The Toy Book chats with Wrebbit3D President Jean Théberge about the company’s evolution over three decades and what’s in store for the company’s milestone anniversary.
Toy Book: Congratulations on celebrating 30 years of 3D jigsaw puzzles! How do you think your puzzles have changed the toy industry?
Jean Théberge: Wrebbit3D’s former president, the late Paul Gallant, invented the concept back in the early ’90s. A Canadian invention, the original 3D puzzle has revolutionized the category by creating this totally new segment of puzzles that have captured the imaginations and hearts of millions of people everywhere.
More than 30 million 3D puzzle units designed and developed by the original Wrebbit3D team were sold around the world, generating retail sales of more than $1 billion during the initial period from 1991-2005.
Since then, other companies in Europe and Asia have jumped into this subcategory and created other brands of 3D puzzles — or 3D assembly kits — made from different materials. Wrebbit3D distinguishes itself by using a foam material that allows for sturdy 3D assembly.
TB: How has Wrebbit3D evolved over the last three decades?
JT: Wrebbit3D has evolved considerably as a brand with a wide assortment of classic and licensed 3D puzzles. Wrebbit3D puzzles are still at the forefront of the category, with unparalleled 3D elements and detailed illustrations setting Wrebbit3D apart in a class of its own. We continue to preserve and perpetuate Gallant’s dream by bringing the highest possible challenge to puzzle fans and collectors.
TB: Wrebbit3D has added many licensed products to its line throughout the years. What goes into choosing which licensed properties to work with?
JT: Initially, we focused on a classic theme by designing iconic buildings in 3D, but then we felt it was important to meet demand and keep up with trends by having a broader range and adding licensed puzzles to our offering.
From the start, Wrebbit3D has always associated itself with the top licensed properties, such as Star Wars, Disney, and The Lord of the Rings. And now, our collection has expanded to include more properties, such as the Wizarding World of Harry Potter, Game of Thrones, Downton Abbey, Friends, and Ghostbusters.
Timing new Wrebbit3D puzzle designs with theatrical releases, selecting popular evergreen licenses, and choosing popular TV series are key elements to Wrebbit3D’s recent success.
TB: You recently introduced a new direct-to-consumer website from which people in the U.S. and Canada can purchase puzzles. What led to this decision and how has this been received?
JT: It has been only a few weeks, but so far, it has been great! Fans are happy to be able to shop and find our complete range of available 3D puzzles in one convenient place.
Consumer habits have been evolving throughout the last few years, and the pandemic accelerated this transition even more. E-commerce is extending its roots into the routine of more and more shoppers. We felt that we could offer a seamless experience for puzzlers who frequently visit our website, adding the option to purchase new puzzles on top of accessing useful resources and engaging with customer service. That’s ultimately why we decided to move ahead with the e-commerce project last fall.
We’ve also had great marketing opportunities with our licensing partners in the last few weeks. Having a single, up-to-date ecosystem to present all of our products to consumers made these opportunities possible, increasing visibility for the whole Wrebbit3D range and brand in general.
TB: What’s next for Wrebbit3D in 2022? Can you give us a sneak peek of any new models?
JT: This year, we will expand our broad range of Wizarding World 3D puzzles with Gringotts Bank. This set is the fifth puzzle to join the famous shops in our Diagon Alley Collection, which currently includes Ollivander’s Wand Shop, Quality Quidditch Supplies, Madam Malkin’s, and Weasleys’ Wizard Wheezes.
As you know, 2022 is the year of celebrations! It marks the 30th anniversary of the invention of the original 3D puzzle, and the 10th anniversary of Wrebbit3D’s relaunch in 2012. As such, we are introducing a new logo and branding.
Plus, to commemorate the 30th anniversary, Wrebbit3D will introduce the Château Frontenac 3D puzzle this spring, based on the iconic building located in the historic Quebec City.
Throughout the year, fans can watch for a variety of special events that will take place to help make the celebration even more memorable for all of our fans. Stay tuned for more surprises!
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
