Nursery Today magazine

Fundamentally good toys

Christmas Good Toy Guide 2019 launched by Fundamentally Children

The second annual Guide landed in the homes of The Sunday Times readers last weekend to kick off a bigger than ever Christmas campaign from the company. 65,000 printed copies of the Christmas Good Toy Guide are set to be distributed across the UK over the coming weeks, via three channels – The Sunday Times, NCT, Good Toy Guide testing network and a trade publication. This year’s distribution shows a whopping 1300 per cent increase on the 5,000 distributed in 2018. Combined with the digital Guide and online activity, the campaign is set to reach over 1.6 million people.

The Christmas Good Toy Guide is available as a digital edition, hosted on a standalone, purpose built site – www.ChristmasGoodToyGuide.com. Good Toys from clients such as Geomag, Epoch, VTech, Asmodee, Kids@Play, Learning Resources and Hornby Hobbies are included in the gift recommendations, which are broken down by age categories. 

Expert advice for parents from the Fundamentally Children team features throughout the Guide, including articles on Balancing Play, finding calm at Christmas, and the four-gift rule. The publication is also peppered with handy hints and tips for families. An influencer campaign will run alongside the Guide, promoting the Guide to their parent and family following. 

Further promoting and supporting the Guide, a video series with Dr. Amanda Gummer will provide advice on choosing toys for each of the age groups outlined, highlighting the Good Toys included and their benefits. 

The company’s infamous annual Mega Christmas Giveaway will also make its guest appearance in this year’s Christmas campaign, alongside a range of other social media content to provide advice and expertise to families over the Christmas period.
Amanda Gummer, MD and owner, Fundamentally Children, comments: “Following a phenomenal response to the inaugural Christmas Good Toy Guide last year, it was a no brainer for us to make it into an annual publication. This year, the distribution has been ramped up and the Guide is bigger and better with more Good Toys, great companies, and helpful advice.

“We’re delighted to be able to put tried and tested products in front of parents and gift givers, to help them to choose truly Good Toys for their children this Christmas.”


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