Fundamentally Children

Dr Amanda Gummer – Founder and CEO of FUNdamentally Children and The Good Play Guide – discusses how the company’s research supports start-ups.

Online play festival, set to take place across May 23rd and 24th, aims to ‘support the trade and consumers at a time where we all need to pull together.’

The second annual Guide landed in the homes of The Sunday Times readers last weekend to kick off a mammoth Christmas campaign for the company.

“We’ve had such wonderful support from the children’s industries since I set up the business five years ago, and I can’t think of a better way to pay it back than a competition whereby we support the winning company with ￡5,000 worth of services to support their business,” said Fundamenally Children’s Amanda Gummer.

Bananagrams’ Rena Nathanson, Storyball’s Meir Biton and Fundamentally Children’s Amanda Gummer will shed light on the various paths that companies and designers can take in getting their product to market; be it doing it themselves or finding an unusual marketplace tactic.

We caught up with Gummer to discuss her start in the industry, as well as why the quality of design in the toy space is getting better and better.

“Innovation is everything in the toy industry and it’s lovely being able to support inventors at the early stage to make sure great ideas don’t miss their mark,” said Fundamentally Children’s Amanda Gummer.

Fundamentally Children’s Dr. Amanda Gummer shares some tips as to how new toy designers can give their concepts the best chance of success.

“Being involved in the Mojo Nation 100 is a great way for us to publicly show our support and to let designers and inventors know that we are here to help them understand the children they are designing for.”