Fundamentally Children – Q3 2019 highlights

Wow! What a fantastic week we had to close off another great period in Q3. The sales and marketing team headed to ExCel for Brand Licensing Europe, Amanda jetted to the US for the Dallas Toy Fair and Women in Toys Empowerment Day, Anna took a trip to the International Play Iceland UK seminar, and Rebecca joined the education industry at the TES SEN Show.


Balancing Play


A key theme running through Q3 was our Balancing Play campaign. The message has been incredibly well received and we’re still actively discussing it across many channels. So far, it has been picked up by media worldwide and discussed at the European Parliament, Women in Toys webinars, the Kids Summit and many more.

Our partnership with The Entertainer for the campaign saw a radio day to discuss the findings of our Balancing Play research and a series of weekly play days across all stores with Good Toys including Geomag, Aquabeads, Melissa and Doug, Addo Play and Lego. There was also a range of information for parents online and on social media, including expert videos with Amanda.


and the nominees are…


We were surprised and delighted to discover recently that our Balancing Play campaign with The Entertainer has been chosen as a finalist in the Best Preschool Retail Initiative category at the Progressive Preschool Awards this month.

We are also once again sponsoring the Best Preschool STEM / Educational Range award. The finalists include Trends UK, Thames and Kosmos, Galt, Bigjigs, Insect Lore and the Personalised Momento Company, of which four of the products are already in the Good Toy Guide. Good luck to all.


Show Time

It’s been a busy few months for trade shows and we’ve been out in force at BLE, Autumn Fair, Kind + Jugend and TES SEN Show, seeing exciting plans and launches for Q4 and into 2020. We’re looking forward to working with new and existing clients to support you during that time.


A warm welcome


The Fundamentally Team further expanded in Q3 as industry veteran Tracey Devine-Tyley joined as head of sales and marketing. Welcome Tracey.


In demand


Amanda has barely been seen at FCHQ as she’s been off delivering seminars and speeches, joining discussions and making media appearances on a weekly basis. Highlights of her busy schedule have included

  • A round-table discussion about the importance of play in active healthy lifestyles at the European Parliament in Brussels, hosted by Toy Industries Europe as part of the European Week of Sport
  • Acting as mentor and speaker at the Women in Toys Empowerment Day in Dallas
  • A keynote on the Balancing Play model at The Great Kids Summit 2019 in Cologne, hosted by Super RTL and HMR International
  • Joining a panel session to discuss the State of Play at the Mojo Nation Toy and Game Design Conference
  • Hosting a webinar for Women in Toys about the Balancing Play model


Team Pudsey


Amanda and Anna have been working with BBC Children in Need and Asda to produce a report on the state of play in the UK. The report highlighted a worrying decline in active child-led play – especially for those from low-income families or with additional needs.

To give youngsters across the UK equal opportunities to play, BBC Children in Need and Asda have pledged to fund projects to support over 20,000 disadvantaged children. Find out more at


Good preschool toys

We have recently partnered with, who now host a Good Toy Guide page on their site — all new preschool products going into the Guide will be uploaded to this hub on a monthly basis.


Festival Goers

The Good Toy Zone visited key family festivals over the summer, including The 3Foot People Festival, The Great British Food Festival and CarFest South. We introduced our clients’ Good Toys to thousands of children and families and had an overwhelmingly positive reception.


Homeschool Hub launch

Responding to the growing need of parents to find Good products to use in home education, we have recently launched the Homeschool Hub to our consumer site. The hub features products useful for homeschooling as well as expert articles and resources. If you’d like to discuss including your product in the Hub, do get in touch with the team.

The exciting projects continue for Q4 and beyond and we look forward to seeing all of the Christmas Good Toys hitting the shelves.




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