Fundamentally Children launches the Good Toy Zone

Fundamentally Children, the UK’s leading source of expert, independent advice on play and child development, will be launching the Good Toy Zone in popular London location, Under 1 Roof Kids.

The new venture will allow children to get hands on with toys tested and approved by the experts at the Good Toy Guide. While focusing on the play experience it will also include eCommerce purchase points to allow parents to purchase products via the Good Toy Zone e-portal.

As the initiative uses toy zones rather than a traditional retail outlet, each toy zone will have its own eCommerce page which can link to local retailers, preferred online outlets or a company’s own website.

“Our team have been well aware of the power of experiential marketing and have been demonstrating toys in stores and at events for the last five years,” said Dr Amanda Gummer, founder and ceo of Fundamentally Children. “We have seen the demand for this rise and have witnessed first-hand the power of having children and parents playing with products.”

“Toy shops are recognising the need to provide experiences rather than just products on shelves,” Amanda continued. “The demise of Toys R Us provides the industry with an opportunity to do a bit of naval gazing and address some of the issues that it faces.”

Fundamentally Children will be looking to open further Good Toy Zones across the country, in toy and department stores as well as leisure centres, theme parks, garden centres and shopping malls.

“The age of the experimental toy zone is well and truly on its way and everyone, especially the children, will benefit,” added Amanda.

Companies wishing to submit products for evaluation can find out more here.

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