Gifts Today magazine

Fundamentally Children launches Endorsement scheme

Two top toy companies first to sign up to new Good Toy Guide programme

Fiesta Crafts and Tomy are the first companies to commit to sign up to Fundamentally Children’s new Good Toy Guide Endorsed Company Scheme.

The two companies have pledged to produce Good Toys across all their ranges. By signing up to have at least 80% of their product ranges evaluated by the independent testers at the Good Toy Guide, Fundamentally Children says these companies are demonstrating their commitment to the children they serve and showing that robust product development processes are good for business.

Dr Amanda Gummer, founder and CEO of Fundamentally Children explained: 'The Good Toy Guide was established to give parents free advice on toys and play that they can trust. It is also valuable to the industry; giving toy companies reliable consumer insight into their products as well as a trusted stamp of approval for those products that meet the criteria. Using the increasingly well-recognised Good Toy Guide stamp of approval supports builds trust and consumer confidence in the brand. As the Guide celebrates its fifth anniversary, we’re delighted to be able to formally recognise companies who consistently produce Good Toys.'

Companies on the scheme commit to submitting products to the guide and, when 80% of their range is accredited, they will achieve Good Toy Guide Endorsed Company Status. By embedding the Good Toy Guide evaluation at the prototype stage, across their product ranges, these companies are able to benefit from discounted testing and additional brand support across the Fundamentally Children consumer and industry facing social media platforms. Additional benefits for successfully evaluated products include discounts at experiential marketing events such as the recent Three Foot Festival in Chelmsford, and first refusal on other initiatives such as the Good Toy Guide commercial.

Rob Trup, Brand and Marketing Manager of Fiesta Crafts Ltd said: 'We are delighted to have been the first company to sign up to the Good Toy Guide Endorsed Company initiative. It is a brilliant programme that gives objective, honest and expert assessments of toys both by professionals and most importantly, by children themselves. It is the independent accreditation that parents, teachers and others are desperately seeking. The Good Toy Guide ethos fits perfectly with our company values of creating beautiful toys packed with developmental and educational benefits. We are very much looking forward to being part of the exciting plans Amanda and team have for the future.'

Companies who believe that at least 80 per cent of their product range would meet the criteria for inclusion in the Good Toy Guide are welcome to get in touch with the team on to discuss the scheme.

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