2018 Highlights and New Year Plans for Fundamentally Children

It’s been a busy year here at Fundamentally Children, and as 2018 draws to a close, we’re taking the opportunity to reflect and be grateful that despite a difficult economic climate (or maybe because of it people are valuing the work we do more and more and it’s been wonderful to work with amazing companies to make the world that bit more playful.


Here’s a snapshot of what we’ve been up to, along with some exciting plans going into the New Year…

In June, we launched the first of many permanent Good Toy Zones. Located in the innovative Under 1 Roof Kids venue in London, the flagship Zone has been an overwhelming success, with industry and consumers alike singing its praises as a prime example of experiential marketing. 2019 will see a range of new Good Toy Zones opening throughout the UK, in shopping centres, High Streets and family friendly venues. We will be running a Kickstarter with a difference to help determine where to locate them. 

Our events programme over the summer expanded with new venues and events and we were delighted with the reaction. Parents were thrilled to have a fun, relaxed space dedicated to their children at the events, and children had great fun exploring the Good Toys on offer. The feedback from clients blew us away and has given us the confidence to create an even more ambitious events programme for 2019. 

Next summer will see our reach expand further as we include CarFest North and South into our biggest ever events programme. We will also be attending 3 Foot People Festival in July, along with both Great British Food Festivals on the May Bank Holiday weekends. In total, the footfall is expected to be in excess of 150,000. Those interested should get in touch ASAP to find out more and secure their spots.



This autumn also saw the launch of the US Good Toy Guide, along with an exceedingly successful consumer launch at Chicago Toy and Game Fair. TeachTeam is on board as a US-based testing partner and we’ve already got exciting partnerships with key US stakeholders, so 2019 is set to be an exciting year.

Back in the UK, we were delighted to work with DHX Media on their First Steppers campaign, helping them to carve out a new sub-sector of the preschool market. We helped with research and expertise to ensure they got FirstSteppers spot on, and can now go on to use it to support retailers and licensees. We are looking forward to sharing our child development, play and parenting knowledge to boost more of our clients’ projects next year.

Our marketing campaign for the year was Fun4All – making play accessible to all children, and we worked with a range of clients to promote Good Toys and brands. In 2019, our theme will be Balancing the Play Diet, and we would love you to get involved. This project is set to include a parents’ handbook with national distribution; a large-scale research project, with a PR campaign for the results; the usual expert editorial on our popular consumer site; as well as a heavyweight social media campaign. Get in touch to find out what packages are on offer and enjoy the extra exposure from this campaign.


We rounded off the year with our first ever printed Christmas Good Toy Guide – a key feature of our far-reaching Christmas campaign showcasing Good Toys. The guide has been so fantastically popular, that we are now planning an even bigger and better campaign for next Christmas, so do let us know early if you’d like to get on board.

In order to support all of this activity and growth, we expanded our team and moved to new offices earlier this year. We now have even more experts on hand to advise and guide clients and as always provide the best services possible.

There are many more exciting plans on the horizon for the New Year, including our shared advertising campaign and a range of new research options. We are looking forward to working more closely with brands who share our ethos across all stages of their products’ life cycle – from Research and Development through to independent accreditation and brand support/experiential marketing

We will be doing our usual tour of the industry shows starting with Toy Fair in January and would love to meet you at one of those, or elsewhere to discuss your plans and how we can best support you in them.



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