Meet Our Associates
We are proud to work with a range of experts in their field to support our clients in reaching their goals.
Note: Our clients for this project, R/GA, who we worked closely with throughout the entirety of the project are also the creative agency for McDonalds
Role: Director and Founder at Studio INTO
Bio: Studio INTO is a global innovation consultancy. I specialise in user research, decoding and synthesising cultural insights and turning them into strategic outcomes. Over the last 13 years I have managed projects across the globe with clients such as Dorel- Maxi Cosi, Nokia, Boots and McDonalds.
Other Specialisms: PR, Design & Licensing, Parenting & Education, Media Production & Digital
Role: Independent Consultant - Retail and Brand Development
Bio: Ruth integrates Consumer and Shopper Research with Strategic Consulting and Marketing Services, combining the technical expertise of a research specialist with the practical know-how of a highly experienced commercial consumer and shopper marketer.
Other Specialisms: PR, Design & Licensing, Retail, Sourcing & Manufacturing, Media Production & Digital
Notable Projects: View Full Steam Case Studies
Role: Director at Divergent Insight & Strategy and Insight Advisor for SuperAwesome
Bio: Passionate independent consultant specialising in Gen alpha, Gen z and parents. A leading expert in kids marketing and insight for over 20 years, Sam is as passionate about understanding kids, teens and their parents as she is about connecting brands with this complex demographic.
Role: Children's App, Tech and UX Expert
Bio: Lucy has been conducting user research for over a decade. She spent 2.5 years creating the Good App Guide and helping to form Fundamentally Children. She now works as a freelancer focusing on user testing projects related to Children's apps and EdTech.
Notable Projects: Lucy has led a range of projects whilst at Fundamentally Children including Happy Studio, Tiggly and Scary Beasties.
Role: Design Consultant/Senior Lecturer
Bio: Researcher and Design Manager at Vicki Thomas Associates a specialist design consultancy and Senior Lecture at University of Northampton reaching Contextual studies to designers and researching the creative benefits of play
Other Specialisms: PR, Design & Licensing
Notable Projects: This link showcases the work I have done with undergraduates at the University of Northampton. I have organised three linked exhibitions about the creative benefits of play and the Northamptonshire toy industry. I will post a video on line and add link here. The work is about to published in a book about play and culture and an article published the Toy Box presented at a Toy Conference. The links below show some of our play related design work.
Role: Founder and CEO of Karisma Kidz
Bio: I am the creator of digital resources covering emotional and social learning, digital regulation, and digital parenting. I'm also Sky News’ child confidence expert. I am passionate about ensuring every child has an equal opportunity for success.
Other Specialisms: Media Production & Digital.
Notable Projects: In 2012, Erika founded Karisma Kidz to deliver emotional learning to young children through play and provide feedback to the whole family, teaching children that real superheroes interact positively with others. The brand is loved by parents and children, is preloaded to around 5 million devices, and championed by the Sunday Times as the next big thing to shake up the children's entertainment industry.
Role: Education Consultant
Notable Projects: As a consultant to a local authority I planned and delivered the CPD program for Primary Computing across 34 Primary Schools and 6 Special Schools. The role involved writing and delivering training programs for teachers including support materials for use in schools, modelling lessons and supporting the schools' curriculum leads. The role involved the management of a Borough Wide Virtual Learning Environment enabling teachers across the authority to share good practice and have access to a range of resources.
Role: Children’s Media Specialist
Bio: Over 25 years experience in Children’s Broadcasting. Script Editor, Clangers & Consultant - numerous development & broadcast projects. Vice Chair, Young Audiences Content Fund. Controller, CBeebies (2010-2018) commissioned all content across all platforms. Awarded BAFTA Children’s Channel 5 times.
As Script Editor on Clangers series 3, I worked with the Series Producer, Writing Team and Animation Directors to craft 26 engaging narratives from story outline to broadcast script, including a special episode celebrating the 50th Anniversary of the Moon Landing. I was responsible for delivering age appropriate content to delight the pre-school audience, editorial compliance, maintaining a positive relationship with CBeebies and attending voice records with Sir Michael Palin. A joyful project from beginning to end.
