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Battling Brexit: Fundamentally Children's Amanda Gummer talks strategy - ToyNews

Battling Brexit: Fundamentally Children's Amanda Gummer talks strategy

Taking steps to weather the Brexit storm, Fundamentally Children is expanding its operations on a global scale.
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The company has embarked on discussions to license the Good Toy Guide name across the USA and both the Good Toy Guide and Good App Guide in the UAE in order to reduce the firm’s reliance on European and UK companies.

Fundamentally Children founder, Dr Amanda Gummer explains:

The forward-looking bunch at Fundamentally Children are taking a pro-active approach to Brexit.

We are expanding internationally to make the most of new opportunities and reduce our reliance on European and UK companies, while staying true to our roots and supporting our existing clients.

The UK continues to make up the majority of our business, but we have noticed that the weaker pound, manufacturers are struggling and, unfortunately, R and D and marketing budgets are the first to go.

We are all for turning a challenge into an opportunity and, with the support of the DIT, we’re focusing our growth strategy on markets such as the USA and MENA regions. It works for the company on two levels.

First, with a weaker pound, our research and consultancy services are much more competitive, so we’re able to attract new international and often global clients. These tend to be clients who want to understand their global target audience better.

The second level benefits our existing clients as we increase the exposure of The Good Toy Guide and Good App Guide internationally. Through initiatives such as the Family Academy in the UAE, we are talking to parents and professionals about Good Toys and play, and are able to shout about the products in the Guides and add value to those companies with products that we have endorsed.

With discussions ongoing to license the Good Toy Guide in the USA and both the Good Toy and Good App Guides in the UAE, we are hoping to be able to weather any storms that Brexit might generate and continue to provide valuable exposure for the UK and European clients.

We are also keen to continue our involvement with policy on children’s issues and make sure that the government doesn’t neglect this generation of children while they are wrestling over Brexit. We are supporting two All Part Parliamentary Groups on children’s issues and will continue to fight for children’s rights to have a healthy, playful childhood.

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