is a research consultancy specialising in play and parenting.
We work with a wide range of organisations helping to promote positive child development through research and product evaluation. We also run workshops and seminars on child development based around the Parent-Centred Parenting model developed by Dr. Amanda Gummer.

For more information on what we do, please visit www.fundamentalsuk.com

Or use the feedback form to ask us any questions you have.

How this site works


This site is brought to you free as part of FUNdamentals CSR policy.
We want parents and anyone else buying gifts for children to get unbiased advice to help navigate the mountains of toys, games, activities etc. that are on the market. Our gift recommendations have all been evaluated by Dr. Amanda Gummer and the team at FUNdamentals and represent what we think are good products and services that children will engage with positively and really enjoy.

Toy companies are free to send us samples of products for us to look at, and we actively seek out products that catch our eye at the toy fair or in shops, or just when we’re out and about. Any products that get sent to us are donated to local children’s charities after we’ve finished having a look a them so everyone benefits.

Visit our main website for more information on the services we offer - Download our brochure to see how FUNdamentals can help you develop great products
It is important to us that you get to use most of this site for free, and we want to be transparent about the way that works.
We earn a small commission from the online retailers if you click through to their site from here which goes towards the costs of hosting the site, but there is never any obligation to buy through the affiliate scheme and most products are available in local toy shops.