Having your products evaluated by our testers and experts is just the beginning. Adding our expert voice to endorsed products will make all the difference to your campaigns.
Endorsement & Accreditation Additional Services
Our user research, consultancy and training will empower your development team. We will help you understand children, parents and how they interact with your products
Additional Services Research & Insight
Want to get your messages heard in the press? The media are increasingly turning to us for expertise, maybe we can help you?
Our Media Appearances
Optimise your presence at consumer and industry events - join our stand!
London Toy Fair 2016 Highlights
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The impact of our Play Days at John Lewis
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Visit Our Consumer Site for Independent Expert Advice on a range of topics including Play, Toys & Apps


Find out more about how we work with…
Toy Companies & Inventors

App Developers

PR Agencies

Event Organisers


About US

Our depth of understanding of children is at the heart of everything we do
Passionate About Play

Our family-friendly team of professionals are proud of their deep understanding of children and passionate about the importance of play in healthy childhoods. We go above and beyond to champion great children's products using our wide range of skills to make a difference. Whether that is to shout about products in the media, design user testing to help you turn good ideas into great products or share our knowledge and passion with our audience.

  • Our Vision

    To help create a world where children are able to fulfil their potential and develop the skills they need to thrive throughout their lives. whilst enjoying a safe, happy and playful childhood.

  • Our Mission

    To be the leading source of expert, independent advice on play and child development.


We pride ourselves on our professional and ethical approach to our work both internally and externally with clients across the world.


No need for formalities! We are a fun and approachable crowd who are passionate about what we do and always happy to help! After all, George Bernard Shaw put it perfectly, ‘We don’t stop playing because we grow old; we grow old because we stop playing.’


Just like play, we believe in inclusiveness and encourage participation from everyone within the company to ensure everyone’s voice is heard. Our network of fantastic associates will testify as to how our ‘better together’ approach provides a win-win approach for all involved.


Learning is the key to success, which is why we do not rest on our laurels. We present our audience and employees with opportunities to learn new things each and every day.


We love a challenge and actively seek out ways to help make the world more playful. Our quick-thinking and agile way of working help ourclients meet their goals cost-effectively and with minimal stress. Take a look at our case studies to see some of our client projects.

Our Team

Some of the Friendly Faces over at Fundamentally HQ
Dr Amanda Gummer
Dr Amanda Gummer
Founder / CEO
Referred to as THE go to expert on play, toys and child development. Amanda founded Good Toy Guide Ltd in 2013 after 20 years experience working with children and families including creating the Parent-Centred parenting model and a decade running consultancy FUNdamentals. Amanda is regularly in the media and in high demand within the toy and family-facing industries.
Anna Taylor
Anna Taylor
Anna is a BSc Psychology graduate with over two years experience in the toy industry. She puts this expertise to good use, providing consumer insight through user testing and desk research for toys, apps and other children’s products.Anna’s knowledge of child development and learning through play is invaluable when planning and writing parenting articles.
Katie Roberts-Mason
Katie Roberts-Mason
Marketing Executive
Katie has over 12 years experience in communications with roles in PR and marketing. She understands the importance of the right communication for companies and their brands, both with consumers and industry.Katie works across our consumer and trade marketing, taking on social media, copy writing, advertising, events and much more.
Kerstie Mehmel
Kerstie Mehmel
Review Co-ordinator
Kerstie ensures that all products submitted for evaluation are dealt with effectively, liaising with clients during the testing process. She manages our database of testers, both play centres and parents, collating their review data to add product reviews to the website. Kerstie’s calm, empathetic approach enables her to really understand what people need and ensure they are give the best service.

Our Associates

We are also proud to work alongside a range of experts in their field to support our clients in reaching their goals.




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