Fundamentally Children teams with McDonald's to launch new kids' app

The restaurant chain called upon the team to help it develop a new app with a focus on 'purposeful play', encouraging children to develop skills while having fun.
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Kids' play and development experts, Fundamentally Children has teamed with McDonalds to help the global fast-food outlet launch its new Happy Studio app.

The restaurant chain that is also both the world's biggest toy distributor and the UK's largest distributor of books called upon the team to help it develop a new app with a focus on 'purposeful play', encouraging children to develop skills while having fun.

Fundamentally Children has confirmed that while not app developers itself, the team was on hand 'to offer expert advice in all child related areas.'

McDonalds employed the team, led by children's play expert and psychologist Dr. Amanda Gummer, to help create a model of play, offer insight into children's play and apps as well as offer user testing.

"We have been involved with its development from the early concept phase," read a statement from the Fundamentally Children team.

"While we are certainly not developers and leave the creative genius to McDonalds and their partners R/GA we were delighted to be involved as experts in all child related areas."

 Fundamentally Children's technology focused arm, the Good App Guide was also on hand to review the new app, engaging with a testng panel of children and experts.

"This gave us a glimpse of what it is like for our clients nervously waiting for our verdict when they submit toys and apps to us to be reviewed," said the firm.

"We were delighted to see the glowing comments coming back from the little testers and their parents, as well as from the experts.

"We are proud to be able to endorse the new Happy Studio app as well as the child-centred approach used to create it and look forward to continuing to support its development as it evolves."

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