Fundamentally Children rebrands as Dr Gummer’s Good Play Guide

New identity focuses on founder and MD Dr Amanda Gummer to drive international growth and further expansion into US market

Written by Rhys Thomas

Posted 06.01.2020 | Business

Fundamentally Children rebrands as Dr Gummer’s Good Play Guide thumbnail

Another new year makeover has seen Fundamentally Children unveil its rebranding to Dr Gummer’s Good Play Guide.

The new branding aims to highlight founder and MD Amanda Gummer’s leadership of the project and her expert input in the organisation’s long-term goals.

Dr Amanda Gummer has been working in the US for several years, where her profile is growing rapidly. This, coupled with her established status as the go-to expert in toys, play and child development in the UK, means highlighting her involvement has become key to international consumers and trade fully understanding the breadth of expertise and services provided by the organisation.

Dr Gummer’s Good Play Guide retains the same three pillars: child development expertise, guiding companies to understand children and play through research, training and consultancy; quality assurance via independent reviews of children’s products and services; and brand support and experiential marketing to communicate developmental benefits of products and services to their target audience.
Amanda says: “We wanted to make sure the brand fully embodies and clearly communicates our values and work so we’re delighted to announce the new name and branding as we move into the next exciting phase of growth.”

The US team will be at CES in Vegas this week and, for the third year, Amanda is a judge for the KAPi awards, as well as moderating a panel on raising digital savvy kids, with other key figures in the toy industry. Dr Gummer’s Good Play Guide will then head to New York Toy Fair in February and the team is looking forward to the further development of relationships with US-based toy companies there.

The key team members in the US operation include Frances Cain - International Business Development, Nikki Jeffery - US Sales and Marketin, and Morgan Russo - Child Development and Education Specialist.

The newly rebranded business will continue to produce it’s renowned Good Toy Guide and Good App Guide for consumers and the expansion of the business into the US will make the endorsement even more valuable for companies who pass the independent accreditation.



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