April 21, 2016

Meet Our Associates

Meet Our Associates

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


Spotlight onResearch & Consumer InsightParenting & EducationMedia Production & DigitalPR, Design & Licensing

RG/A - McDonalds Happy Studio

Note: Our clients for this project, R/GA, who we worked closely with throughout the entirety of the project are also the creative agency for McDonalds

This 2 year project combined the child development expertise and research skills within the core FC team with world class expertise from our Associates. The project, headed up by Lucy Gill (working as Director of FC for the majority of the project before becoming an Associate) involved helping the clients understand children's development and applying that understanding in the development of the Happy Studio App.
We carried out user testing and consumer insight research to test the app at each stage of the build and provided off line activities which we also play tested.
To support our internal researchers, we brought in expertise from our Associates including from Laura Newton Smith, who helped us gather early stage feedback to shape the app and Ruth Clement to support the research into offline play activities.
Lucy continues to manage the project and the clients are very satisfied with the results of this team effort.


Morwenna Ellis


Role: Director

Bio: Morwenna is a market research professional with over 15 years experience, spanning both qualitative and quantitative research across a wide range of categories. Having worked both agency and client-side, her knowledge covers many research practices including Product Testing.

Notable Projects:


Click to reveal Morwenna's case study

Ruth Clement

Role: Independent Consultant - Retail and Brand Development

BioRuth integrates Consumer and Shopper Research with Strategic Consulting and Marketing Services, combining the technical expertise of a research specialist with the practical know-how of a highly experienced commercial consumer and shopper marketer.

Other SpecialismsPR, Design & Licensing, Retail, Sourcing & Manufacturing, Media Production & Digital

Notable Projects: View Full Steam Case Studies

Lucy Gill

Role: Children's App, Tech and UX Expert

Bio: Lucy has been conducting user research for over a decade. She spent 2.5 years creating the Good App Guide and helping to form Fundamentally Children. She now works as a freelancer focusing on user testing projects related to Children's apps and EdTech.

Notable Projects: Lucy has led a range of projects whilst at Fundamentally Children including Happy Studio, Tiggly and Scary Beasties.


Vicki Thomas

Role: Design Consultant/Senior Lecturer

Bio: Researcher and Design Manager at Vicki Thomas Associates a specialist design consultancy and Senior Lecture at University of Northampton reaching Contextual studies to designers and researching the creative benefits of play

Other Specialisms: PR, Design & Licensing

Notable Projects:  This link showcases the work I have done with undergraduates at the University of Northampton. I have organised three linked exhibitions about the creative benefits of play and the Northamptonshire toy industry. I will post a video on line and add link here. The work is about to published in a book about play and culture and an article published the Toy Box presented at a Toy Conference. The links below show some of our play related design work.


Krupa Suthar

Role: Research Consultant at Insights that Shine

Bio: I am a freelance research consultant working with start-ups, small businesses & larger brands with a specialism in kids & families research.

Notable Projects: 

Click to reveal Krupa's notable projects

Penelope Ball


Role: Former Portage Worker

Bio: I am a former Portage worker with 11 years’ experience in the London borough of Wandsworth. I have supported the development of over 90 pre-school-aged children with complex learning needs, within their family homes and in partnership with their parents and carers.

I am passionate about early intervention and its role in supporting children with special educational needs prior to their start in formal education. I understand the benefit of working in partnership with parents and professionals and, most importantly, the importance of making learning fun!

Notable Projects: 

Click to reveal Penelope's notable projects

Erika Brodnock

Role: Founder and CEO of Karisma Kidz

Bio: I am the creator of digital resources covering emotional and social learning, digital regulation, and digital parenting. I'm also Sky News’ child confidence expert. I am passionate about ensuring every child has an equal opportunity for success.

Other Specialisms: Media Production & Digital.

Notable Projects: In 2012, Erika founded Karisma Kidz to deliver emotional learning to young children through play and provide feedback to the whole family, teaching children that real superheroes interact positively with others. The brand is loved by parents and children, is preloaded to around 5 million devices, and championed by the Sunday Times as the next big thing to shake up the children's entertainment industry.

