FUNdamentals owner becomes shareholder for doll and online interactive platform brand.

Dr Amanda Gummer invests in Karisma Kidz

Dr Amanda Gummer from the Good Toy Guide has joined Karisma Kidz as a shareholder.

The toy expert, owner of FUNdamentals and Good Toy Guide, has invested money and expertise in the growing doll brand that will soon launch online interactive platform Moodville.

Karisma Kidz is a range of interactive plush toys, dress-up costumes and other branded accessories.

Gummer said: “The Good Toy Guide held toy clinics for developers and designers at the London Toy Fair in January and Erika Brodnock, founder of Karisma Kidz, booked a slot to gain advice on the prototype Karisma Kidz interactive dolls. I was really impressed with the ethos behind the dolls and the design of the prototypes.

“Erika submitted them for independent testing by the Good Toy Guide team to evaluate their play value. They received such good feedback that I knew they were something special. The softer skills such as social and emotional development are often undervalued and educational toys tend to focus on skills such as numeracy and literacy. 

"Erika then asked me if I could help with the development of the games in Moodville to ensure that they were developmentally appropriate as well as being fun and engaging for the children, and I readily agreed."

The only other products that Gummer has helped to develop and put her name to are the Gibsons’ My World puzzles and games.

Erika Brodnock added: “I’m completely passionate about this project and whilst I’ve had a fantastic response pretty much from everyone I’ve shown the concept to, having Amanda’s support ultimately confirms that Karisma Kidz has the potential to offer real value when it comes to ensuring our children’s emotional wellbeing.”

Karisma Kidz was named a top 20 start up for 2012. Chris Taylor and David Edey – the force behind Polly Pocket – are mentoring Brodnock as she develops the business plan. 

For more information about the range of Karisma Kidz dolls and online community, visit or email

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