Support for development & marketing from experts in children, play, toys and apps
Product Evaluation & Accreditation
Submit your product to the Good Toy Guide or Good App Guide for evaluation by our expert testing team
Research & Insight
Expert advice, play testing & research for child-centred development.
Endorsement & Brand Support
Use our expert voice to build trust in your brand and communicate the benefits of your product.
We also offer a range of seminars, training opportunities and are the independent accrediting body of the CAA
We have worked alongside many reputable brands within the Toy & App Industry
Promoting the Aquadoodle range at 3 Foot People Festival
Danone case study – media support and consultancyCase Study
Scary Beasties – App User Testing
Mothercare Staff Training
Research & Insights to Support Happy Studio App Development
John Lewis Play Day
Games to Get – Supporting Development & Endorsement
Supporting the UK launch of Tiggly
Pan Macmillan: Staff Training and Product Support
Research into Morrison’s Nutmeg Clothing Range
Mookie Toys: Supporting Pebli Town’s Development
vTech Crisis Management
Our depth of understanding of children is at the heart of everything we do
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.
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.
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.
Some of the Friendly Faces over at Fundamentally HQ
Dr Amanda Gummer
We are also proud to work alongside a range of experts in their field to support our clients in reaching their goals.
A FEW OF OUR HAPPY CLIENTS
Stay up-to-date with the Latest Industry News
Dr Gummer speaks to BBC Scotland to share her thoughts on the latest playground craze, Fidget Spinners and why there is more than meets the eye!
Dr Gummer comments on this on-going issue to explain how parents can weigh in and help empower their children
Dr Amanda Gummer’s small talk guide will be introduced at a Morrisons café near you!
Dr Amanda Gummer’s comments on helicopter parenting has turned into a highly-discussed topic which was picked up in the Independent
Dr Gummer’s piece in the Daily Mail takes a look what causes children to struggle in the classroom.
We always here to help promote your brand and services! Talk to us about your priorities and we will work with you to maximise the impact of our endorsement
Toy retailer The Entertainer has added the Good Toy Guide stamp of approval to its website.
The forward-looking bunch at Fundamentally Children have taken a pro-active approach to Brexit. They are expanding internationally (outside of Europe) to make the most of new opportunities and reduce their reliance on European and UK companies, whilst staying true to their roots and supporting their existing clients. Dr Amanda Gummer, founder and
-> Continue reading The Fundamentally Children approach to Brexit
Hasbro are inviting sign ups to their first ever subscription service which looks to deliver family game nights direct to your door step.
Dr Gummer features on Radio 5 Live to discuss whether Dads should or should not be best friends with their children and what boundaries should be in place.