Fundamentally Children – Q1 2019 highlights

It’s been a fabulous start to the year here at Fundamentally Children, with lots of new deals and partnerships which both add value to our existing services, and create opportunities for us to support your businesses in new ways.

We’re really excited to get started with these projects with existing clients and new!


It’s Showtime



The year kicked off with the usual show season excitement and the team headed to London Toy Fair, Nuremberg, New York Toy Fair, BETT, Spring Fair, The Education Show and Nursery World Show.

We were thrilled to see so many of you recognise the value of independent, expert accreditation and a place in our guide, and proudly displaying more stamps of approval than ever seen before.

Amanda joined a panel during the US Toy Fair’s Creative Factor, alongside Rena Nathanson from Bananagrams and Storyball’s Meir Biton, and Mojo Nation’s Billy Langsworthy, as chair.

The Road Not Taken panel looked at the various paths companies and designers can take to getting their product to market, and was incredibly well received by a busy audience.


Campaign trail


Our new campaign for 2019, Balancing Play, will launch very soon, and encompasses exciting new activity which will help our clients to reach more consumers than ever before.

The important message of a healthy play diet will resonate with parents, carers, educators and more and is the perfect vehicle to promote Good Toys.

We are also planning our next Christmas campaign after an overwhelmingly positive response to our first printed Christmas Good Toy Guide last year.

2019 will build on the initial success and will again reach more homes and bring Good Toys to your target audiences during Q4.


Retail activation


Earlier in the year, we started working with Argos to help their customers find Good Toys. As well as providing expert advice for the Argos website, the retailer is also keen to put the Good Toy Guide stamp of approval on products which are in the Guide.  

We’re delighted to be continually increasing the value of the Good Toy Guide endorsement.  

If you haven’t already done so, please let your Argos Product Information Team contact know of any products that you have in the guide which are stocked by Argos (either in the catalogue or online).

We’ve also very recently announced a new project with The Entertainer, who will be supporting this year’s Balancing Play campaign with a number of different initiatives including in-store Good Toy Zone play days.

If you’d like to get involved, please get in touch.


An eventful year



The Good Toy Zone will be back on tour this summer and will this year be visiting CarFest South, as well as a range of other family events. The organisers invited us to join them this year, and we are really looking forward to promoting Good Toys to so many families in the name of a really good cause – Children in Need.

There are a very limited number of opportunities left to get your brand involved in this and the rest of the schedule, so don’t hesitate to call us if you’re looking to add an experiential string to your marketing bow this year.

And the Good Toy Zone will also be working with 360 Play. In 2019 and beyond, the first phase of the partnership will see three play days, showcasing Good Toys in the Stevenage venue, with the Good Toy Zone team on hand. With seven venues around the country, 360 Play is a great partner to help increase the exposure that Good Toys receive to this highly targeted audience.


Further Afield



The Scandinavian Toy Institute (STI) has recently joined forces with us to provide comprehensive certification and brand support for manufacturers of Good Toys in the region. The new partnership will give toy manufacturers who gain the STI’s certification automatic entitlement to inclusion in the Good Toy Guide (subject to a small admin fee).

Companies with products in the Good Toy Guide will receive preferential rates on the STI’s services, providing enhanced insight from an international perspective and additional accreditation to further enhance consumer and industry trust in products.


Online support


Our support for the manufacturers and retailers of Good Toys has also grown with the introduction of the Good Toy Guide Widget (v1.0).

All Good Toy Guide reviews are now available for third-party websites, enabling clients to benefit even more from having their products independently reviewed.

A simple code snippet can be embedded anywhere on a site page, enabling retailers, manufacturers and distributors to build trust in their products by allowing the audience to immediately see the benefits of products which have been endorsed by the Good Toy Guide.


Closer to home



This quarter, we’ve also announced our new non-executive board of directors, with well-known names from the children’s industries, including John Crane, Richard Hollis, Erika Brodnock, and financial, sales and marketing expert Ted Frith.

The new board will be bringing their wide range of expertise to the team and the company’s strategy as a whole.


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