Alice & Grace: A WooCommerce Store with a Custom Toy-Set Builder

A product built from interchangeable parts

Imaginory, the company's main product, is a storytelling set for 3 to 6 year olds: a box, a themed play board, a cotton pouch and wooden figures. The same pieces come in several themes (City, Space, Pirate, Fairy Tale, Farm). They are also sold separately as puzzles, painting kits and card games. Parents needed a way to combine a board and figures of their choice. Standard WooCommerce product types don't handle that well.

A small team selling directly

Alice & Grace is a founder-led business. The store had to take card payments in Turkish lira and include the legal pages that Turkish online shops must have. The team also had to be able to run it without a developer for every catalog or content change.

More than a shop

The brand also runs storytelling workshops and publishes stories and expert articles on child development. Events and articles needed a home on the same site as the products.

WooCommerce on a customised kids' theme

We built the store on WordPress and WooCommerce using the Peggi theme, with our changes in a child theme. Pages are laid out in WPBakery, so the team can edit them visually. The catalog is organised by product type (story sets, puzzles, painting sets, card games, activity books) and by brand (Imaginory and Plamingo), each with its own landing page.

A custom Mix & Match set builder

We wrote a small plugin for the Mix & Match page. The customer says whether they already own a box, picks a themed board, then chooses exactly six figures. The page counts the picks and blocks a seventh. Each step is sent to WordPress over admin-ajax, so the page doesn't reload. The plugin shows a preview of the finished set, and a final step adds the set to the cart.

Local checkout and legal pages

Checkout runs through iyzico, a Turkish card processor, and prices are in lira. Products can be backordered, so the shop keeps taking orders when stock runs out. Terms of use, the distance sales agreement, cancellation and returns, and privacy pages are linked from every footer.

Events, blog and marketing tools

Workshops are published with Modern Events Calendar, and the blog holds Imaginory stories and articles on child development. Yoast SEO handles titles, sitemaps and Organization/WebSite schema. The store is connected to Meta, Pinterest and TikTok for catalog and ad tracking. There is also a contact form.