FT focus on child psychologist
Amanda Gummer was featured in the Financial Times on Sunday
Amanda appeared in the management section in the FT, speaking of her ability to help toy companies during the product development process in particular.
Amanda commented: "Most of my work as a child development psychologist helps toy manufacturers design better products so they can meet children’s developmental needs and increase brand loyalty.
"I have the most impact when companies get me in at the product development stage. For example, I am helping a jigsaw maker called Gibsons Games develop a children’s range, building play value into the design so that the puzzles appeal to both parents and children.
"It surprises me that companies can still make costly, but basic mistakes. I was asked to look at a “first computer” type toy which was not selling. The product was very fancy but the on/off switch was indented – meaning you need to press it with a single finger. Children at that age still use their whole hand so they couldn’t switch it on. Ultimately it was taken off the market."
Amanda also comments on her emergence in the toy trade, after completing a PhD in Psychology.
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