A carefully curated network of children's services, industry bodies and advocacy organisations — each fully endorsed by FUNdamentally Children for their expertise, standards and commitment to improving outcomes for children and families worldwide.
We take great pride in each of these associations. Use the category filters below to find partners relevant to your area of interest, and visit their sites directly to learn more.
FUNdamentally Children is proud to be a Play Ambassador for the Toy Association's Genius of Play initiative. This major US trade body represents 93% of toy and game sales, and champions the developmental benefits of play for children worldwide.
Visit The ↗
The American Specialty Toy Retailing Association connects 1,800+ independent retailers, manufacturers and sales reps. ASTRA exists to ensure children have access to healthy, high-quality play materials with genuine play value.
Visit ASTRA ↗
Playroom — the AIS toy division — serves 80+ independent UK retail members with curated range planning, access to global toy brands (Lego, Mattel, Hasbro, Playmobil) and a high-margin import programme with a strong focus on sustainable play.
Visit AIS ↗
Co-founded by Dr. Tricia Striano Skoler — an award-winning researcher with hundreds of published papers on early cognitive development. ZWIFLY® trains students through courses, experiential learning and internships at research-led children's companies.
Visit ZWIFLY® ↗
Launched to combat rising childhood depression and anxiety, the MESH Accreditation programme identifies products that genuinely support children's Mental, Emotional and Social Health. FUNdamentally Children is a proud partner of this vital initiative.
Visit MESHhelps.org ↗
A Community Interest Company supporting parents of children with special educational needs and disabilities (SEND). Services include structured parenting courses, Parent Network groups, empathetic communication training and facilitator development.
Visit Families ↗
An advocacy movement — originating from a Water Babies initiative — pushing for dedicated ministerial focus on children's health and wellbeing in the UK. Built on the belief that it takes a whole community to create better futures for children.
Visit Children's ↗
A 60-strong national practice of architects, technologists and urban designers. Partnered with FUNdamentally Children to design inspiring nursery and early years environments that foster imagination, curiosity and play from day one.
Visit Saunders ↗
Helping parents build a clear vision for family life and raise children purposefully. Through face-to-face and online courses, private consultations and school and workplace workshops, they equip families with evidence-backed positive parenting tools.
Visit The ↗
A platform uniting brand owners, retailers, content creators and manufacturers to drive measurable sustainable change across the children's products industry — while maintaining commercial viability. A hub for industry-wide environmental collaboration.
Visit Products ↗
A not-for-profit reaching 24,000 schools and 5 million children across 94 countries. Their Recycle to Read programme exchanges toys, tech and textiles for books — supporting children's literacy and the circular economy for toys and play products.
Visit Wastebuster ↗
The leading global networking organisation dedicated to advancing women in toys, licensing and entertainment. WIT provides mentoring, professional development events and a supportive international community to help members grow, connect and be recognised.
Visit Women ↗
Challenging gender stereotyping in children's products through a directory of brands that avoid girl/boy filters, innovative parental leave programmes and industry consultancy. Creating a world that does not limit children by gender — in products, marketing or culture.
Visit not ↗
A child and family identity management and privacy compliance platform. PRIVO helps companies behind apps, websites and smart toys engage legally and safely with young users — obtaining verifiable parental consent and maintaining compliance with COPPA and global privacy laws.
Visit PRIVO ↗
The CAA sets and raises standards for all UK organised children's activities. Their membership mark gives parents confidence that providers meet rigorous requirements covering insurance, DBS checks, health & safety, qualifications, training and class content quality.
Visit Children's ↗
The leading UK trade association for independent publishers with 600+ members generating over £1bn in combined annual turnover. The IPG provides resources, events and networking across the full publishing spectrum — including children's books.
Visit Independent ↗
FUNdamentally Children is proud to be a Play Ambassador for the Toy Association's Genius of Play initiative. This major US trade body represents 93% of toy and game sales, and champions the developmental benefits of play for children worldwide.
Visit The ↗
The American Specialty Toy Retailing Association connects 1,800+ independent retailers, manufacturers and sales reps. ASTRA exists to ensure children have access to healthy, high-quality play materials with genuine play value.
