Blue Plate Media Services and Fundamentally Children form transatlantic partnership for children’s brands
Blue Plate Media Services (BPMS) and Fundamentally Children, home of the Good Play Guide, today announced a partnership bringing together media strategy services and independent child development expertise for brands in the toy, game, infant, toddler, consumer technology and family categories.
The two organisations will collaborate on new business across agreed sectors, giving brands seamless access to media planning, buying and marketplace growth alongside evidence-based research, product accreditation and expert endorsement.
“Brands that build trust early convert better later – the campaign data shows this unequivocally,” said Dr Amanda Gummer, Founder and CEO of Fundamentally Children. “David’s [Becker, President of BPMS] team knows how to reach the right families. We know what makes a product worth those families’ attention, and we can prove it. Putting those two capabilities in the same room is a win-win for children’s brands.”
The partnership responds to a market under real pressure. Media budgets are tightening and clients are being asked to demonstrate return on ad spend above everything else, pushing spend closer and closer to the point of sale. Both organisations argue that this narrows a brand’s reach rather than growing it, and that independent credibility is one of the few assets that works at the top and the bottom of the funnel at the same time.
“The industry has become increasingly focused on the bottom of the funnel, as brands are being tasked to do more with less — but you can’t capture demand that hasn’t first been created,” said David Becker, President of BPMS. “Independent credibility gives brands another powerful reason for parents to notice, trust, and ultimately choose a product.
“Amanda and her team bring an extraordinary level of authority with parents, with retailers, and with the media,” he added. “Combining that credibility with BPMS’ ability to build demand and convert it into measurable retail sales creates a very compelling proposition for brands. Amanda’s expertise carries weight, adding accreditation to the purchasing process.”
Through the partnership, brands will be able to engage BPMS and Fundamentally Children independently or collaboratively, depending on their needs — from product research and accreditation through launch strategy, consumer media, retail activation and marketplace growth.
