Consumers 20 per cent more likely to buy endorsed products, says Fundamentally Children

The firm is now asking the toy trade to get involved in research in to the effect of trusted endorsements on toy ranges and toy buyers' habits at Toy Fair.
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Consumers are 20 per cent more likely to purchase toys that feature trusted endorsements on the packaging, according to research carried out by Fundamentally Children.

As part of the launch of the play expert’s new moniker and online destination last year, the Fundamentally Children team embarked on research to look at consumer buying habits.

The results revealed that 20 per cent of the more than 200 parents from across the UK interviewed were more likely to purchase a toy that featured endorsement from a trusted group, such as the Good Toy Guide.

This year, the team is now keen to extend its research in to trade buyers and is calling on Toy Fair attendees to get involved in the latest survey.

“There will be lots of toys bearing Good Toy Guide stickers on display at Toy Fair this year, but in order to gauge how best to help our clients shout about their good toys to their customers, we are carrying out some research at the Fair to find out what really does help retailers make their decisions,” said Dr. Amanda Gummer, CEO of Fundamentally Children.

The team is looking for companies to help its research by asking retailers a handful of questions about the impact of Good Toy Guide endorsement.

“You don’t have to have a product in the Good Toy Guide to get involved,” said Amanda, adding that companies can take part by emailing


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