Visit ASTRA ↗
Playroom — the AIS toy division — serves 80+ independent UK retail members with curated range planning, access to global toy brands (Lego, Mattel, Hasbro, Playmobil) and a high-margin import programme with a strong focus on sustainable play.
Visit AIS ↗
Co-founded by Dr. Tricia Striano Skoler — an award-winning researcher with hundreds of published papers on early cognitive development. ZWIFLY® trains students through courses, experiential learning and internships at research-led children's companies.
Visit ZWIFLY® ↗
Launched to combat rising childhood depression and anxiety, the MESH Accreditation programme identifies products that genuinely support children's Mental, Emotional and Social Health. FUNdamentally Children is a proud partner of this vital initiative.
Visit MESHhelps.org ↗
A Community Interest Company supporting parents of children with special educational needs and disabilities (SEND). Services include structured parenting courses, Parent Network groups, empathetic communication training and facilitator development.
Visit Families ↗
An advocacy movement — originating from a Water Babies initiative — pushing for dedicated ministerial focus on children's health and wellbeing in the UK. Built on the belief that it takes a whole community to create better futures for children.
Visit Children's ↗
A 60-strong national practice of architects, technologists and urban designers. Partnered with FUNdamentally Children to design inspiring nursery and early years environments that foster imagination, curiosity and play from day one.
Visit Saunders ↗
Helping parents build a clear vision for family life and raise children purposefully. Through face-to-face and online courses, private consultations and school and workplace workshops, they equip families with evidence-backed positive parenting tools.
Visit The ↗
A platform uniting brand owners, retailers, content creators and manufacturers to drive measurable sustainable change across the children's products industry — while maintaining commercial viability. A hub for industry-wide environmental collaboration.
Visit Products ↗
A not-for-profit reaching 24,000 schools and 5 million children across 94 countries. Their Recycle to Read programme exchanges toys, tech and textiles for books — supporting children's literacy and the circular economy for toys and play products.
Visit Wastebuster ↗
The leading global networking organisation dedicated to advancing women in toys, licensing and entertainment. WIT provides mentoring, professional development events and a supportive international community to help members grow, connect and be recognised.
Visit Women ↗
Challenging gender stereotyping in children's products through a directory of brands that avoid girl/boy filters, innovative parental leave programmes and industry consultancy. Creating a world that does not limit children by gender — in products, marketing or culture.
Visit not ↗
A child and family identity management and privacy compliance platform. PRIVO helps companies behind apps, websites and smart toys engage legally and safely with young users — obtaining verifiable parental consent and maintaining compliance with COPPA and global privacy laws.
Visit PRIVO ↗
The CAA sets and raises standards for all UK organised children's activities. Their membership mark gives parents confidence that providers meet rigorous requirements covering insurance, DBS checks, health & safety, qualifications, training and class content quality.
Visit Children's ↗
The leading UK trade association for independent publishers with 600+ members generating over £1bn in combined annual turnover. The IPG provides resources, events and networking across the full publishing spectrum — including children's books.
Visit Independent ↗We work with toy companies, app developers, publishers and family brands who share our commitment to children's development and wellbeing. If your mission aligns with ours, we'd love to hear from you.
Get in touch →Below are a number of children’s services who we recommend.
We take great pride in being associated with the following companies and would like to assure you that their expertise in their field and their missions are fully supported by us.
Established in 1985 as Binary Arts in a Virginia home's basement, ThinkFun later merged with Ravensburger in 2018. Renowned for brain-teasing games, it aims to ignite minds and foster growth. In 2022, ThinkFun launched MESHhelps.org with Dr. Deborah Gilboa to combat rising depression and anxiety, promoting resilience through play.
Founded in 1916, The Toy Association™, Inc. is the not-for-profit trade association representing hundreds of companies including manufacturers, retailers, licensors and others who are involved in the youth entertainment industry. It’s members account for 93% of US toy and game sales, which were approximately $38.2 billion in 2021. They are the USA industry’s voice on the developmental benefits of play, promoting play’s positive impact on childhood development to consumers and media through our Genius of Play initiative for which we are proud to be a play ambassador for.
