Expert team of
professionals

We are an expert team of professionals, who are proud of their deep understanding of children, and passionate about the importance of play in healthy childhoods. We go above and beyond to champion great children’s products using our wide range of skills to make a difference. Whether that is to shout about products in the media, design user testing to help you turn good ideas into great products or share our knowledge and passion with our audience.

Dr
Amanda
Gummer

The Good Toy Guide was founded by child development expert Dr Amanda Gummer in 2012. 

Created to provide an independent, expert accreditation service for children’s products, The Guide provides a trusted resource for parents and gift-givers to find truly Good Toys. Amanda has a PhD in Neuropsychology, the Postgraduate Certificate in Higher Education and over 20 years’ experience working with children and families.

 Having worked in children’s industries for many years, Amanda is now widely considered as the UK’s go-to expert on play, toys and child development. She can regularly be seen in the media, including BBC News, Sky News, The Daily Mail and many more, offering advice on news stories and issues surrounding children, families and child development. 

Home of the Good Toy Guide and Good App Guide, Dr Gummer’s Good Play Guide is an independent, expert organisation, dedicated to ensuring every child can develop the skills they need to thrive during a happy healthy childhood. 

The team’s mission is to help make the world a more playful place. If you would like Dr Amanda Gummer’s support on your next campaign, project or article, please do not hesitate to get in touch: theteam@goodplayguide.com

Values that lead us

01

Think big

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02

Follow the data

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03

Partners, not clients

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04

Always be learning

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Meet our Team

Nikki Jeffery

HEAD OF MARKETING

Georgina Lilley

head of operations,
Executive to the ceo

Frances Cain

head of international

Nicola Jenkins

HEAD OF BUSINESS DEVELOPMENT

Kerstie Mehmel

OFFICE MANAGER/
REVIEW CO-ORDINATOR

Anna Taylor

SENIOR RESEARCHER

Oomar Mauthoor

DIGITAL EDITOR

Rebecca Alfandary

BUSINESS DEVELOPMENT

Morwenna Ellis

Research assistant

Aaisha Rahim

Digital Marketing apprentice

Skye Woodward

Sales and account management

Gemma Wellard

RESEARCH ASSISTANT

Kayleigh Kerr

ADMINISTRATOR

Nikita Chan

SALES AND RESEARCH ASSISTANT

Allisha Cairns

Apprentice

see our previous projects…

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Let’s Work Together

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