Brand Plan: Fundamentally Children mark their place in the licensing space

Ahead of Brand Licensing Expo, we sat down with Amanda Gummer of Fundamentally Children to find out their plans for the show and how they aim to help brands achieve their best potential.
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How can fundamentally children help licensed brands?

Amanda Gummer: By helping them understand children better and how children engage with their brands so they can maximise revenues from licensing deals by making sure product development is relevant and engaging for the target audience. We also support licensees with product development through user testing and consultancy.

Our recently launched Licensing Framework has been developed to meet the needs of both licensors and licensees and provides a simple, three-stage process to help take the guesswork out of licensing children’s brands.

What have been some of your most successful campaigns to date?

Gummer: We’ve been working with McDonald's on their Happy Studio app - we’re entering our 4th year of working alongside their creative agency and app developers to ensure the play experience is developmentally beneficial, accessible and fun.

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We can help companies understand children better and how children engage with their brands so they can maximise revenues from licensing deals

Amanda Gummer, MD and Founder of Fundamentally Children

What are some of the most common mistakes made by children’s brands?

Gummer: Putting all their time and resources into quick turn-around product development without doing their research first.

What campaigns are you looking forward to?

Gummer: We have a couple of really juicy projects in the pipeline but can’t say too much just yet!

What will you be bringing to BLE?

Gummer: As co-chair of the UK chapter of WIT, I’m hoping to facilitate some networking opportunities at the WIT drinks on Wednesday up in the Brand and Lifestyle bar from 4 pm and I’m always happy to help newbies to the industry find their feet. 


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