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An evidence-based framework to support the marketing of STEAM toys
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Our Process

The
problem

The Toy Association™, a leading trade association for the North American toy industry, aimed to support its members in developing and marketing Science, Technology, Engineering, Arts, and Mathematics (STEAM) toys. They sought to provide valuable resources, guidance, and best practices to help toy manufacturers and designers create innovative STEAM products. This initiative was focused on enhancing the quality and market appeal of STEAM toys, fostering educational value, and ensuring that these products effectively engage children while meeting industry standards. By supporting their members, The Toy Association™ aimed to drive growth in the STEAM toy sector and advance educational play.

The
Solution

We developed a comprehensive framework for assessing STEAM toys, breaking down key skills by age and subject area. The framework was highly popular with members of The Toy Association, who saw its value in highlighting the educational benefits of their toys. Due to this success, the Association requested an accreditation seal for products that met the framework’s criteria. We were then approached to run the accreditation programme, which we now manage alongside our established Good Play Guide accreditation, supporting the recognition of quality STEAM toys in the market.

The
Result

The framework we developed served as the foundation for creating an official STEAM accreditation scheme. This accreditation programme is designed to evaluate and certify toys based on their alignment with STEAM educational standards. We are now collaborating with the client to conduct independent reviews under this scheme, ensuring a rigorous and unbiased assessment process. This partnership allows us to provide credible, third-party evaluations, reinforcing the quality and educational value of STEAM toys. By leveraging our expertise, we help the client maintain high standards and support manufacturers in showcasing their products’ educational benefits effectively.
The framework developed by the Good Play Guide team was so thorough and popular with members that we went back to Amanda and the team at Good Play Guide to turn it into an accreditation program. The whole process has enabled the Toy Association to better support its members and raise the profile of this important toy category. We couldn't have done it without the expertise of the Good Play Guide.
Anna Yudina
Senior Director of Marketing Initiatives, Toy Association

Get in touch with our Project Lead today and find out how we can help you!

Dr Amanda Gummer

CEO / Lead Researcher

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Email
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Project Lead

Dr Amanda Gummer

Email Address

amanda@goodplayguide.com

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Marketing

We offer marketing services, leveraging expert evaluations to boost product appeal and visibility.

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Consultancy

We provide consultancy services and insights to improve product design and engagement.

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Accreditation

Expert and child evaluations in reviews make your products stand out, essential for any marketing plan.

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Research

We offer expert research services using child development specialists and real children.

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