Fundamentally Children partners with US testing partner to bring the independent evaluation and accreditation scheme stateside.

US toy companies can now benefit from involvement with the Good Toy Guide, as the UK-based initiative launches in the States. Newly appointed business development manager in the US, Emily De Sousa is introducing the programme to new brands and companies. Emily has a wealth of experience in the toy retail sector, and therefore a strong understanding of consumer needs.

Illinois based Teach Team has been appointed to carry out the evaluation of toys, apps and children’s products in the US for the Good Toy Guide. The company is carrying out the same stringent accreditation methods and criteria as applied in the UK, bringing expert, independent reviews to US parents and families.

Marc Mercado, president of Teach Team, commented: “We’re excited to be working with Fundamentally Children to bring the Good Toy Guide to the US, and are enjoying putting products through their paces and seeing how children interact with all the toys.”

Each of the UK Good Toy Guide’s existing products which is available in the US has automatically been entered into the US guide.

Fundamentally Children is also working with American Specialty Toy Retailing Association (ASTRA) to support members, offering all finalists of the organisation’s Best New Toy Awards a free product evaluation for the Good Toy Guide.

Speaking about the expansion plans, founder and CEO of the Good Toy Guide and Fundamentally Children Dr Amanda Gummer, commented: “Expanding the Good Toy Guide into new territories is the logical next step for us. The brand is well established, trusted and respected by consumers and the industry alike in the UK, and is ready to bring its many benefits to US companies and families too.”