Jenny Crellin

Role: Education Consultant

Bio: Coming Soon

Notable Projects: As a consultant to a local authority I planned and delivered the CPD program for Primary Computing across 34 Primary Schools and 6 Special Schools. The role involved writing and delivering training programs for teachers including support materials for use in schools, modelling lessons and supporting the schools' curriculum leads. The role involved the management of a Borough Wide Virtual Learning Environment enabling teachers across the authority to share good practice and have access to a range of resources.


Terri Langan

Role: TV Development Executive and Founder of Little Critics

Bio: Terri is an experienced TV Executive with a strong track record of creating and developing successful, award winning children's projects. She is able to work with individuals or companies who want to develop their brand into a TV or digital proposition. She will work with them on all stages of development from creating an idea all the way to pitch stage.  She can help with everything from character, storyline and format development to writing and producing pitch materials and series bibles.

Other Specialisms:  Research & Consumer Insight

Notable Projects: Children's TV commissions include BAFTA and RTS award winning 'Old Jacks Boat' and pirate game show 'Swashbuckle' and RTS award winning 'Mr Bloom Here' and There and 'CBeebies Stargazing'.

 Laura Newton-Smith

Role: Digital Consultant

Bio: My area of specialism is in devising innovative gaming and interactive learning solutions for both children and adults. As a former teacher, I have a strong understanding of how people learn and how gaming and interactive experiences can be utilised to engage the target audience.

Other Specialisms: Parenting & Education, Research & Consumer Insight

Notable Projects: View Laura's Case Studies

Rebecca Alfandary


Role: Educational Consultant & Product Designer

Bio: Rebecca founded a successful manufacturing business which supplies tactile, educational products to schools. She understands the value of learning through play, engaging children in fun, hands-on experiences whilst fulfilling learning objectives.

Other Specialisms: PR, Design & Licensing

Notable Projects: Rebecca worked with the Science Museum, London to design and produce a range of Discovery Bags to explore scientific themes. The brief was to create a range of bespoke bags, incorporating various pockets, pouches and resources inside. The bags unfolded into large floor mats for children to interact and play on whilst also providing a storage solution as part of the design.


Trudi Bishop

Role: Owner of Bee Licensing

Bio: Trudi is the owner of Bee Licensing - a branding and licensing consultancy specialising in connecting brands who are new to the world of licensing and branding or who require guidance on how to get started or to work on their current portfolio to make it more commercial.

Notable Projects:

During Trudi's time at Cartamundi, she launched a new category of playing cards and travel games in to the market. This project required negotiating licensing deals, educating the internal teams on branding, brand management and category management - which was all new to the company. As project lead, Trudi was tasked to bring all the stakeholders (from CEO to sales teams and licensors and retailers) on board to this new way of working and new category. The result was increased retail space for Cartamundi and the launch of the continuously most profitable category in their consumer products portfolio.



Deb de Sherbinin

Role: Principal at PerkIt.com

Bio: A product marketing consultant, Deb offers over twenty-five years experience building world-class brands and growing startups with product innovation, brand development and marketing.

Other Specialisms: Research & Consumer Insight and Retail, Sourcing & Manufacturing

How do we work with Our Associates?

We value our Associates and enjoy collaborating with them. Our collaboration provides our clients with a wider range of expertise to draw upon, resulting in cohesive solutions with the reassurance that the backing of Fundamentally Children provides. We also trust our Associates to work with clients by mutual referrals and, should our clients need services that we feel our Associates are best placed to deliver without our involvement, we will refer them on. Giving our clients the best service in the most cost-effective manner is our prime objective and we are delighted to have such a talented network of Associates to help us deliver this. 

How do I become an Associate?

We are very careful about who we work with and usually only take on Associates with whom we've worked personally and can vouch for completely. It's important to us that our Associates are not only experts in their field, but that they share our belief in the value of childhood, the rights of the child to play and thrive and the importance of supporting parents with independent, trustworthy advice. They must have uncompromising integrity and professionalism and last, but not least, be people we enjoy working with - when we work with Associates on a project, they become part of our team and need to be willing to roll their sleeves up and get stuck in.  If you're interested in joining our Associate network, please contact us below. 

Which children services do we recommend?

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