Fundamentally Children launches Good Toy Zone

Fundamentally Children has launched a new venture in the form of the Good Toy Zone, allowing kids to playtest the latest toys before purchase.

The new venture will focus on the play experience but will also include eCommerce purchase points to allow parents who see their children enjoying a particular product to purchase it conveniently via the Good Toy Zone e-portal.

The flexibility of having a toy zone rather than a traditional retail outlet is key, as each toy zone will have its own eCommerce page which can link to local retailers, preferred online outlets or a company’s own website. Fundamentally Children believes that this demonstrates the perfect model of how eCommerce and bricks and mortar can work together, rather than in competition.

“Our team have been well aware of the power of experiential marketing and have been demonstrating toys in stores and at events for the last five years," explains founder and CEO of the organisation, Amanda Gummer. 

"We have seen the demand for this rise and have witnessed first-hand the power of having children and parents playing with products.” 

The Good Toy Guide aims to raise the profile of brands through this hands-on approach, as well as improving the credibility of the products with the company’s independent expert endorsements and insight opportunity.

Gummer continued: “Toy shops are recognising the need to provide experiences rather than just products on shelves. The demise of Toys R Us provides the industry with an opportunity to do a bit of navel gazing and address some of the issues that it faces.”  

Fundamentally Children will be providing opportunities to open Good Toy Zones across the country, not only in toy or department stores, but in leisure centres, theme parks, garden centres, and shopping malls.

Gummer concluded: “The age of the experimental toy zone is well and truly on its way and everyone, especially the children, will benefit.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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