Presenting the New STEAM Toy Assessment Framework


Webinar Recording Access:

Watch the recording

Webinar Presentation
(Adobe PDF File)

Presented on:

Thursday, February 4, 2021


This one-hour webinar provides attendees with an in-depth look at The Toy Association’s new STEAM Toy Assessment Framework. The framework builds on previous Toy Association research and guides toy manufacturers in developing products that foster STEM/STEAM discovery and learning for kids.

Who Should Attend:

All toy professionals, brand owners, and licensees; specifically recommended for those responsible for product development, marketing, and advertising.

What You Will Learn:

During this session, toy companies will gain insight into The Toy Association’s new STEAM Toy Assessment Framework, which provides detailed information on how to develop toys and games that meet specific STEAM criteria, according to age. The framework builds on previous research conducted under The Toy Association’s Strategic STEAM Initiative, and is designed to be used as a checklist for companies to assess whether their toy can be considered a good quality STEAM toy.

The Toy Association collaborated with webinar presenter Dr. Amanda Gummer, a play expert and contributor to The Genius of Play’s website, to develop the framework. Gummer will explain the rationale behind the framework and how to make best use of it.


Janis Zegman, marketing project manager, The Toy Association


Dr. Amanda Gummer, PhD, founder and CEO of Dr Gummer’s Good Play Guide, and play expert for The Genius of Play
Amanda has a PhD in neuropsychology, a postgraduate certificate in higher education, and more than 20 years of experience working with children and families. Considered the UK’s go-to expert on play, toys, and child development, Amanda combines her theoretical knowledge with a pragmatic approach to family life that resonates both with parents and professionals. Her book, Play, was published in May 2015 and has already been translated into two different languages with excerpts published in The Toy Association’s Genius of Play initiative.

She is regularly interviewed by media, continues to take an active role in research, and is involved in government policy around children’s issues – currently as a member of two All Party Parliamentary Groups.

Good Play Guide is the UK’s leading source of expert, independent advice on child development and play, supporting children’s industries with research, insight, and endorsement.