Following the success of The Seven Sisters puzzle books, Keesing is building on its experience with internationally recognised intellectual property (IP) to expand its book publishing activities into new markets. The latest example is a new range of FIFA puzzle books, combining global brand recognition, local editorial expertise and international production capabilities.
Turning global brands into local puzzle experiences
Established IP can open doors to new audiences and retail opportunities. Partnerships with internationally recognised brands such as FIFA and the Tour de France allow Keesing to combine the appeal of familiar properties with its own puzzle-making expertise.
The Seven Sisters series provided a valuable foundation. Following its debut in the Netherlands, the series launched in Sweden, demonstrating how a successful concept can be adapted for different markets through local publishing partnerships.
Building on this experience, Keesing is now launching country-specific FIFA puzzle books across ten countries, with releases planned around the international football calendar in June and July. The range includes the United States, Mexico and Canada, the host nations of the 2026 FIFA World Cup.
The initiative also supports Keesing’s ambition to develop its book channel in markets including France, the United Kingdom and the United States.
One global concept, tailored to local markets
The FIFA books follow a shared six-chapter structure, combining a consistent international concept with locally relevant content.
Each edition features a localised cover and opening chapter, including local celebrities and football players. The remaining chapters follow a common structure across countries, maintaining consistency while reflecting the interests of individual audiences.
Production brings together international and local expertise. Designers behind the original Dutch titles developed the layout, while editorial teams in participating countries are creating the puzzle content. The range will include two formats: a shorter bookazine for markets without dedicated book distribution and a full 160-page edition for markets with established distribution partners.
This flexible approach allows Keesing to adapt to local market conditions while retaining a recognisable product concept.
Scaling international collaboration
Delivering a project across multiple markets requires close coordination between editorial teams, designers, publishing partners and the IP owner.
FIFA’s brand guidelines also mean that words, images and other brand elements require careful review and approval. Combined with different languages, editorial priorities and audience expectations, this calls for central coordination, local expertise and consistent quality standards.
The experience gained through The Seven Sisters has helped establish processes for managing approvals, adapting puzzles, coordinating translations and preparing graphics across markets. The FIFA project builds on that foundation, applying the same collaborative approach to a globally recognised sports brand and a larger international rollout.
Building the next chapter of puzzle publishing
For Keesing, this is about more than producing individual titles. It is an opportunity to strengthen the capabilities, partnerships and ways of working needed to develop publishing projects across multiple markets.
By combining globally recognised IP, locally relevant content and coordinated production, Keesing is developing a repeatable approach to IP-driven publishing, creating opportunities to reach new audiences, deepen publishing partnerships and explore further titles and territories.
