POP: Hi Amanda! Thanks so much for joining us. What’s your role and focus these days?
Thanks for having me! I wear a few hats, but I’m best known as the founder of Fundamentally Children and the Good Play Guide. I focus on helping families and brands navigate the world of play, tech and toys in a healthy and developmentally beneficial way. I love working with companies to create products that genuinely support children’s wellbeing.

POP: What would you say is your claim to fame in the industry?
Probably being the person who introduced the concept of a ‘Play Diet’ — a simple way to help parents understand the balance between different types of play, from outdoor rough-and-tumble to screen time. It really resonated with families and the industry because it’s grounded in research but easy to apply in real life.

POP: What’s your biggest achievement to date?
Professionally, I think it’s building a brand that is genuinely trusted by both parents and the industry. But personally, raising two fantastic daughters who are kind, creative, and completely their own people — I don’t think anything tops that.

POP: How did you get into the toy and game industry?
I was born into it! My dad worked for Palitoy and then Mattel, before setting himself up as a sales agent and I spent many of my teenage years demonstrating toys at shows, or drawing up in costume characters for events. I trained as a research psychologist and was working in child development and education when my girls were young. Then, through an opportunity that came via my dad, I started doing research into toys and play, and I quickly saw the impact that high-quality play experiences could have on children’s learning and mental health. That led me to work more closely with toy companies, helping them understand what truly benefits children and how to design for developmental outcomes.

POP: What’s the most rewarding part of your job?
Getting feedback from families who say, “Thank you — this helped my child.” Whether it’s a toy that supported a milestone or an article that reassured a worried parent, knowing you’ve made a difference in a child’s life is incredibly fulfilling, but I also get a real kick out of seeing a product or brand that we’ve worked on during development launch - especially if it has a Good Play Guide stamp on it!

POP: If you could go back 10 years, is this where you thought you’d be?
Not exactly!. I’ve ended up doing a lot more media work than I ever expected, and I’ve expanded outside of toys to a wider PLAY focus — and I love the variety.

POP: What advice would you give someone entering the industry today?
Stay curious. Listen to children. Play more! And don't underestimate the value of evidence — it doesn’t have to be dull or dry. When used well, research can give your product real credibility and purpose.

POP: What was your favourite toy growing up?
I loved Lego — I could build for hours. But I also had a soft spot for my Sindy dolls and spent loads of time creating elaborate stories for them!

POP: Where did you grow up?
In the middle of the UK — lots of green space and bike rides. I was lucky to have a very free-range childhood, which I now realise was the perfect foundation for my passion for play.

POP: Finish this sentence — I’m lucky that…
…I get to spend my working life doing something that genuinely matters, surrounded by passionate people who believe that play is powerful.

POP: What’s coming up for you next?
We’re about to launch the research phase of our School Readiness initiative and I’m really excited about the campaign. We are taking a solution-based approach to this really important issue for families, showcasing brands that support children in developing key skills to help them thrive at school, and communicating the benefits of those products to consumers.