How FUNdamentally Children
works with Toy Companies

There are a huge number of toy companies in the UK, ranging from start-ups and one-man-bands, right through to multinational companies.

At Fundamentally Children, we are fortunate enough to class most levels of firms as clients and we have a wide range of services which can support and help them.

We love working with toy companies from the concept of products, as we did with the BBC with an immersion session in child development and play to support their future licensing decisionsWow! Stuff on a consultancy project to support the sales strategy for an innovative new product range, and with Story House Egmont on their content and covermount strategy right up to marketing support across a number of different strategies, such as experiential marketing for brands in our Play Cafe, and support for the education market for Morphun.

It’s a real privilege for us to be able to help toy manufacturers to create the best products possible for children, and to then help them to reach parents and families and demonstrate the benefits of their products.


We have a menu of services that can help, support and guide toy companies at every stage of development:

Providing an expert eye

Our consultancy services can provide expertise throughout your product development. Whether you need input on ages and stages of child development, help with communicating USPs to parents, or even a full range evaluation, we can help.

Evaluation & Accreditation

We can evaluate and endorse toys, offering a comprehensive report, scores in key categories and, if the criteria is met, a place in the Good Toy Guide itself. This, in turn, provides the use of the sought-after stamp of approval. We are also happy 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.

Getting it right early on

At concept stage, we can test ideas with your target audience, and we recommend repeating that process at prototype and final product stages too, to allow you to put right any problems that may arise in usability and appeal. We can help your team 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 also offer competitor research to ensure you have a truly original and unique product with a clear route to market.

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.

In the Media

If you’re putting together a PR campaign and require an independent expert voice to support your story, our team can provide comments and quote to help add credibility. Once your story has been sent to the press, we will be on hand to offer radio, TV and press interviews on your behalf, taking the stress out of your PR. We can also support you be dealing with media requests in response to negative news with crisis management.

Supporting Your Team

If you need to help your team 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.

This is just a selection of the services we offer to support toy manufacturers and distributors. Why not get in touch to discuss your upcoming launches and new product development to find out what we can provide to ensure your best chance of success? We can develop a bespoke plan to help you get the most out of your new lines and marketing.

To find out how our research, consultancy, and training services can help you develop quality toys with great play value, get in touch with the team today.