The international games and puzzle company, YWOW Brands has made its big move on the American market with the launch of a new range of Kraft Heinz branded novelty puzzles.

The deal was brokered by Kraft Heinz’s exclusive licensing agency, Brand Central, and arrives as YWOW continues to make waves on the global games and puzzles scene through a portfolio of products that combines some of the most recognisable household brands with puzzles.

Last year saw YWOW secure licensing partnerships with some of the world’s best-loved food brands, including Pringles, Kellogg’s, and Mentos. The range is currently being shipped to over 40 markets around the world amid ‘soaring demand’ for the company’s licensed ranges.

According to YWOW, its Mini Puzzles Kellogg’s and Pringles are ‘rapidly selling out in the UK,’ while growing online sales have taken the range into further international markets.

The company has recently taken on a venture to spread the Novelty Puzzle hype to the USA and to do so, has partnered with one of the country’s own best-loved food brands.

YWOW Brands’ partnership with Kraft Heinz has led to the creation of new puzzle lines. The three brands of focus are ones closest to the hearts of Americans: HEINZ, KOOL AID and JELL-O.

“With the firepower of these brands and the innovative capacity of YWOW Brands, the team is prepared to transform the current Toy market in the United States,” read a statement from the firm.

“The brand-new licensed puzzles will appear in the form of Mini and Supersized puzzles in major retailers, designed using striking bold packaging to catch the eye of the consumer. YWOW Brands is expected to have great success launching their puzzles in North America with a guarantee that the global Puzzle market will never be the same.”