Meet the team – Lauren Archer

In our third ‘meet the team’ article, we are getting to know our marketing and events coordinator, Lauren Archer a little better. Lauren joined Fundamentally Children as the executive assistant to the CEO, but quickly became an indispensable member of the team, showing skills in sales, organisation, marketing and so much more. She organises all
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The Power of Experiential Marketing

The budget of a marketer has a long way to stretch. With new digital options presenting themselves constantly, alongside the more traditional, yet still effective methods, it can be difficult to decide where best to focus spend.     Gone are the days when a TV ad scheduled across children’s channels put your product top
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The early bird catches the Christmas worm

It seems like only weeks since we were sending out our first ever printed Christmas Good Toy Guide, but we’ve already finalised plans for Christmas 2019. This year’s campaign sees at least 100,000 printed Guides distributed via the Sunday Times Magazine, Good Housekeeping Magazine, in National Childbirth Trust Goody Bags, our Play Club Partners and directly to
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How Fundamentally Children’s expertise spans beyond toys

Although best known as the team behind the Good Toy Guide, our expertise is regularly called upon to support other organisations who include children and families in their target audience. Many world-leading companies outside of the toy arena have recognised the value of Fundamentally Children’s inside knowledge of the ages and stages of child development,
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How we work with The Children’s Activities Association

The not-for-profit Children’s Activities Association (CAA) was launched by a team of industry experts in 2015 to set and raise standards in all UK organised children’s activities.   Research in 2014/15 that found over 70% of parents were not aware that there was no formal regulation in the Children’s Activities industry (many people still assume it’s covered by
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Introducing the Good Toy Guide Widget

The reputation of the Good Toy Guide as THE go-to resource for advice on toys is growing rapidly. We are proud to support companies who are making ‘Good Toys’ and the benefits of that support are undisputed – having the stamp on a product has been shown to increase intention to buy by 20%. But
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Meet the team – Anna Taylor

In the second of our ‘meet the team’ articles, we are chatting to Fundamentally Children’s wonderful researcher, Anna Taylor. Anna is a psychology graduate and writes many of the expert child development articles and advice pieces for our consumer site and the wider media, while also working with our play partners to test Good Toy
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