Amanda is a research psychologist, passionate about children’s play.

She is the CEO of the research consultancy Fundamentally Children and Dr Gummer’s Good Play Guide. Amanda is also the independent chair of the Association of Play Industries. In addition, she is an NED for Families in Focus CIC, and is on the advisory board of a small number of mission-led startups.

Amanda has a PhD in neuropsychology, the Postgraduate Certificate in Higher Education and over 20 years experience working with children and families. Widely considered as the UK’s go to expert on play, parenting and child development, her book ‘Play’ was published in May 2105 and has been translated into different languages with extracts being published in the USA’s Toy Industry Association’s Genius of Play initiative for which she is an expert ambassador.

Amanda has an increasing international profile and was commissioned by the Toy Association to create the STEAM toy accreditation framework. She is the UK Chapter chair for Women in Toys - an international group supporting women within the toy, entertainment and licensing industries.

Amanda is regularly in the media and continues to take an active role in research, presenting papers at various international conferences. She is often involved in government policy around children’s issues, presenting her Balanced Play Model at the European Parliament in September 2019.

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