About Us

We are a team of professionals, dedicated to promoting the value of play in healthy childhoods. We have a wide range of skills and work in an innovative, family-friendly way to ensure everyone feels valued and respected and we take pride in our unique range of services which we believe are second to none.



Helping to make the world more playful.


To be the leading source of expert, independent advice on play and child development.


Dr Gummer’s Good Play Guide is an organisation dedicated to helping children develop skills through play. We provide independent expert advice on a range of topics including play, toys, apps, children’s tech, e-safety, child development, special needs and other parenting issues.

We are to the home of the Good Toy Guide and Good App Guide as well as a raft of other useful advice for parents, carers and childcare professionals.



Meet the team


Dr Amanda Gummer

Founder of Fundamentally Children

Amanda has over 20 years experience working with children and families. Widely considered as THE go to expert on play, toys and child development, Amanda combines her theoretical knowledge with a refreshingly pragmatic approach to family life, that resonates both with parents and professionals.Amanda is regularly in the media, and continues to take an active role in research, presenting a paper at the International Toy Research Association’s World Congress in Portugal in July 2014.Fundamentally Children is the bringing together of Amanda’s research consultancy, FUNdamentals, her parenting support, based on the Parent-Centred Parenting Model of family life and the Good Toy Guide website alongside the all new Good App Guide.


Morwenna Ellis

Head of Research

Morwenna joined the team in April 2018 as the Head of Research and has over 15 years experience, spanning both qualitative and quantitative research across a wide range of categories. Having worked both agency and client-side, her knowledge covers many research practices including Product Testing.





Kerstie Mehmel

Review Co-ordinator

Kerstie ensures that all products submitted for evaluation are dealt with effectively, liaising with clients during the testing process. She manages our database of testers, both play centres and parents, collating their review data to add product reviews to the website. Kerstie’s calm, empathetic approach enables her to really understand what people need and ensure they are giving the best service.





Anna Taylor


Anna is a BSc Psychology graduate with over two years experience in the toy industry. She puts this expertise to good use, providing consumer insight through user testing and desk research for toys, apps and other children’s products. Anna’s knowledge of child development and learning through play is invaluable when planning and writing parenting articles.


Oomar Mauthoor 

Digital Content Editor

Oomar’s passion for all things tech and digital enables him to effectively manage the company’s websites and all the content produced for it by ensuring it is optimised and distributed appropriately through the correct channels.


Lauren Archer










Marketing & Event Executive

Lauren joined Fundamentally Children in 2017 to assist with the rapidly growing number of client accounts to manage, but quickly adapted to also take on the role of Executive Assistant to CEO Dr Amanda Gummer. Her organisational and project management skills ensure each piece of work is delivered to the client effectively, and everyone is where they need to be on time!



Katie Roberts-Mason

Marketing Executive

Katie has over 12 years experience in communications with roles in PR and marketing. She understands the importance of the right communication for companies and their brands, both with consumers and industry.
Spending four years as deputy editor on trade publications Toy News and Licensing.biz started Katie’s work in children’s industries and she went on to work as an in-house marketing manager for a global toy manufacturer, further strengthening her knowledge and relationships within the industry.
Katie works across our consumer and trade marketing, taking on social media, copywriting, advertising, events and much more.



How our Toys, Apps & Children's Products are reviewed

Our toys and apps are tested by our accredited play club partners. Each product is tested by children on at least 4 separate occasions. The children play with the toys and apps in natural settings, observed by professionals who have been trained to carry out research with children in a robust, and ethically responsible way to give valuable feedback that can be trusted.

Our experts in child development and children’s technology also review the products (only in the enhanced review option) and provide additional feedback on developmental issues, marketing, product development and user experience.

For details on our App Testing Process and how we rate apps: click here

For details on our Toy Testing Process and how we rate toys: click here

For details on our Children’s Product Testing Process and how we rate toys: click here

Become an accredited Play Club Partner

Our Play Club partners are the life-blood of Fundamentally Children

We are thrilled to link with some excellent childcare providers who run the play clubs where we test toys and provide the product reviews.

Fusion Childcare Services  Fusion Childcare Services, Harpenden, Herts

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Yellow Star Day Nursery  

Yellow Star, Wheathampstead, Herts

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  4Kidz Childcare, Knebworth, Stevenage, Herts

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Mount Carmel Kindergarten  Mount Carmel Kindergarten, St Albans, Herts
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Sauncey Wood Primary School  Sauncey Wood Primary School, Harpenden, Herts
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Lynmore Nursery, Harpenden, Herts

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 Jousters Childcare, St Albans, Welwyn Garden City, Harpenden & Hoddesdon


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   Strathmore Preschool, Hitchin, Herts

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   Secret Garden Play Area & Café, Hitchin, Herts

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Play club partners share our ethos and prioritise play within their settings.  They do not receive payment for their input, but toys that they test are normally donated to the centres.

We are also developing a training programme to help children’s centres, toy libraries and other organisations working with children enhance their understanding of the role of play in child development.  This includes how to observe and record childrens play behaviour and a range of other skills that will enable them to set up and run community play clubs on behalf of Fundamentally Children.

Our Associates

We are also proud to work alongside a range of experts in their field to support our clients in reaching their goals.

Our collaboration provides our clients with a wider range of expertise to draw upon, resulting in cohesive solutions with the reassurance that the backing of Fundamentally Children provides.

Meet our Associates

Privacy Policy

Privacy Policy

Using your information

The intention of this policy notice is to inform you of what to expect when Fundamentally Children collects personal information. It applies to the information we collect about:

– Visitors to our website
– Any complaints in relation to data protection or      freedom of information
– People who use our services
– Current and former employees as well as job applicants

Our Website Visitors

We collect standard internet log information and details of visitor behaviour patterns whenever someone visits the website. We do this to determine things such as how much time you spend on the site and each of the pages you visit. We cannot identify anyone by collecting this information and we will not try to find out the identities of those visiting our website. If we do intent to collect any personally identifying information from our site, we will be upfront about this and inform you of our intentions.

Fundamentally Children use of Cookies

Cookies are small text files used to help websites work more efficiently. They provide information to the owners of the site as long as you give permission for these files to be places on your hard drive.

Links to other websites

Our website may contain links to other websites, please note that once you have left our site and clicked on these links, we cannot be held responsible for the protection and privacy of any information which you provide whilst on these sites.


If we receive a complaint we will create a file containing all the complaint details. This normally includes the identity of the person who has complained and any other individuals involved in the complaint. We will only use this personal information to process the complaint. All personal information is contained in complaint files in accordance with our retention policy. Information is retained for four years from closure and it will be retained in a secure environment with restricted access. When a complaint is made, we usually have to disclose the complainant’s identity to whoever the complaint is about. We will try to respect the privacy of the person who makes the complaint, but it may not be possible to handle a complaint on an anonymous basis.
If we decide to take enforcement action against someone, we may publish the defendant’s identity in our Annual Report or elsewhere. Unless details have already been made public, we do not usually identify any complainants.

Personal Information

We will not sell, distribute or lease your personal information to any third parties unless we are required to do so by law or if we have your permission. We use your personal information so that we can personalise our service towards you and so that we can contact you.

For people looking to apply to work at Fundamentally Children, we will only use the information given to process their job application and we may use it to monitor recruitment statistics.

Privacy Notice Changes

Our privacy notice is kept under regular review. It was last updated on 15th Aug 2012.