Supporting your brand with a custom crossword puzzle

There are so many interesting and unique businesses in the industry of play. I had the opportunity to learn about Merry Crafters, a unique custom crossword puzzle business created by Debbie Deitke.

Merry Crafters got its start back in 2020, right at the beginning of the Covid lockdowns. I was part of the Northern Illinois Crochet Guild of America, and like a lot of groups, our meetings had to come to a halt. I missed the connection and community, so I started making fun little crochet-themed puzzles and emailing them to our members to lift everyone's spirits.

To my surprise, people loved them! It was such a fun way to stay in touch and keep crafting on our minds. After a while, I thought, “Why not share these with other crafters too?” That’s when I started putting together full books of puzzles, and that’s how Merry Crafters was born.

Now, I create and sell puzzle books filled with themed crosswords, word games, picture puzzles, bingo cards, and retreat-style activities, mostly centered around crochet, knitting, quilting, and sewing. It’s all designed to bring a little extra joy to crafting communities, whether you're stitching solo or hosting a retreat with friends.

I sell my puzzle books online through Amazon and Barnes & Noble, and they’ve been a great way to reach crafty folks who love a good brain teaser. For digital downloads, like bingo games, retreat activities, and other fun printables, I use Etsy, which makes it easy for people to grab what they need for events, guilds, or just a fun night in.

I’ve also had the chance to attend h+h americas in both 2023 and 2024, where I showcased the puzzle books in person and got to connect with other creatives. Those events opened the door to some really fun collaborations with companies and designers, custom puzzles, branded games, and retreat materials tailored to their audience. It’s been a fun mix of online and in-person growth.

One of the things I enjoy most is designing puzzles that really speak to a specific audience or purpose—whether that’s a crafting niche, a retreat, or even a charitable mission. Here are a few favorite examples:

Each month, I work with Jessie at Crochet Foundry Magazine to create a new set of themed puzzles. The magazine always has a fresh seasonal or creative theme. I design a variety of word and picture puzzles that play off those ideas. It’s a fun way to surprise readers and tie into the patterns and features in the issue.

One of my most popular printables is Quilting Bingo, which includes 50 themed cards, matching calling cards, and bonus game patterns. I’ve made similar versions for knitting, crochet, and even football fans. They’re great for retreats, game nights, and shop events, especially when you want something interactive and craft-specific.

For crafting retreats, I offer printable bundles with low-prep, high-fun group activities. One favorite is “Discover Your Knitting Name,” which always gets laughs, along with games like “Most Likely To,” Would You Rather prompts, and yarn-themed logic puzzles. Everything’s designed to help people connect, laugh, and build memories during their time together.

I also love using puzzles to support good causes. A recent project was for S.A.C.K. (Supporting A Community with Kindness), a nonprofit that encourages volunteers to crochet or knit soap sacks, fill them with a bar of soap, and donate them to those in need. I created a set of puzzles that tie into their mission and values, and they’ll be using them at an upcoming trade show to help promote the charity in a fun and engaging way. It’s incredibly meaningful to create puzzles that help amplify a cause like that.

It really starts with this question: "Would your audience enjoy a moment of lighthearted fun related to their shared craft or niche?"

If the answer is yes, a custom puzzle is a great way to engage them. I’ve learned so much about different crafting communities just by writing puzzles—each has its own language, tools, and humor. Puzzles are a natural fit for:

Think about what your audience would smile at, or what they might enjoy playing with friends over a cup of tea. That’s where the magic happens.

The process is really collaborative. Typically, the brand will bring:

From there, I handle:

Lead time is usually 2–4 weeks, depending on the scope.
Pricing varies, but for custom puzzles, most projects range from $50 to $250. I’m always happy to work within a brand’s budget and event goals.

I’ve found that keeping things simple lets me focus more on creating than juggling platforms. So instead of trying to be everywhere, I’ve focused on where my customers are. You can find my newest products on Etsy and see what I’m sharing over on Pinterest.

You can reach out directly to collaborate by emailing me at Debbie at MerryCrafters.com. I’m always excited to connect with fellow makers, shop owners, and creative brands!