Dr Amanda Gummer marks decade of establishing her research consultancy.

FUNdamentals celebrates ten year milestone

Dr Amanda Gummer has marked ten years since she established research consultancy, FUNdamentals.

Initially given her first break by Peter Brown at Flair who wanted to know if a games console that was doing well in Japan would appeal to UK children, Dr Gummer, with her PhD in psychology, was more than able to conduct a focus group and added insightful observations about children’s development that made the research really valuable.

Flair quickly became FUNdamentals’ biggest client but Peter and Linsday Hardy, were kind enough to recommend FUNdamentals to others in the toy industry and this, along with some key introductions from her toy agent dad, John Nicholas, soon made FUNdamentals a respected source of independent expertise on toys, play and child development.

FUNdamentals has expanded outside of the toy industry, with a client list including BBC, V & A Museum of Childhood, local governments, playground manufacturers, Butlins, Walls, GSK, Egmont, PWC, Deutsche Bank and several other blue chip companies.

As Dr Gummer looks back over her last ten years with FUNdamentals, she says that she’s most proud of (apparently in no particular order):
• Being invited to be a member of the National Toy Council
• The My World range of jigsaws she helped Gibsons Games develop
• Developing the Parent-Centred Parenting model of family life
• Having research papers accepted by 2 International Toy Research Congresses
• Developing a reward chart and journal to help children with parents in the Military with Encourage and Praise
• Attending St James Palace with Karisma Kidz
• Winning the recent Toymaster Golf day – no one was more surprised than Amanda!

As for the next ten years, Dr Gummer assures us there’s no slowing down for her and she’s excited about what the future will bring, but for the next few weeks she’s keeping her cards close to her chest – apparently there’s a big announcement coming soon…

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