Tag Archives: Amanda Gummer

There’s no doubt that the pandemic has changed the dynamic of toy selling this year. With families up and down the country now locked in for lockdown a second time around, and in that all important run-up to Christmas, the consumer’s taste in toys has certainly become a product of …

It’s always worth remembering that in times like these, for every anxiety-inducing headline churned out to cook up one social narrative, there’s an equal and opposite act of positivity happening somewhere and being carried out by someone to counter it. It is in the midst of the COVID-19 pandemic that …

Fundamentally Children is celebrating its fifth birthday by offering one lucky company the chance to win £5,000 worth of its services. Established in 2014, Fundamentally Children has grown from a start-up encompassing the Good Toy and App Guides and consultancy services, to being a multi-disciplinary agency providing brand-building services to …

The Good Toy Guide is joining forces with the Scandinavian Toy Institute to bring its Good Toy certification and brand support to toy makers across the region. The new partnership will enable toy manufacturers to gain the Scandinavian body’s certification if their products carry documented play and learning values. An …

“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.”

Following the successful launch of its new experiential-retailing initiative, the Good Toy Zone, Fundamentally Children's Amanda Gummer talks us through the changing toy retail landscape.