Toy Companies and Inventors

We love to work with companies of all sizes whether you have an exciting idea and need support on how to get your idea off the ground or perhaps you already have a range of products available and are seeking a Good Toy endorsement to accompany your products. We are here to help support your ideas and business by delivering a unique and personable experience that will allow us to get a better idea of what your goals are how we can help you achieve them.


What we have to offer



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

Evaluation and Accreditation

We can evaluate and endorse all toys, offering a comprehensive report, scores in key categories and, if the criteria is met, a place in the Good Toy Guide, and the use of the sought-after stamp of approval. We are also able to carry out testing on prototypes and first issues to help iron out any teething problems and allow you to launch with an extra bang.


We have a range of consumer events that toy companies approved by the Good Toy Guide can get involved with. Firms can include their products on the Fundamentally Children stand for families to play with and learn about in a fun, relaxed environment, with the extra endorsement of the FC team.

Pre-production Services

At concept stage, we can test your ideas with your target audience, and we recommend repeating that process at prototype stages and final product stage too, to allow you to iron out any issues that may arise in usability and appeal. We can help your team to better understand their consumer with targeted child development training, making sure they know how best to entice, entertain and ultimately design your lines for success. We can also offer competitor research to ensure you have a truly original and unique product with a clear route to market.

User Research

Research at any stage of development, or as part of a range evaluation can be carried out with key consumers, either on a quantitative or qualitative basis. We can also user test your marketing campaigns, or look into recent issues or trends. Above all, we will provide comprehensive, targeted results

Expert Editorials

We can include your products in gift guides, features which discuss your relevant toy category, or as part of a larger issue piece, whereby we are giving advice on how to balance the play diet or help children to learn certain life skills, etc

Expert Media Spokesperson

If you are putting together a PR campaign and need an independent voice to support your story, our experts can offer comments and quotes to help add credibility. Once your story has been sent to the press, we can be on hand to offer radio, TV and press interviews on your behalf. We can also support you by dealing with media requests in response to negative news with crisis management


If you need to help your team to better understand the ages and stages of child development in order to develop better products, which suit your target audience, we can provide a seminar to help. Equally, an understanding of how and why children play, and what they learn through that process can help with product development, marketing, and ultimately, selling your lines.



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