Founded in 1992, the American Specialty Toy Retailing Association (ASTRA) is an international not-for-profit trade organization that serves more than 1,800 independent retailers, manufacturers and sales representatives of the specialty toy industry.
ASTRA is a dedicated community of professionals committed to providing children with healthy, quality play materials that have high play value.
Products of Change brings together a strong community of brand owners, retailers, content creators, innovators, manufacturing partners and marketing experts who by learning and connecting through the platform can drive sustainable change within their respective businesses while maintaining a commercial footing.
Wastebuster is a a leading not-for-profit environmental education company that uses entertainment for social change and campaigns to create social, economic, and environmental benefits. It has a global network of 24,000 schools and 5 million children and families in 94 countries. Their recycling rewards programs educate and reward whole school communities for recycling to develop new recycling infrastructure. Recycle to Read, in association with Products of Change, exchanges toy, tech, and textiles for books to support children's literacy and the circular economy for toys in the UK and globally. Wastebuster believes in collective impact and partnerships to achieve the UN Sustainable Development Goals.
Women in Toys is the leading global networking organisation dedicated to cultivating and supporting the advancement and recognition of women working in toys, licensing and entertainment. Founded in 1991, WIT provides a supportive forum and unparalleled opportunities to help its members achieve professional growth and success.
The not-for-profit Children’s Activities Association (CAA) was launched by a team of industry experts in 2015 to set and raise standards in all UK organised children’s activities. The CAA offers activity providers a simple way to communicate their excellence. By asking ‘Are you a CAA member?’ – the company ensures parents can make informed choices and get peace of mind on issues including insurance, health and safety, criminal record checks, training, qualifications, class content and more.
Families in Focus CIC supports parents caring for children with special need and/or disability. The company provides support through parenting courses and Parent Network support and learning groups with additional training in empathetic communication techniques and training to become facilitators.
The Children’s Alliance began as an initiative by Water Babies to broaden politicians’ awareness of the health and wellbeing issues currently facing children in the UK and a push to create a ministerial position dedicated to the health and wellbeing of children. Stemming from that has grown an acknowledgement that we are all responsible for creating a better, brighter future for new generations. The old adage that “it takes a village to raise a child” promotes the idea that we can all help to make a difference in children’s lives.
The Independent Publishers Guild is a leading UK trade association with more than 600 members, and provides a wide range of resources, events and networking to help them do better business. Its community of publishing members works across the spectrum of the industry and shares annual turnover of more than £1bn.
We challenge buying behaviour that perpetuates stereotypes with our directory of brands that don’t use girl/boy filters; by creating parent friendly work cultures with our innovative parental leave programme; and by collaborating with leaders where we consult on projects, deliver talks, chair round tables to create a world that does not stereotype children.
PRIVO is a child and family identity management and privacy compliance solution. The solution helps companies with sites, apps and smart toys to directly and legally engage with young consumers by obtaining verifiable parental consent while staying in compliance with privacy regulations. PRIVO can help companies securely open the doors to children in a compliant manner.
Founded in 1988, Saunders is 60-strong national practice of architects, technologists and urban designers offers a full design service, from initial concept through to delivery of projects of all scales across a variety of sectors. Saunders, and FUNdamentally Children, have teamed up to design inspiring and enriching nursery and early years settings to enhance children’s imagination and play.
The Parent Practice enables parents to create a clear vision of how they want to be as a family and to bring up their children in a purposeful way. Through their courses and consultations (face to face in London or online) and topic-based workshops (in their centres or in schools or the workplace)
Playroom, the AIS Toy Division, launched in 2008 and it currently fulfills the toys and children's product range plan requirements of over 80 Members. Working with a global supplier base including top names like Lego, Mattel, Hasbro, Playmobil and Spin Master, Playroom has a strong focus on sustainable brands and also offers Members exclusive access to a high-margin toy import programme.
Tricia (Striano) Skoler, PhD is an award winning researcher of early cognitive development. She has authored hundreds of research papers and books and is co-founder of ZWIFLY® brand which trains students through courses, experiential learning projects, and internships at research based companies.