It must be difficult to come up with new variations on the age-old jigsaw puzzle format, however it seems that if you do, the rewards can be worth the effort.
Characterised by a distinctive comical style of caricatured illustrations across the Original, Mystery and Destiny collections, Jumbo’s Wasgij (it’s ‘jigsaw’ spelled backwards. See what they did there?) allows players to solve the puzzle by using clues from the humorous box image to solve the puzzle.
Gray Richmond, managing director of Jumbo Games, says: “The Wasgij puzzle range is a major development area for the company and we are dedicated to introducing new products and fresh marketing initiatives to encourage new converts to this fun and addictive puzzling craze.”
Jumbo experienced great success with Wasgij last year, with growth of 27 per cent according to NPD. Expansion for the brand included the first licensed Wasgij puzzle, which celebrated the 50th anniversary of Coronation Street – the first product where puzzlers could puzzle the box image as well as the jigsaw itself. It also entered a new category with the Wasgij Spin and Shout game and the Wasgij Christmas puzzle was the biggest seller in the range’s history.
Key developments in 2011 include the introduction of new products including the Carry On Wasgij Mystery and Wasgij Original Family Puzzle. The Carry On puzzle extends the licensed Wasgij offering and features a montage of scenes from the iconic comedy films. The Wasgij Family puzzle is a brand new concept which features three different sized pieces so family members of any age or experience can puzzle together.
Releases for summer 2011, include 150 piece versions of the Original, Mystery, Destiny and Christmas concepts. There will also be a brand new full size Wasgij Christmas and Wasgij Original which will be set in the chaos of a local vets surgery.
Marketing strategies for 2010 included large-scale sampling in 15 Argos stores across the UK, where over 20,000 mini 54-piece Wasgij puzzles and money-off coupons were distributed to consumers. Jumbo intends to continue working with retailers directly to attract a new Wasgij fanbase.
The newly introduced Wasgij website (www.wasgij.com) includes information, news and clues about each puzzle. The site has already encouraged the brand’s loyal following with thousands of plays for the online game and subscribers to the Wasgij newsletter.
For 2011, Jumbo will push point of sale interaction with shelf edge strips, Wasgij displays and wobblers to explain the puzzle concept to new potential customers.