Stock the toys that experts trust. Show families you champion good play.
The Good Play Shop retailer programme connects independent toy shops with the accreditation families are learning to look for. Get listed, get noticed, and get the tools to sell great play.
Parents want to buy well. Let the badge do some of the work
The Good Play Guide badge tells families a toy has been tested by experts and real families. Put that trust to work in your shop. Read more about how toys earn the badge at goodplayguide.com.
Be found by local families
Your shop appears in the find-a-retailer directory, searchable by postcode, with filters for category and age. Turn online searches into footfall.
Sell with credibility
Point of sale badges, shelf edge labels and window decals mark out accredited toys, so the expert seal of approval does some of the selling for you.
Know what's worth stocking
Use the product tool to search the full accredited toy list, mark what you already stock, and export it as a buying guide.
Four steps. Free to start. About ten minutes to self-certify
Self-certify
Confirm you stock and promote accredited toys, and tell us about your shop.
Get approved
We review your details, usually within three working days, then add you to the directory.
Display the badge
Add Good Play Guide branding in store. Order printed stickers, decals and shelf labels when you're ready.
Stay current
Get the monthly "What's New in the Guide" update, so your shelves reflect the latest accreditations.
Start free. Add branded assets whenever they help you sell
Registered
Right for shops who want to be found and start using the badge, no extra commitment.
- Listing in the find-a-retailer directory
- Digital Good Play Guide badge for your website
- Full accredited toy list via the product tool
- Monthly "What's New in the Guide" update
Display Partner
Right for shops ready to make the badge visible in store, on the shelf edge and on the door.
- Everything in Registered
- Good Play Guide window decal and door sticker
- Shelf edge labels for accredited lines
- Counter top badge and talker
- Highlighted "Display Partner" status in the directory
Flagship
Right for shops who want a dedicated in-store presence and a closer working relationship with us.
- Everything in Display Partner
- Dedicated Good Play Guide display unit
- Featured placement in the directory
- Joint promotion and seasonal campaigns
- First sight of new accreditation drops
Printed branding is supplied at cost through our print partner. Pricing shown at the point of order.
What independent shop owners say
"We put the window decal up the week we joined and had three separate customers mention it within a fortnight. It's a small thing that tells people we've done the homework for them."
Sample quote, independent toy shop owner, Yorkshire
"The product tool means I can check whether something is accredited while I'm actually placing an order, not after. It's changed how I buy for the shop, honestly."
Sample quote, independent toy shop owner, South West
"Self-certifying took less time than making a cup of tea. Approval came through within a few days and we were live in the directory the same week."
Sample quote, independent toy shop owner, Scotland
Built for independents
Independent toy shops are where great play advice lives. You know your customers, and you curate with care. The Good Play Guide gives that expertise a recognised, evidence based seal families can trust.
We want the badge in shop windows on every high street, not just online.
Ready when you are
Self-certification takes about ten minutes. You can save your progress and come back to it if you need to.
Start your application