels across Russia and CIS countries and via major online marketplaces.
- Ownership category
- akta.pro rank
Step Puzzle industry classification
Industry- Product category
- Puzzles and Board Games
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Board Game & Puzzle Specialty Retailers (CRALALAA)
- akta.pro secondary industries
- Jigsaw Puzzles Retail (CRALALAJ), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)
Keywords
Where Step Puzzle is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices2 records
Markets served
Step Puzzle business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Puzzle and board game manufacturing and sales: Step Puzzle manufactures and sells puzzles (ranging from 12 to 6000+ pieces), board games, card games, wooden toys, quizzes, domino, memory games, lotteries, dice, book-toys, and children's creative sets. Revenue is generated through B2B channel partnerships (federal/regional retail chains, wholesale, book networks) and online marketplace listings. The company produces over 70% of all Russian puzzles.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels1 record
Step Puzzle product offering
Product offeringCore offering
Step Puzzle manufactures and sells jigsaw puzzles (ranging from 12 to 6,000+ pieces), board games, card games, wooden toys, educational sets, quizzes, domino, memory games, lotteries, dice, book-toys, and children's creative sets. The company produces over 70% of all Russian puzzles and distributes through federal and regional retail chains, wholesale distributors, book networks, and major Russian online marketplaces, with additional export transactions to CIS countries and custom production for corporate clients.
Product overview
Step Puzzle is a Russian manufacturer of puzzles and board games, producing over 70% of all Russian puzzles. The company operates as a single unified product portfolio encompassing core puzzle products (ranging from 12 to 6000+ elements) and board games, with specialized sub-brands including Baby Step for early childhood development. The product ecosystem includes wooden toys, constructors, quizzes, memory games, and domino sets. Licensed products feature major franchises including Disney, Wargaming (World of Tanks), and various Russian animated characters (Masha and the Bear, Paw Patrol, Three Cats, and others). Collections are organized into themed series such as Art Collection, Animal Collection, Travel Collection, Limited Edition, and Panorama Collection, targeting different customer segments from toddlers to adult puzzle enthusiasts.
Differentiator
Problem solved
Functional benefit
Brands
- Baby Step: Product line for youngest children including floor puzzles and developmental games for ages 1+.
- StepPuzzle
Products and services
- Puzzles (Пазлы)
Companies that use Step Puzzle
Customer profileSegments3 records
Ideal customer profiles2 records
Step Puzzle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Step Puzzle partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered major and core.
- Real (retail chain)majorThe first major retail chain customer for Step Puzzle's Network Sales department, established in 2005. Real was the company's inaugural large-scale retail partnership and marked the beginning of the company's federal retail network sales operations.
- Federal and regional retail chains (Russia and CIS)coreStep Puzzle collaborates with many federal and regional retail chains across Russia and CIS countries, distributing puzzles and board games through the Network Sales department.
Scale indicators3 records
Step Puzzle competitors and assessment
Company assessmentRegional players
- Десятое Королевство: Russian manufacturer of board games, puzzles, wooden toys, and children's creative sets sold through Russian retail chains and marketplaces. Most directly comparable domestic competitor to Step Puzzle given similar product range, channel strategy, and Russian market focus.
Broad incumbents
- Mattel: Global toy manufacturer producing puzzles, board games, and licensed branded products. Comparable to Step Puzzle on licensed entertainment partnerships and family/children product positioning, but operates at much larger scale across many toy categories.
- Hasbro: Global toy and games conglomerate producing board games, puzzles, and licensed entertainment products across many categories. Comparable to Step Puzzle as a broader incumbent with overlapping product lines and licensed IP strategy, though not specializing in puzzles.
Direct peers
- Educa Borras: Spanish puzzle and games company producing jigsaw puzzles and licensed board games across European markets. Comparable to Step Puzzle on product portfolio, licensing relationships, and B2B retail distribution model.
- Clementoni: Italian manufacturer of puzzles and educational games spanning children's to adult segments with strong licensed content partnerships. Closely comparable to Step Puzzle on product breadth, licensed franchise model, and educational product positioning.
- Castorland: Polish puzzle manufacturer offering a wide range of piece counts and licensed themes at competitive price points. Comparable to Step Puzzle as a European puzzle specialist competing in similar retail channels and licensing categories.
- Ravensburger: German-based global leader in jigsaw puzzles and board games with comparable range of piece counts, licensed content, and premium positioning. Most directly comparable international peer to Step Puzzle given overlapping product categories, licensing strategy, and B2B plus consumer retail distribution.
- Piatnik: Austrian playing card and board game manufacturer with a long heritage (founded 1824) producing card games, board games, and puzzles. Comparable to Step Puzzle on tabletop product mix and European-quality positioning serving family and adult demographics.
- Trefl: Polish manufacturer of puzzles, board games, and children's toys with broad product range and licensed content. Comparable to Step Puzzle on product mix, B2B wholesale model, and family-focused marketing positioning.
- Heye Puzzle: German premium puzzle publisher known for artistic and licensed puzzle ranges. Comparable niche to Step Puzzle's Art and Limited Edition puzzle collections targeting adult enthusiasts and gift purchasers.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights6 records
Customer concentration
Step Puzzle social profiles
Digital presenceStep Puzzle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Step Puzzle leadership team
Management profileNumber of profiles
Profiles4 records
Step Puzzle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Step Puzzle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Step Puzzle
What does Step Puzzle do?
Step Puzzle manufactures and sells jigsaw puzzles (ranging from 12 to 6,000+ pieces), board games, card games, wooden toys, educational sets, quizzes, domino, memory games, lotteries, dice, book-toys, and children's creative sets. The company produces over 70% of all Russian puzzles and distributes through federal and regional retail chains, wholesale distributors, book networks, and major Russian online marketplaces, with additional export transactions to CIS countries and custom production for corporate clients.
Is Step Puzzle a public or private company?
Step Puzzle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Step Puzzle founded?
Step Puzzle was founded in 1994. It employs 501 to 1,000 people.
Where is Step Puzzle based?
Step Puzzle is headquartered in Moscow, Russia, in the Europe region.
How does Step Puzzle make money?
One revenue line is on record: puzzle and board game manufacturing and sales.
Who are Step Puzzle's main competitors?
Десятое Королевство is listed as a regional player. Broad incumbents are Mattel and Hasbro. Direct peers are Educa Borras, Clementoni, Castorland, Ravensburger, Piatnik, Trefl and Heye Puzzle.
Does Step Puzzle have an API?
No public API is recorded for Step Puzzle.
What industry is Step Puzzle in?
Step Puzzle's product category is Puzzles and Board Games. Its primary akta.pro industry code is CRALALAA, Board Game & Puzzle Specialty Retailers, with a secondary code of CRALALAJ, Jigsaw Puzzles Retail. Its NAICS code is 33993 and its SIC code is 3944.