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Dr Amanda Gummer

Dr Amanda Gummer

Dr Amanda Gummer

| Founder, Fundamentally Children and The Good Toy Guide

Amanda has a PhD in neuropsychology, the Postgraduate Certificate in Higher Education and over 20 years experience working with children and families. Widely considered as the UK’s go to expert on play, toys and child development, she combines her theoretical knowledge with a refreshingly pragmatic approach to family life, that resonates both with parents and professionals. Her book ‘Play’ was published in May 2105 and has already been translated into two different languages with extracts being published in the USA’s Toy Industry Association’s Genius of Play initiative.

Amanda is regularly in the media, continues to take an active role in research, and is often involved in government policy around children’s issues – currently as a member of two All Party Parliamentary Groups.

Amanda ran the research consultancy FUNdamentals for 10 years before combining that with the Good Toy Guide, and the Good App Guide to create Fundamentally Children, the UK’s leading source of expert, independent advice on child development and play, supporting children’s industries with research, insight and endorsement.


Fundamentally Children
Fundamentally Children is the trading name for The Good Toy Guide Ltd, established in 2012. Founded by Dr Amanda Gummer, the Good Toy Guide was developed to fill two demands. First, from the toy industry for cost effective insight to inform product development and marketing, and the second from parents, teachers and professionals working with children for expert, independent advice on toys, play and child development. This evolved into Fundamentally Children when Lucy Gill joined the company to develop and head up the Good App Guide and the research and consultancy services previously delivered through Fundamentals were included under the new Fundamentally Children umbrella to create a one-stop shop for children’s industries. With a growing associate network of specialists in, for example user testing, production, retail Fundamentally Children is able to support clients with a wide range of projects.

Fundamentally Children supports brands through all stages of development; from concept research through prototype testing and consumer insight, to marketing support via the Good Toy Guide, Good App Guide and Fundamentally Children Endorsed accreditation programmes. Fundamentally Children is also the independent accrediting body for the Children’s Activities Association.

The unique combination of robust research methodology, in-depth understanding of children’s development and parenting issues along with a thorough understanding of the toy industry makes the team at Fundamentally Children

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