Fundamentally Children rebrands as Dr Gummer’s Good Play Guide

It’s already becoming a week for re-branding, as Fundamentally Children – the home of The Good Toy Guide – has revealed its new identity for 2020 and beyond as Dr Gummer’s Good Play Guide.

The new, simplified messaging of the organisation has been created to highlight the focus of the group’s founder and MD Dr Amanda Gummer and her mission to ‘make the world a more playful place.’

Following what it reports as an “incredibly successful year in 2019”, culminating in its fifth birthday celebration, the business now has its sights set firmly on the US, and as such is rebranding to streamline and align the business to its core and long term objectives.

Now known as Dr Gummer’s Good Play Guide, the independent, expert advice provided by the business retains the same three pillars, these being Child Development expertise, Quality assurance, and Brand support and experiential marketing.

Across all three of the areas, the expert team will continue to offer guidance to businesses including manufacturers, licensees, licensors, PRs, parents, educators and more, through the eyes of children to better understand play and its importance in healthy childhoods.

Gummer has already been working in the US for several years, witnessing her profile grow apace. This, coupled with her established status as the go-to expert in toys, play and child development in the UK, means that highlighting her involvement in the organisation within the new branding is key to international consumers.

The US team will be at CES in Vegas this week (January 7th to 10th), and for the third year, Gummer is a judge for the KAPi awards, as well as moderating a panel on raising digital savvy kids, with other key figures in the toy industry.

Dr Gummer’s Good Play Guide will then head to New York Toy Fair in February where the team is looking forward to the further development of relationships with US-based toy companies there.

Towards the end of the year, the successful Christmas Good Toy Guide will make its debut in the US.

The key team members in the US operation include Frances Cain, international business development; Nikki Jeffery, US sales and marketing, and Morgan Russo, child development and education specialist.

The newly rebranded business will continue to produce it’s Good Toy Guide and Good App Guide for consumers and the expansion of the business into the US hopes to make the endorsement more valuable for companies who pass the independent accreditation.

Dr Gummer said: “We wanted to make sure the brand fully embodies and clearly communicates our values and work so we’re delighted to announce the new name and branding as we move into the next exciting phase of growth.

“Any companies interested in discussing the Good Play Guide’s plans for 2020 and US expansion should get in touch to book in a meeting for CES, London or New York Toy Fair.”

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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