Doing Business the Fundamentally Children way

Fundamentally Children isn’t like other businesses. Operating out of founder Amanda Gummer’s converted garage for the first few years (much like all the best start ups), and with only limited friends and family investment to build the company, and with Amanda needing to balance parenthood and work, Fundamentally Children has never followed a conventional business model, but that’s now one of the organisation’s biggest assets.



(Moving day for the Fundamentally Children team)


With no set hours, family-friendly working arrangements and a commitment to walk the walk and not just talk the talk around child development and play, Fundamentally Children has a fresh approach to business that is not just good for the team that work there, it’s delivering huge benefits for clients too. The company’s ethos is that people who are given the freedom and flexibility to work around their personal commitments, are likely to value their employment and therefore work more happily, and ultimately more productively resulting in excellent customer service and great value for money – Amanda’s always looking for the win-win outcome.

With such a large amount of clients on board, all needing different services at different times, Fundamentally Children uses a number of agencies to outsource some day to day tasks to when needed, allowing the team to focus on providing excellent client service in their areas of expertise.


Slider for Fundamentally Children Events Slider


Admin, accounts and some events organisation are carried out by a virtual assistant company. Some copywriting and day to day social media management is looked after by a marketing consultant. A freelance graphic designer takes care of all graphics work and there is a fabulous network of expert Associates who collaborate with the in-house team on a project by project basis. Our associates all share the Fundamentally Children vision and more details about their areas of expertise in research and consumer insight, parenting and education, media production and digital, and design, can be found here.


Fundamentally Children’s Associates


Using high quality freelancers to supplement the work of a committed core in-house team allows overheads to be kept to a minimum whilst maintaining the high quality of work that Fundamentally Children has become internationally renown for and as Fundamentally Children launches the Good Toy Guide in the USA, Amanda is keen to bring the same commitment to employee well-being and customer satisfaction across the pond as she prepares to take the American toy industry by storm.

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