Role: Children's Digital Media Consultant
Bio: Steph has over 18 years’ experience in children’s digital media: creating global digital strategies, setting up and leading teams, developing IP and overseeing production. Her love for creating products to delight children and are tailored to their abilities is evidenced in the projects she has led.
Currently a children’s digital media consultant working across a variety of start-ups and established companies, Steph previously headed up digital media at Acamar Films, leading digital strategy for Bing and launching several top performing products including apps and several language version YouTube channels.
Role: TV Development Executive and Founder of Little Critics
Bio: Terri is an experienced TV Executive with a strong track record of creating and developing successful, award winning children's projects. She is able to work with individuals or companies who want to develop their brand into a TV or digital proposition. She will work with them on all stages of development from creating an idea all the way to pitch stage. She can help with everything from character, storyline and format development to writing and producing pitch materials and series bibles.
Other Specialisms: Research & Consumer Insight
Notable Projects: Children's TV commissions include BAFTA and RTS award winning 'Old Jacks Boat' and pirate game show 'Swashbuckle' and RTS award winning 'Mr Bloom Here' and There and 'CBeebies Stargazing'.
Role: Owner of Bee Licensing
Bio: Trudi is the owner of Bee Licensing - a branding and licensing consultancy specialising in connecting brands who are new to the world of licensing and branding or who require guidance on how to get started or to work on their current portfolio to make it more commercial.
During Trudi's time at Cartamundi, she launched a new category of playing cards and travel games in to the market. This project required negotiating licensing deals, educating the internal teams on branding, brand management and category management - which was all new to the company. As project lead, Trudi was tasked to bring all the stakeholders (from CEO to sales teams and licensors and retailers) on board to this new way of working and new category. The result was increased retail space for Cartamundi and the launch of the continuously most profitable category in their consumer products portfolio.
Role: Principal at PerkIt.com
Bio: A product marketing consultant, Deb offers over twenty-five years experience building world-class brands and growing startups with product innovation, brand development and marketing.
Other Specialisms: Research & Consumer Insight and Retail, Sourcing & Manufacturing
Role: Designer/Creative Director - Kiddithinks
Bio: I am a designer and creative director with 30 years experience specializing in design for children and babies.
Other Specialisms: Research & Consumer Insight, Retail, Sourcing & Manufacturing, PR, Design & Licensing
Notable Projects: I designed an exclusive line of girl's clothing for BHS ( which was then taken up by Dunnes Stores ) called Princess Ella. I created the original characters, xs artwork, textiles and branding for nightwear and plush dolls and then designed stationery, bedding, decor and bags for phase 2. More examples can be seen at Kiddithinks.com
Bio: I'm a freelance illustrator with over 20 years experience. My main areas are children’s publishing, working with brands and giftware manufacturers.
I’m currently working on a picture about an adventurous young mouse, who sometimes doubts his abilities to do all the things he wants to do, but with a little encouragement and help he might achieve his dreams.
I also work on top-secret brand book series for major publishers! Shhhh.
Notable Projects: Working with the Brand Manager and designer Michelle Porte Davis I created multiple poses as sketches for the official Paddington Bear Illustrated style Catalogue - the catalogue is now used for clients to brand their products with official Paddington Bear designs.
How do we work with Our Associates?
We value our Associates and enjoy collaborating with them. Our collaboration provides our clients with a wider range of expertise to draw upon, resulting in cohesive solutions with the reassurance that the backing of Fundamentally Children provides. We also trust our Associates to work with clients by mutual referrals and, should our clients need services that we feel our Associates are best placed to deliver without our involvement, we will refer them on. Giving our clients the best service in the most cost-effective manner is our prime objective and we are delighted to have such a talented network of Associates to help us deliver this.
How do I become an Associate?
We are very careful about who we work with and usually only take on Associates with whom we've worked personally and can vouch for completely. It's important to us that our Associates are not only experts in their field, but that they share our belief in the value of childhood, the rights of the child to play and thrive and the importance of supporting parents with independent, trustworthy advice. They must have uncompromising integrity and professionalism and last, but not least, be people we enjoy working with - when we work with Associates on a project, they become part of our team and need to be willing to roll their sleeves up and get stuck in. If you're interested in joining our Associate network, please contact us below.