Fundamentally Children is run by a team of experts in child development, play and parenting. Founded by Dr Amanda Gummer, widely known as THE go to expert on child development and play, the company boasts a wealth of experience across a wide range of industries and family settings.

Our team is our greatest asset and we can join with your company on a consultancy basis to support you with a range of different projects. We are able to provide you with the extra expertise and knowledge you need to create a winning campaign, product, or range, no matter how big or small.


What we have to offer


Toy Companies & Inventors

Consultancy during product development on ages and stages of development, play patterns, benefits of play and competitors. Evaluation of current ranges.

App Companies

Consultancy during product development on ages and stages of development, play patterns, benefits of play and competitors.

PR & Creative Agencies

Consultancy on child development milestones. Reviewing PR and ad campaign scripts for accuracy and accessibility. Support with filming and offering advice on engaging children in playful activities to capture the best footage. Providing expert comment for campaigns.

Brand Managers

Why not sign up for our Good Toy or App Guide Endorsed Company Scheme, and benefit from having a full range of products approved, giving your brand the recognition it deserves?


We can work with you on prototype products, or final articles to add an expert accreditation to your fledgeling brand, helping to gain visibility with buyers, toy manufacturers and consumers alike.


We can offer consultancy on any aspect of child development or parenting for companies who have families and children as part of their audience and need advice on the best way to communicate, market, or present to them.


Examples of our Work

Danone – Dr Gummer worked with MEC Wavemaker to provide consultancy on the script and child development milestones, as well as being on the set to facilitate natural, engaging filming. 

Mookie – When Mookie was developing Pebli, they asked for our input to ensure the interaction between the screen and offline play added real play value and increased opportunities for development.

Sussed – Games To Get approached us at London Toy Fair, looking to gain support with developing and endorsing their Sussed? card game and advice on promoting and retailing their product.  

McDonald’s Happy Studio – McDonalds partners R/GA brought Fundamentally Children (as well as the fabulous developers at Preloaded) to provide expertise on child development, play and children’s apps. 


What our clients think

“The team at Fundamentally Children have played an invaluable part in the creation of the new Happy Studio. They have impressed us and our client throughout, often working to extremely tight timescales. Their involvement remains a key part of the ongoing project. They are a pleasure to work with and we have already recommended them for other projects within R/GA.”

“Not only does Dr Gummer understand the market really well, she is extremely creative and full of ideas about how to improve products ensuring they are appropriate for their audience. Her obvious strength is her knowledge of child development but she is also adept at understanding commercial aspects…. we wouldn’t hesitate to recommend her.”

“Dr Gummer was employed by the V & A Museum of Childhood as a consultant child psychologist to find out if the Museum’s displays are effectively communicating their intended learning outputs to visiting audiences and to explore ways of engaging visitors more meaningfully to enhance the value placed on the visit by visitors. It was a pleasure working with Dr Gummer, who was professional and knowledgeable, as well as personable…I would happily recommend Amanda and Fundamentally Children.”


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