Wrebbit3D: 30 Years of Innovation

from Edplay June 2022

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30 years of Innovation

In most fairy tales, frogs turn into princes, but this innovative Canadian company became a king … of 3D puzzles.

To understand the history of Wrebbit3D – makers of sturdy and challenging 3D jigsaw puzzles featuring high-definition graphics and striking realism – you first have to understand the role company founder Paul E. Gallant played in its success.

After a rewarding career in the recording industry, working first for Trans Canada Musique, then CBS Records (Sony Music) and the Canadian Broadcasting Corporation, Paul started Gallant International Inc., a company that found marketable products on behalf of clients. His work and his research led him to invent a process for making 3D puzzles. It relied upon innovative foam backing technology applied to puzzle pieces, and an ancient – but effective – jointing technique called mortis and tenon. What resulted was a revolutionary product that changed the face of jigsaw puzzles forever. Paul obtained a patent, registered the trademark to protect his invention, and in 1991 launched a new company in Montreal.

The success of his 3D puzzles – actual free-standing structures that elevated the puzzle-building experience – was instantaneous. The company’s funny name and frog logo became well-known among puzzlers. By 1997, Wrebbit had 250 local employees and $75 million in sales, reported the Montreal Gazette. In 30 years, the company has sold more than 30 million three-dimensional puzzles around the world.

Paul died in 2011, the year the Wrebbit fable entered a new chapter. Former employees launched a new company, Wrebbit Puzzles Inc. Under the leadership of Jean Théberge, the company’s former legal counsel, and Paul’s son Eric, Wrebbit’s supply chain became local. The puzzles – printed puzzle sheets, assembly instructions, and cardboard – are sourced right in Quebec. The foam backing is produced in the U.S.

The change allowed Wrebbit to scale up production when demand

warranted it, ensuring that enough inventory was on hand to fill orders while also limiting overstocks. Given the state of the global supply chain today, the move was prescient. “It shortens production turnaround and enables us to meet urgent needs from local and North American markets,” said Jean Théberge in an interview with Mojo Nation in December.

Also in 2011, the product line began to evolve. “Wrebbit always associated itself with the top licensed properties, including Star Wars, Disney, and Lord of the Rings,” Théberge told Mojo Nation. “Recently we renewed some old partnership – and forged new ones – with top licensed properties that include Harry Potter via Wizarding World, Game of Thrones, Downton Abbey, Friends, and Ghostbusters.

“Timing new Wrebbit3D puzzle designs with theatrical releases, and selecting popular evergreen licenses or popular TV series, are key elements to our recent success.”

The company evaluates potential licenses based on three criteria –1. the popularity of a particular license; 2. “it has to be attractive and resonate with our fans”; and 3. a building or structure within the theme that lends itself to being made into a 3D puzzle.

Today, the term “3D puzzle” is now deeply rooted inside the vocabulary of the toy industry, and Wrebbit3D continues to be the gold standard when it comes to genuine 3D jigsaw puzzling.

“As we mark 30 years since we invented the 3D puzzle, we’ve truly enjoyed the role specialty toy retailers have played in our long and wonderful fairy tale,” says Théberge. “We look forward to many more adventures together.” Join the 30th anniversary celebration at wrebbit3dpuzzle.com/30th to learn more about this special anniversary, the new Wrebbit3D logo, and new jigsaw puzzle offerings for 2022.