The British gift company Moonpig says it’s expanding its offering through a major deal with LEGO to make branded gifts available to its customers. The agreement marks the largest ever branding launch on the AI-powered e-commerce site, the company says.
The new range of more than 50 different products with 13 different themes is already available through the Moonpig.com ecommerce site, and ranges from Duplo toddler sets to various licensed lines like Harry Potter, Marvel and Star Wars, to the architectural sets aimed at adults. Moonpig says it plans to increase its LEGO offerings later this year.
Moonpig is a large and growing gift company whose claim to fame is its sophisticated, AI-powered ecommerce technology that helps its users choose the ‘perfect gift’. “The key to our success is the way we use data to make the art of choosing, creating, and personalising the perfect card and gift effortless, yet incredibly thoughtful,” the company says. “Our aim is to create a personalized experience that not only delivers for the receiver, but for the sender as well. That’s why our customers are incredibly loyal, with 78 per cent of our revenue from existing customers.”
The launch of the LEGO lines is a major part of Moonpig’s plan to become the “ultimate gifting companion;” the latest move in a pronounced strategic shift over the past year. In that time, Moonpig has introduced more than 50 new product lines across multiple categories, including food and beverage, health and beauty, home products, and traditional toys and games. Deals have been struck with large brands such as Hasbro, Pokémon, Playmobil, Jelly Belly, Moet & Chandon, Sanctuary Spa, and Nivea and Whittards, among others.
Those products are now built into Moonpig’s ‘gift choosing’ technology. The company has three technology development hubs in London, Manchester and Amsterdam, where coders constantly update a tech platform designed to harness data and artificial intelligence. The technology is designed to help customers select the best gift or card, and will even remind customers when they need to buy a present for someone.