YWOW Games is continuing its mission to ‘revolutionise the games and puzzles industry’ through a new partnership with Swizzels for a range of Swizzels puzzles. It’s part of the company’s ongoing plans to bring household brands to the collectable jigsaw puzzles market.

In a deal brokered by Blonde Sheep Licensing, YWOW has struck up its partnership with the firm recognised as one of the longest established manufacturers of confectionery in the UK, to bring a puzzle assortment featuring a range of some of Swizzels’ most iconic brands.

Love Hearts and Drumstick Squashies will both feature in the collection.

YWOW kicked off the innovative brand ‘Mini Puzzles’ with Kellogg’s and Pringles earlier this year, with distribution channels reaching most major markets. According to the firm, the two licensed puzzle lines are selling out in major retailers in the UK and outperforming their competitors in specialty stores and hypermarkets.

‘It is evident from the brand’s success in these markets that the current circumstances make puzzles even more of an evergreen category,’ said the firm.

YWOW Games has indicated that it is ‘only just getting started’ with its licensing programme and has promised to bring the range to all markets.

“YWOW are already seeing success with other iconic brands across puzzles and I have no doubt this success will continue with the Swizzels brands,” said Natasha Dyson, managing director, Blonde Sheep Licensing. “It has been a pleasure working with such an enthusiastic team.”