How the Kodak Brand Drove RoseArts’s Puzzle Sales Growth
Challenge
In the past decade, the jigsaw puzzle category has experienced major fluctuations. During the pandemic, sales increased to record levels. After the pandemic, sales stabilized but still exceededpre-pandemic levels. However, according to Circana’s June 2026 market research report, the adult puzzle category contracted 3% this year compared to last.
While many puzzle companies faced challenges, there were exceptions. Through innovation, premium positioning, and stronger brand storytelling, RoseArt achieved growth in an overall declining category.
RoseArt’s approach was to leverage the Kodak brand, place more emphasis on product innovation, and focus on acquiring premium retail positioning. By combining RoseArt’s manufacturing scale and distribution with Kodak’s longstanding equity in imagery and color, the company has differentiated itself, giving shoppers fresh reasons to engage with the category.
Solution and Market Execution
Through its licensing relationship, RoseArt created a line of Kodak puzzles including images and scenes with vibrant colors – emphasizing Kodak’s focus on color. They also developed a line of Kodak cork puzzles providing consumers with enhanced piece thickness, a tactile grip, and structural stability. RoseArt also used the Kodak name to support distribution in major retailers such as Walmart, Target, and Amazon, giving the line visibility in channels where brand recognition can materially influence purchase decisions.
A first in the industry, RoseArt’s new Kodak Camera to Canvas 500-piece puzzle set features two crafted puzzles, one that highlights a photograph, alongside a second puzzle presenting an artist’s interpretation of the same image. The experience enables puzzlers to explore both reality and creative imagination.
Results
The partnership has produced measurable commercial gains. While the broader adult puzzle market contracted, RoseArt’s Kodak puzzle line grew, demonstrating how companies can still create growth by offering consumers something distinctive. RoseArt’s Kodak puzzles are also supported by product messaging that emphasizes bold color, quality materials, and Made in USA manufacturing.
“Licensing the Kodak brand has been a tremendous success for RoseArt because it gives consumers an immediate connection to color, quality, and imagery,” said Trudi Lazarus, EVP Puzzles, Games and Adult Crafts at RoseArt. “Kodak embodies a feeling of nostalgia that resonates with puzzlers. That combination has helped us stand out at retail and bring new energy to the category.”
Key Takeaway
RoseArt’s licensing of the Kodak brand has been successful because it combines complementary strengths of these two century-old companies: RoseArt’s category experience and retail execution, and Kodak’s trusted equity in image quality, color, and nostalgia. Together, they have helped RoseArt expand its assortment, attract multiple generations of puzzlers, support innovation, strengthen positioning, and grow sales in a soft market.
