Get set for seasonal sales. More than 60% of Europe’s toys are sold during the festive period (November-December). Are you prepared?

To meet consumer demand for innovative new toys and timeless favourites alike at the most demanding time of year, your focus must not only be on quantity, but also quality.

Increased demand can exert commercial pressure to stock shelves and fulfil consumer aspirations, but parents are more aware than ever about toy safety and better informed about what to look for on a toy to guarantee its safety. Toy actors must ensure that their toys have appropriate labelling/warnings (CE mark, 0-3 years symbol), appropriate age grading, instructions, etc.

Toy Safety Campaign

Educating industry and consumers alike, the European Commission, together with Toy Industries of Europe (TIE), has launched the European Toy Safety Information Campaign including a new video that offers consumers advice on how to buy safe toys and use them safely. 

Animated robot ‘CE-e’ draws attention to key safety tips: (Watch CE-e go!)

A leaflet outlining toy safety tips is also available  (Download English leaflet)

Within the industry, this campaign aims to increase knowledge about the new Toy Safety Directive among toy manufacturers and other toy sector players (importers, distributors). Eight seminars to explain the changes the new Directive entails have already been held in 2012 and further seminars are planned for Malmö (covering Sweden, Denmark, Finland, Estonia, Latvia and Lithuania) and Madrid (for Spanish and Portuguese toy sector players).

Toy Industries of Europe calendar of events 

Market Surveillance

All toys manufactured for sale within the EU since July 2011 must comply with the requirements of the EU Toy Safety Directive (2009/48/EC). New and revised chemical requirements of the EU Toy Directive will be applicable from 20 July 2013.

The seasonal peak in toy sales combined with the strengthened requirements of the EU Toy Safety Directive mean that you may see market surveillance increased and reinforced in the coming months. Unsafe toys have the potential to damage a child’s health. Counterfeit toys can damage your business. The festive season’s sales peak simply increases the risk of unsafe or counterfeit products reaching the market.

To assist responsible manufacturers, importers and retailers RAPEX , the EU’s rapid alert system for dangerous consumer products will include notifications of counterfeit toys and unlawful copies that have been identified as posing a risk to children.

One Stop Solutions

With the largest global network of consumer goods experts and testing facilities around the world, SGS is the partner to trust. We offer a complete range of training services to help you understand the new requirements and the broadest range of testing services to ensure that your products comply with EU Toy Safety Directive. Our testing, safety/risk assessments, technical documentation reviews, inspection and audit services can help you improve your access to markets, while also reducing product recalls and cutting the cost of achieving compliance.

For more information please contact your local SGS representative or our global team

Sanda Stefanovic
Senior Toy Expert
SGS Nederland BV
t +31 181 694517

About SGS

SGS is the world’s leading inspection, verification, testing and certification company. SGS is recognized as the global benchmark for quality and integrity. With more than 70,000 employees, SGS operates a network of over 1,350 offices and laboratories around the world.