theory11

theory11 is an American producer of premium playing cards, magic products, puzzles, and related entertainment merchandise. The company was founded in 2007 by Jonathan Bayme in Charleston, South Carolina. Its name is closely associated with visually elaborate playing-card decks designed for collectors, performers, and consumers who value presentation as much as ordinary gameplay. The brand operates at the intersection of magic, design, collectibles, and popular culture. Its playing cards are generally positioned as design objects rather than merely disposable game accessories, with attention directed toward artwork, packaging, themes, and collaborations. The company also develops magic tricks and puzzles, extending its offer beyond standard card decks into products intended for performance, problem-solving, and interactive entertainment. Collaboration has been an important part of theory11's product strategy. The company has worked with prominent figures and cultural institutions, including illusionist Derren Brown, entertainer Neil Patrick Harris, the Whitney Museum of American Art, artist Shantell Martin, and The Beatles. These partnerships have allowed theory11 to apply its card and puzzle formats to recognizable creative identities and entertainment properties while retaining the brand's emphasis on premium presentation. Its product range includes standard and limited-edition playing cards, magic effects, puzzles, and themed games. In 2019, it released a deck created with Derren Brown. In 2020, it produced Box One, a single-player board game developed with Neil Patrick Harris. In 2021, it collaborated with the Whitney Museum of American Art and Shantell Martin on a deck offered in two color versions. In 2024, it released a jigsaw puzzle themed around Harry Potter, and in 2025 it introduced a Beatles-themed deck in four color variants. The brand sells through its own website and serves both the United States and international customers. Its public profile is built less around mass-market everyday play and more around premium design, collecting, magic culture, licensed themes, and giftability. Based on the available reference material, theory11 remains active and privately held. Publicly documented information about its ownership structure, executive team beyond its founder, financial performance, and detailed operating footprint is limited.

theory11 was established in 2007 by Jonathan Bayme in Charleston, South Carolina. From its beginning, the company focused on the relationship between playing cards and magic, treating the deck as both a functional object and a designed collectible. This orientation distinguished the brand from conventional card manufacturers whose products are primarily marketed for routine games. The company's public identity developed around premium playing-card designs, magic tricks, and products associated with visual performance and discovery. Its catalog expanded through original designs and collaborations with recognized creators and entertainment figures. These collaborations gave theory11 access to distinct artistic styles and established fan communities while allowing the company to retain its core formats: card decks, magic products, puzzles, and games. A 2019 collaboration with English illusionist Derren Brown produced a dedicated deck sold through theory11's website. The project connected the company's product expertise with a major name in contemporary illusion. In October 2020, theory11 broadened its format range with Box One, a single-player board game made in collaboration with Neil Patrick Harris. This release demonstrated that the company was not limited to decks of cards and could develop more substantial interactive entertainment products. In May 2021, theory11 partnered with the Whitney Museum of American Art and British artist Shantell Martin on a deck released in two colors. The collaboration placed the brand's card format within an art-institution and contemporary-art context, reinforcing its emphasis on collectible design. The company later continued its use of recognizable licensed themes. In December 2024, it released a Harry Potter-themed jigsaw puzzle. In April 2025, it collaborated with The Beatles on a themed deck issued in four color variants. Across these developments, theory11's business has remained centered on premium presentation, creative collaboration, and products that can function as gifts, collectibles, magic tools, or leisure objects. It sells through its official website and serves customers in the United States and internationally. The available public material identifies the company as privately held but does not provide verified information about revenue, ownership beyond the founder, detailed corporate structure, or a comprehensive list of current executives. The brand is documented as active, with product activity continuing through 2025.

1. 2025The Beatles playing-card collaboration

   The company released a Beatles-themed playing-card deck in four color variants.

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2. 2024Harry Potter puzzle release

   theory11 expanded its licensed puzzle range with a Harry Potter-themed jigsaw puzzle.

