Please note: this profile is now part of an archived conference and information may be outdated.
Founder and CEO
Amanda is the founder and CEO of Fundamentally Children, home of the Good Toy Guide and Good App Guide. With over 20 years of experience promoting positive childhoods through play, Amanda is widely considered to be the ‘go-to’ expert on play, toys and child development – she has literally written the book Play (published May 2015). Amanda shares her knowledge and expertise with a wide range of audiences, from Parliamentary Working Groups, to blue chip firms, global brands and consumers. Amanda is regularly called upon by the media as a spokesperson on children’s issues and uses her public profile to raise awareness of the importance of giving children a healthy play diet.
Children’s play patterns have always involved a mash-up of brands. Toycos such as Lego are also brilliant at layering brands, with their top-selling products supporting other brands. The movie Toy Story pivots around this play pattern and The Lego Movie reflects this play pattern with external brands mixed with its own. However,…