Fundamentally Children – Quarterly Update – Q2 2018


After the crazy toy fair season, Q2 is the period where all the plans kick into action and this year has been busier than ever. Here are some key updates - it’s exciting times, so do get in touch to find out more and get involved




The Good Toy Zone



The inaugural Good Toy Zone launched at Under 1 Roof Kids in London this month. The space received an overwhelmingly positive response from trade and consumers alike. We’re really excited about the opportunities that having a permanent, fully staffed Good Toy Zone, open 7 days a week, affords. The space brings bricks and mortar retail together with online selling, while including experiential marketing, making the perfect opportunity to present brands to engaged consumers.

The space can be used to host research and insight, sampling, events and other PR opportunities. If you would like to get involved with the Good Toy Zone or are interested in opening one in your shop, shopping centre or family venue, please get in touch.



Good Toy Guide USA



Next month will see the Good Toy Guide expand into the US. We have completed the training with Teach Team, our first US Play Club and we will be working with ASTRA to promote the guide in a number of exciting ways.

Clients with products already in the UK guide, who have distribution in the US, will automatically be entered.

If you have other products you would like tested for the US Good Toy Guide, please email our state side representative, Emily de Souza –




Our latest campaign, #Fun4All is up and running and has so far been a tremendous success. The project aims to break down some of the barriers to play, making it accessible for all. There have been several expert articles run on already, and the campaign has been supported across all social media channels. There is still lots of activity planned and there are a few spaces left for brands to get involved.

New team members + New office



We’ve expanded our research and consultancy team, with the appointment of Morwenna Ellis as head of research, Fiona Pearce as Research Assistant, and two new interns. Fundamentally Children has also moved to a new premises in Welwyn Garden City in Hertfordshire.

Licensing Expo 2018, Las Vegas



We visited Las Vegas last month for the annual Licensing Expo show. We had a great few days catching up with the licensing industry’s latest news and projects, as well as meeting new companies.

There are many ways in which we can support the licensing industry’s projects and campaigns, so do let us know if you need an expert on board for your next activity.

BTHA Toys as the Tools of Play



A recent partnership with the British Toy and Hobby Association, saw us launch Toys as the Tools of Play benefits framework, part of the BTHA’s campaign to promote the value of play for children.

The new initiative is an extension of the association’s Make Time 2 Play campaign and will help companies identify the play benefits of their products for children’s development.

Planning for the Christmas campaign



It’s June, so the toy industry’s thoughts are turning to Christmas and we are busy planning our campaign for Q4 this year. Last year’s campaign reached 100,000 consumers and this year’s is set to be even bigger. If you’d like your product or brand to be included, do contact us to find out what packages are available.

New shared research days



We are now able to offer specific, but limited insight during R&D stages, for companies who don’t want or need to embark on a full research project. The new shared research days allow you to invest in a block of research, sharing resources with a small number of other brands, thus sharing costs and providing a more affordable research method.

DHX collaboration for Teletubbies



Dr Gummer has been working with DHX brands again, this time on their latest Teletubbies PR campaign. The project which highlighted play dates, led with consumer research, and Amanda provided expert comment for the press release, as well as acting as a media spokesperson and providing quotes for various media coverage. This follows on from the research carried out earlier in the year to help create the First Steppers Framework.

Watch this space



We will soon be announcing details of the very first UAE Good Toy Zone, as well as some exciting shared advertising opportunities for clients. We’ll keep you posted, but do let us know email Lauren in the first instance - - if you’d like to get involved.

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