Crafty

In an alliance that makes perfect sense, Hasbro and Yankee Candle have partnered to create scented jigsaw puzzles. As innovations go, it doesn’t merit a Nobel Prize but I have to admire its simplicity. Last year, the games/puzzles super category of toys was one of three that enjoyed some modest growth. The demographic that enjoys “puzzling” does so at home, of course. As more Americans entertain at home or have staycations instead of traveling, games and puzzles enjoy a spike in popularity. So it makes perfect sense to pair the stay-at-home experience with something else that enjoys homebound popularity – home fragrance.

When companies seek to form partnerships with each other there is no better impetus than the opportunity to cross-sell. In this case, you know that Hasbro and Yankee Candle are two strong brands that enjoy consumer trust. Hasbro can be counted on to make a great game or in this case, puzzle and Yankee Candle is the market leader in home scents. It’s a match made in marketing heaven. Quiet, yes; groundbreaking, no. But innovation in puzzles is a big deal precisely because it’s hard to come up with ways to make them exciting and different.

So someone had a brainstorm. Alright, maybe a mild squall but still. Partnering with Yankee Candle is a shrewd way to keep current at a time when R&D dollars are precious few. Puzzlers will buy a new, scented one because it’s different. They may select one based on a scent they already have in candle or deodorizer form or the purchase of scented puzzle may just lead them to Yankee Candle for the real thing. That’s the goal, anyway. Very crafty.