In a world of constant notifications, fast-paced schedules, and screen-heavy culture, Occupational Therapist and entrepreneur Shelly Dua created Once Upon a Puzzle – a fun, whimsical puzzle brand designed to encourage conversations, creativity, and moments of calm in everyday family life.

Built on imagination, connection, and storytelling, the Toronto-based brand’s puzzles are not meant to be just completed but experienced, shared with loved ones, friends, and families around the table.

At its core, Once Upon a Puzzle blends intentional design with meaningful play, resulting in puzzles that are intuitive, durable, and keepsake-worthy. Bursting with playful characters and magical details, each puzzle invites both children and adults to imagine, create, and connect beyond its edges.

Inspiration from Simplicity

Once Upon a Puzzle was born from Shelly’s belief that kids deserve experiences that feel like stories. Imaginative, engaging, and simple.

I wanted to create something that brought families back to the table and encouraged conversation and creativity, without feeling visually loud or too simplistic.

After noticing a gap in the children’s puzzle space, Shelly set out to create puzzles with warmth and depth, where each scene feels like stepping into a small world full of quirky, meaningful moments that children can talk about, make stories from, and return to again and again.

From Occupational Therapy to Intentional Play

Shelly’s background as an Occupational Therapist plays a central role in how the brand comes to life.

In OT, we focus on the relationship between the person, the activity, and the environment,” she explains. “That lens naturally carries into Once Upon a Puzzle.

Each puzzle is designed to be visually engaging without feeling overwhelming, allowing children of different ages and abilities to participate in their own way, whether that’s finding pieces, noticing details, or narrating the story as it unfolds. Beyond entertainment, the puzzles support focus, problem-solving, patience, and emotional regulation in an overstimulated world.

In many ways, Once Upon a Puzzle is Occupational Therapy in disguise, supporting development and connection through play.

A Brand Built on Storytelling and Quality

The name Once Upon a Puzzle is no accident. Inspired by the opening line of classic stories, the brand invites families into imaginative worlds filled with small details and moments waiting to be discovered.

Their products are created with warmth and depth, using durable, textured, and eco-conscious materials designed for repeated use. Even the packaging is intentionally crafted to feel sturdy and keepsake-worthy.

The Role of Puzzles in Today’s Fast-Paced World

In today’s screen-heavy culture, sitting with a puzzle builds patience and persistence, invites natural conversation, encourages mindfulness, and gives children space to imagine and create their own narratives. For Shelly, the most rewarding part of building Once Upon a Puzzle has been the connection it has fostered.

The most rewarding part of building Once Upon a Puzzle has been the connection it has created. Hearing feedback from our community and seeing children and families use our products has been incredibly meaningful. It has also been deeply fulfilling to commission and showcase artwork by women illustrators from around the world, whose creativity and storytelling truly form the soul of each puzzle.

Canadian Made, Community Focused

Being a Canadian-made brand extends beyond where the puzzles are created; it’s reflected in the values behind them. Once Upon a Puzzle is committed to community impact, partnering with Kiniva (formerly Canadian Feed the Children) and No Kid Hungry to provide school meals with every puzzle sold. In just five months, the brand has donated over 4,000 school meals.

I hope that our puzzles become part of everyday family life, whether on a rainy afternoon, during quiet weekends, holiday downtime, or even as a peaceful solo reset at the end of a long day.

The brand has also grown steadily through word of mouth, in-person markets, and organic social media. It is now carried by close to 30 independent retailers across Canada and the United States.

Looking Ahead

As the brand continues to grow, Shelly remains focused on building with care rather than in a rush. Upcoming launches include the Little Puzzlers line, featuring educational products that blend learning with imagination, from alphabet and number puzzles to playful Look & Find designs inspired by global landmarks.

With its story-driven design, thoughtful craftsmanship, and community-first mindset, Once Upon a Puzzle stands out as a Canadian-made brand redefining what meaningful, screen-free play can look like, one piece at a time.

You can shop their puzzle on their website and stay updated on their future launches on their socials.

As always, you can discover more Canadian-made brands and local businesses on efosa.