Zone will enable children to get hands on with toys tested and approved by the experts at the Good Toy Guide.

The new venture, located at the popular London venue Under 1 Roof Kids, will focus on the play experience but will also include eCommerce purchase points to allow parents who see their children enjoying a particular product to purchase it conveniently via the Good Toy Zone e-portal.

The flexibility of having a toy zone rather than a traditional retail outlet is key, as each toy zone will have its own eCommerce page which can link to local retailers, preferred online outlets or a company’s own website.

Fundamentally Children believes that this demonstrates the perfect model of how eCommerce and bricks and mortar can work together, rather than in competition.

Dr Amanda Gummer, founder and CEO of Fundamentally Children, commented: “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. We have seen the demand for this rise and have witnessed first-hand the power of having children and parents playing with products.”

The Good Toy Guide will not only raise the profile of the brands involved through this hands-on approach, but also improve the credibility of the products with the company’s independent expert endorsement and the insight opportunities on offer.

Fundamentally Children will be providing opportunities to open Good Toy Zones across the country, not only in toy or department stores, but in leisure centres, theme parks, garden centres, and shopping malls.

Involvement with the Good Toy Zone will only be available for products that have passed the independent evaluation and are included in the Good Toy Guide.

Companies wishing to submit products for evaluation can find out more here or email kerstie.mehmel@fundamentallychildren.com

Toy shops, department stores, and any venue interested in hosting a Good Toy Zone should email Lauren – l.archer@fundamentallychildren.com for more information.