As the trend of millennials in Toronto becoming obsessed with puzzles continues to grow, local businesses, such as The Puzzle Nerds, are cashing in on this newfound love. The city’s first and only jigsaw puzzle store, which recently celebrated its third anniversary, is still enjoying booming business as more young individuals turn to these off-screen activities for entertainment.

The Puzzle Nerds: Toronto’s Dedicated Jigsaw Puzzle Store

Located at 2761 Dundas St. W. in the Junction, The Puzzle Nerds exclusively sells various sizes of puzzles. According to co-owner Deborah Corner, the shop initially attracted a broad range of ages and gender identities. However, in recent times, the clientele has shifted towards a younger demographic of puzzle enthusiasts.

“We’ve noticed a lot of young couples coming in just to pick up a puzzle to do over the weekend, if they want to stay home,” Corner says. “Or, four or five friends who pick puzzles and then they want to swap amongst themselves. We’re definitely seeing that trend in a younger audience.”

The Puzzle Nerds owners Jo-Anne Bergeron (left) and Deb Corner (right). 

Rise of ‘Granny Hobbies’ Among Millennials and Gen Zers

In a post-pandemic world, activities like puzzles, knitting, and gardening that were once associated with our grandparents have become increasingly popular among millennials and Gen Zers. Corner believes part of this appeal lies in how puzzles have evolved over time. Today’s designs feature bold, modern illustrations that are a far cry from the mundane, lo-fi imagery of yesteryears.

Corner mentions that several Canadian puzzle companies are also consciously showcasing diverse artists and subjects, allowing younger people to see themselves reflected in the artwork. “There’s a real emphasis on being able to see yourself in a puzzle, so it’s not just like horses and farms.”

Booming Business for The Puzzle Nerds

This fresh approach has proven profitable for The Puzzle Nerds. “Canadian sales have been, still, really strong, and our online sales are up this year,” Corner says. In addition to its physical store, The Puzzle Nerds has been operating an online shop since 2021, catering to customers across North America. Notably, Quebec, Alberta, and Ottawa are the other three most successful markets behind Toronto. 

So, what do most people purchase at this Toronto shop? “The 1,000-piece puzzle is always the big seller. It usually edges out the 500-piece, no pun intended there,” Corner says. She also notes that smaller puzzles, ranging from 100 to 300 pieces, are gaining popularity among younger customers.

Community Engagement and Future Plans

The Puzzle Nerds is looking to become more involved in community activities in 2026. One proposed idea that has garnered customer interest is a speed-puzzling event, where hundreds of people gather to puzzle for hours. While it may not sound like a conventional high-energy sport, it’s taken quite seriously by some in Toronto.

The Puzzle Nerds is located at 2761 Dundas St W.

Photos by Fareen Karim

Ethan Radcliffe

Ethan Radcliffe is a senior reporter and digital editor at The Toronto Insider, specializing in Canadian federal policy, GTA urban development, and national economic trends. With over a decade of experience in North American journalism, Ethan focuses on translating complex legislative and economic developments into clear, accessible reporting for Canadian readers. Ethan’s work emphasizes policy analysis, government accountability, and data-driven reporting, with a strong focus on how federal and provincial decisions impact communities across the Greater Toronto Area and beyond. He has covered infrastructure planning, housing policy, fiscal strategy, and regulatory changes affecting Canadian households and businesses. A graduate of Toronto Metropolitan University’s School of Journalism, Ethan brings expertise in investigative reporting, long-form analysis, editorial standards, and digital publishing best practices. His reporting is guided by verifiable sources, public records, and transparent sourcing. In addition to reporting, Ethan has experience in newsroom editing, fact-checking workflows, SEO-informed journalism, and audience analytics, ensuring stories meet both editorial integrity standards and modern digital discoverability requirements. Ethan is committed to objective, fact-driven journalism and adheres to established ethical guidelines, prioritizing accuracy, clarity, and public trust in all reporting.

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