US toy companies now have the chance to benefit from involvement with the Good Toy Guide as the UK-based initiative launches in the States.
As the newly appointed business development manager in the US, Emily De Sousa is introducing the programme to new brands and companies, applying her wealth of experience in the toy retail sector and understanding of consumer needs.
De Sousa said: “I am delighted to be working with Fundamentally Children to bring such a trusted and respected accreditation scheme to the US.”
The Illinois-based Teach Team has also been appointed to carry out the evaluation of toys, apps and children’s products in the US for the Good Toy Guide. The company is carrying out the same stringent accreditation methods and criteria as applied in the UK.
Marc Mercado, president of Teach Team, commented: “We are excited to be working with Fundamentally CHildren to bring the Good Toy Guide to the US and are enjoying putting products through their paces and seeing how children interact with all of the toys.”
Each of the UK Good Toy Guide’s existing products, which are available to buy in the US, have automatically been entered into the US guide.
As part of the US launch and as an ongoing partnership, Fundamentally Children is also working with the American Specialty Toy Retailing Association to support its members by offering finalists of Best New Toy Awards a free product evaluation for the Good Toy Guide.
Sue Warfield, director of member relations at Astra, added: “We are delighted to be working with the Good Toy Guide to further support all of our members and provide them with an innovative marketing technique proven to help them stand out at retail.”
Dr Amanda Gummer, founder and CEO of the Good Toy Guide and Fundamentally Children, concluded: “Expanding the Good Toy Guide into new territories is the logical next step for us. The brand is well established, trusted and respected by consumers and the industry alike in the UK, and is ready to bring its many benefits to US companies and families too.”