Puzzle specialist Crazee Thingz (formerly Bedlam Puzzles) has put licensing at the forefront of its product development, signing up a number of household names.
The idea is to create puzzles with familiar brand designs on them. To this end, the firm has recently signed the Tate and Lyle Golden Syrup brand for its Crazee Tin puzzle.
Boss Danny Bamping is also currently negotiating deals for Marmite and Barr's Irn Bru, plus rugby ball manufacturer Gilbert.
The move means the company can also open up the promotion items market as well as selling at retail.
"It's a cheap way of doing licensing and because we have the exclusive rights to the mechanism we can turn any brand into a 3D rotational puzzle," Bamping said.