Launching a new gifting product line for My Child’s Art

Enigma has supported the launch of Create a Gift, a new product offering for long-standing client My Child’s Art, expanding their popular school-based model into the direct-to-consumer gifting space. Building on the existing web-to-print platform, Create a Gift gives families a simple way to turn children’s artwork into personalised keepsakes at home, just in time for the peak Christmas gifting season.

My Child’s Art has spent years helping schools and groups across the UK raise funds by transforming classroom artwork into cards, mugs, baubles and other printed products. Enigma previously delivered a bespoke digital ecosystem for the organisation, including an artwork portal, fundraising tools and a fully customisable eCommerce storefront that together process over a thousand orders a day at busy times. The Create a Gift launch builds directly on that foundation, using the same robust infrastructure to support a new phase of growth.

Instead of artwork starting life in the classroom, families can now order a pack directly from the My Child’s Art website. Each pack includes everything needed to get started at home, from dedicated artwork sheets to craft supplies, so children can create their designs in their own time. The pack itself can be bought as a gift, and an integrated gift voucher option allows the purchaser to pre-pay for the final printed products, so the recipient simply chooses how they want their artwork to be printed when it’s uploaded.

Behind the scenes, that seemingly simple experience required Enigma to introduce a new workflow that sits alongside My Child’s Art’s existing purchase routes. In the school model, parent accounts are created and linked to a campaign from the outset. With Create a Gift, the team established that the person sending artwork back may be different from the person who originally bought the pack. With that in mind Enigma’s team extended the content management system and back-office tools so the My Child’s Art admin team can easily recognise Create a Gift orders, create or link the correct customer profiles, and ensure artwork appears in the right account ready to be turned into products.

Crucially, the new journey behaves like any other product on the front end of the My Child’s Art storefront, preserving a consistent brand experience and building on the trust the company has established with schools and parents. The Create a Gift pack can be highlighted in content pages, allowing the My Child’s Art team to manage seasonal content, campaigns and messaging in-house.

By introducing Create a Gift, Enigma has given My Child’s Art the flexibility to reach individual families, opening up a new direct-to-consumer revenue stream while continuing to support core activity. For Enigma, the project demonstrates how a well-designed web-to-print platform can evolve with the business, accommodating new products, workflows and audiences without the need to start from scratch each time.

Find out more about how the Enigma team developed the web platform for My Child’s Art and to speak to us about your digital needs please get in touch.