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3. 2021Whitney Museum and Shantell Martin deck

   theory11 released a two-color playing-card collaboration involving the Whitney Museum of American Art and artist Shantell Martin.

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4. 2020Box One launches

   The company produced Box One, a single-player board game developed with Neil Patrick Harris.

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5. 2019Derren Brown collaboration

   theory11 released a playing-card deck created with English illusionist Derren Brown.

   Source
6. 2007theory11 is founded

   Jonathan Bayme founded theory11 in Charleston, South Carolina, establishing a company focused on playing cards, magic products, and related entertainment objects.

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Premium, design-led playing cards and magic products for collectors, performers, gift buyers, and fans of entertainment and cultural properties.

• Playing cardsPlaying cards2007

  Playing cards are theory11's core product category. The brand presents decks as designed and collectible objects, often using distinctive visual identities, premium packaging, artistic collaborations, or entertainment licenses. Its catalog includes original decks and collaborative releases associated with figures, artists, museums, and music properties.

• Magic productsMagic2007

  theory11 produces magic tricks and related products for the magic and illusion community. These offerings complement its playing-card business and connect the brand with performance, sleight of hand, and instructional or interactive entertainment.

• Box OneSingle-player board game2020

  Box One is a single-player board game produced by theory11 in collaboration with Neil Patrick Harris. Its release broadened the company's range from card decks and magic products into a more expansive tabletop format.

• Harry Potter-themed jigsaw puzzleJigsaw puzzle2024

  This jigsaw puzzle applies the Harry Potter property to theory11's premium puzzle and gift-product format. It was released in December 2024.

• 2025The Beatles themed deck

  United States · International

  theory11 worked with The Beatles on a playing-card deck connected to the band's cultural identity.

  Outcome. The deck was released in four different colors.

  Source
• 2021Whitney Museum and Shantell Martin deck

  United States · International

  theory11 collaborated with the Whitney Museum of American Art and British artist Shantell Martin on a visually distinctive playing-card deck.

  Outcome. The deck was released in two different color versions.

  Source
• 2019Derren Brown playing-card collaboration

  United States · International

  theory11 partnered with English illusionist Derren Brown to create and sell a dedicated playing-card deck.

  Outcome. The collaboration resulted in a commercially available deck sold through theory11's website.

  Source

• 2024Expansion into licensed jigsaw puzzlesProduct launch

  theory11 extended its use of entertainment properties beyond playing cards and games.

  What changed. The company released a Harry Potter-themed jigsaw puzzle.

  Aftermath. The release added a licensed puzzle format to the brand's portfolio; sales and market performance are not publicly documented in the available sources.

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• 2020Expansion into single-player tabletop gamesProduct launch

  theory11 had established its identity through playing cards and magic products but introduced a broader tabletop format through its collaboration with Neil Patrick Harris.

  What changed. The company produced and released Box One, a single-player board game.

  Aftermath. The release demonstrated an expansion of the brand's product scope beyond card decks and magic effects; further commercial results are not documented in the available sources.

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• 2025theory11 and The Beatles launch themed playing cards

  The company collaborated with The Beatles on a themed playing-card deck offered in four different color versions.

  Product launchCampaign
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• 2024Harry Potter-themed jigsaw puzzle released

  theory11 released a jigsaw puzzle based on the Harry Potter property.

  Product launch
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• 2021Whitney Museum and Shantell Martin collaboration launches

  theory11 worked with the Whitney Museum of American Art and British artist Shantell Martin on a playing-card deck released in two color versions.

  Product launchCampaign
  Source
• 2020theory11 and Neil Patrick Harris release Box One

  The company produced Box One, a single-player board game developed in collaboration with Neil Patrick Harris.

  Product launch
  Source
• 2019theory11 collaborates with Derren Brown on a playing-card deck

  theory11 released a playing-card deck created in collaboration with English illusionist Derren Brown and sold it through the company's website.

  Product launchCampaign
  Source

1. Theory11
2. Official theory11 website