Trefl celebrates 40th anniversary
Trefl celebrates 40th anniversary
Polish toy manufacturer Trefl celebrated its 40th anniversary with a giant cake at this year’s Spielwarenmesse.
Kazimierz Wierzbicki founded Trefl in Gdynia, Poland, in 1985. Today, the company is considered one of Europe’s leading puzzle manufacturers and a trailblazer in board games in its home country. Trefl sees itself as a dynamically developing family business. All of its products are created with children and their parents in mind. By focusing on engaging and safe products, the Trefl team wants to inspire curiosity about the world, foster positive attitudes and help create shared experiences.
Kazimierz Wierzbicki is the founder and owner of Trefl. In addition to the jigsaw puzzle and game operations, the publisher also has two sports companies, an animated film studio and an educational publishing house – all a testament to what he has been able to accomplish. Wierzbicki is both a sports enthusiast and a committed supporter of the arts and culture, and was included on the Forbes list of the 50 Most Influential People in Polish Sport in 2024. He has a strong passion for basketball and for fostering youth involvement in it. He established Trefl’s own basketball team – Trefl Sopot – which competes in the highest league in Poland and has won several cups there. Kazimierz Wierzbicki is also engaged in cultural initiatives, and founded the Trefl Pomorze Association in 2010, which acts for the local community. Trefl’s affinity with the interests of the people in the area gives it its authentic character. Wierzbicki and Trefl can count on strong support in the region, giving them a solid basis for ambitions at national, European and even global level.
The company has a remarkable range of jigsaw puzzles, which constitute its primary focus. There’s something for everyone here – from 4-piece jigsaws for the very young (two and older) to 21,000-piece juggernauts for adults. The motifs are also a hit with fans: from beloved Disney characters like Frozen’s Elsa through to dinosaur scenes and popular panoramic views featuring animals, landscapes and art. Trefl is proud of its Prime puzzles, which showcase exceptional visual compositions. Another key focus is its Wood Craft line, featuring unique puzzle pieces (such as the Eiffel Tour) and pieces with entirely irregular shapes designed to breathe new life into the hobby. The full catalogue is impressive.
A legion of licensing partners is an important basis for success, especially for jigsaw puzzles with their wide range of motifs. Trefl’s own Spy Guy brand, for example, benefits from licensing tie-ins. Trefl cooperates with global brands popular with girls and boys of all ages, such as Barbie, Disney Mickey Mouse, Disney Princess, Disney Frozen, Disney Pixar Cars, Fisher Price, Paw Petrol, Marvel, Star Wars, Hasbro, Harry Potter, Coca-Cola, Hello Kitty, Thomas & Friends, Scooby-Doo!, Bob the Builder and many more. The sheer variety of partners proves Trefl’s high standing in the Polish market.
Trefl expanded into the quality-conscious German market in 2021 with a range of designer games. Seasoned players can enjoy games in its portfolio from prestigious winners of the Spiel des Jahres (German for “Game of the Year”) award, such as Reiner Knizia, Wolfgang Kramer, Klaus-Jürgen Wrede and more – a sure sign that modern mechanisms are part of the offering. At the Office, for example, is a roll-and-write game that impresses with a clever mechanism that playfully explores the theme of the hierarchy among office staff. The designer, Reiner Knizia, praised the cooperation with the Polish publisher: “Trefl brought At the Office to the market as a world first in 2023. I’m delighted with that, especially since the publisher used members of its own editorial team for the corporate hierarchy shown on the playing sheets. So, you can really have fun advancing your career at Trefl.”
The company has also been able to establish an in-house development as a brand in the meantime: with its collaborative Spy Guy offering, players have to work against the clock to find certain elements, such as footballs, in a big city hidden object scene. The idea has proven so successful that there are now several country editions, licensing tie-ins and themed games. In the very latest release, players have to search in a 3D pyramid.
Trefl is clearly positioning itself as a full-range provider through its collaborations. In its home market, it holds the distribution rights for SIKU model cars and VTech electronic toys. The Polish company is increasingly establishing a presence in international markets. The Czech Republic, Slovakia, the Baltics and Germany are important markets abroad. All in all, Trefl supplies its products to 80 countries worldwide.
Trefl – an overview
- Founder: Kazimierz Wierzbicki
- Headquarters: Gdynia, Poland
- Founding year: 1985
- Contact for retailers: trefl@trefl.com
- Website: www.trefl.com/en/
- Social media: LinkedIn: trefl; LinkedIn Trefl Group; Facebook: Trefl SA
The licensing community will meet at BRANDmate in Essen from 25 to 26 June 2025. Top-tier brands and promising newcomers will deliver an impressive brand experience in the Grand Hall at the Zeche Zollverein coal mine complex.
Secure your ticket now for BRANDmate 2025!
Date: 25 to 26 June 2025
Location: Grand Hall Zeche Zollverein, Essen, Germany
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About the author
Peter Neugebauer is still a “big kid” through and through. In early childhood, his parents introduced him to board games. And games were obligatory and always welcome as presents for Christmas and on his birthday.He didn’t stop playing, not even during his years of study or working life. Early on, he reviewed new products, initially in trade journals, then also in daily newspapers and, for almost 40 years, in industry magazines. He can’t live without playing.