- Solutions
-
-
-
One-stop-expansion-shop
Expandly Expansion platform is more than software, it’s your complete expansion command centre, backed by a team of experts in VAT, compliance, and logistics.
Vat Registration
Understanding VAT is key to growing your e-commerce business globally.
Product and Label Compliance
UK & EU product compliance and labelling rules can be complex to navigate.
Extended Producer Responsibility (EPR)
EPR makes you responsible for products you make, import, or sell after they’re used.
3PL and Fulfillment Services
Our experts know efficient, reliable logistics are key to successfully scaling your brand.
End to End Software
Quickly sell and manage products across multiple online sales channels.
Product Listings
Create and manage product listings centrally
Order Management
Manage your orders from Amazon, eBay, Etsy, Wish
Inventory Management
Avoid overselling with Expandly's auto inventory systems
Shipping Management
Connect with your carrier to ship parcels globally and cost effectively
Integrations
Connect your marketplaces with your website’s shopping cart.
-
-
-
- Industries
-
-
-
Global Expansion Pathway GEP©
Successful international expansion starts with informed decisions. Expandly’s Global Expansion Pathway (GEP©) is designed to help brands expand strategically, cost-effectively, and with reduced risk.
Baby Equipment & Nursery Products
Take your baby brand global - safely, efficiently, and with confidence
Toys & Games
Expand your ecommerce toy brand globally - safely and confidently
Health Food Supplements & Vitamins
Take your e-commerce wellness brand global - safely and efficiently
Beauty, Haircare & Cosmetics
Expand your ecommerce beauty brand internationally; easily and reliably
Pet Foods & Pet Products
Take your ecommerce pet brand global - scale fast, reliably and safely
Consumer Electronics Global Expansion
Compliance, VAT & 3PL fulfilment built for ecommerce electronics brands
Household & Garden Products Global Expansion
Scale your ecommerce home and garden brand internationally - compliantly and with control
Apparel & Fashion Accessories
Scale your fashion brand internationally - compliantly, efficiently, and at pace
-
-
-
- Explore
-
Plan Your Expansion
Where To Expand First
Helping brands launch, localise and thrive in the UK & EU’s top markets
Global Expansion Pathway (GEP©)
Successful international expansion starts with informed decisions.
Expansion Videos
Plan your global expansion with expert led videos and strategies.
-
- Partners
-
-
-
Why Partner with us
Why stop at local success? Your Clients Have Nailed Their Domestic Market. Now It’s Time to Go Global.
You’ve helped your DTC clients thrive in their home market, now it’s time to unlock their sales in Europe, the UK, and the US.Why agencies choose Expandly
Why Account Management Agencies Choose Expandly to Power Client Growth in the UK & Europe
If your clients are ready to scale overseas, you want three things: More sales, New markets, Less hassle And you want to know they’re 100% compliant.Our Partners
-
-
-
- Solutions
-
-
-
One-stop-expansion-shop
Expandly Expansion platform is more than software, it’s your complete expansion command centre, backed by a team of experts in VAT, compliance, and logistics.
Vat Registration
Understanding VAT is key to growing your e-commerce business globally.
Product and Label Compliance
UK & EU product compliance and labelling rules can be complex to navigate.
Extended Producer Responsibility (EPR)
EPR makes you responsible for products you make, import, or sell after they’re used.
3PL and Fulfillment Services
Our experts know efficient, reliable logistics are key to successfully scaling your brand.
End to End Software
Quickly sell and manage products across multiple online sales channels.
Product Listings
Create and manage product listings centrally
Order Management
Manage your orders from Amazon, eBay, Etsy, Wish
Inventory Management
Avoid overselling with Expandly's auto inventory systems
Shipping Management
Connect with your carrier to ship parcels globally and cost effectively
Integrations
Connect your marketplaces with your website’s shopping cart.
-
-
-
- Industries
-
-
-
Global Expansion Pathway GEP©
Successful international expansion starts with informed decisions. Expandly’s Global Expansion Pathway (GEP©) is designed to help brands expand strategically, cost-effectively, and with reduced risk.
Baby Equipment & Nursery Products
Take your baby brand global - safely, efficiently, and with confidence
Toys & Games
Expand your ecommerce toy brand globally - safely and confidently
Health Food Supplements & Vitamins
Take your e-commerce wellness brand global - safely and efficiently
Beauty, Haircare & Cosmetics
Expand your ecommerce beauty brand internationally; easily and reliably
Pet Foods & Pet Products
Take your ecommerce pet brand global - scale fast, reliably and safely
Consumer Electronics Global Expansion
Compliance, VAT & 3PL fulfilment built for ecommerce electronics brands
Household & Garden Products Global Expansion
Scale your ecommerce home and garden brand internationally - compliantly and with control
Apparel & Fashion Accessories
Scale your fashion brand internationally - compliantly, efficiently, and at pace
-
-
-
- Explore
-
Plan Your Expansion
Where To Expand First
Helping brands launch, localise and thrive in the UK & EU’s top markets
Global Expansion Pathway (GEP©)
Successful international expansion starts with informed decisions.
Expansion Videos
Plan your global expansion with expert led videos and strategies.
-
- Partners
-
-
-
Why Partner with us
Why stop at local success? Your Clients Have Nailed Their Domestic Market. Now It’s Time to Go Global.
You’ve helped your DTC clients thrive in their home market, now it’s time to unlock their sales in Europe, the UK, and the US.Why agencies choose Expandly
Why Account Management Agencies Choose Expandly to Power Client Growth in the UK & Europe
If your clients are ready to scale overseas, you want three things: More sales, New markets, Less hassle And you want to know they’re 100% compliant.Our Partners
-
-
-
New EU Toy Safety Regulation: What You Must Know (And How to Get Ready)
Author: Expandly Team
Publish Date: 15 December 2025
Introduction
The European Union has introduced a major update to toy safety rules with the new Toy Safety Regulation (TSR).
If you manufacture, import, or sell toys to the EU, now is the time to start planning. In this blog, we break down the key changes, the transition timeline, and what you need to do to stay compliant, and ahead of the curve.
Table of contents:
Why This Matters - And Why Now
The European Union has approved a comprehensive new law: the Toy Safety Regulation (TSR). This is the biggest update to toy-safety rules in years – and it will change a lot about how toys are made, tested, labelled, and sold.
The deadline for full compliance is April 2030, which gives businesses a few years to prepare. But that doesn’t mean you can wait until the last minute. Especially if you sell on marketplaces (Amazon, etc.), you may need updated documentation way sooner.
If you manufacture, import or sell toys to the EU – now’s the time to start planning.
What’s Changing Under the New Toy Safety Regulation
Here’s a breakdown of the main changes you need to know about under the TSR:
Stricter Chemical Restrictions
The new rules expand chemical bans and restrictions. Toys must now avoid a wider range of hazardous substances, including:
- Endocrine disruptors
- PFAS (per- and polyfluoroalkyl substances)
- Skin and respiratory sensitisers
- Certain bisphenols
- Fragrance allergens (especially in toys for young children or toys that go into mouths)
If your current materials or suppliers use any of these, you’ll need to review and possibly change them.
Mandatory Safety Assessment Before Sale
Every toy placed on the EU market must pass a full safety assessment. That includes testing for:
- Chemical safety
- Mechanical/physical risks
- Electrical and fire safety (if relevant)
- Hygiene and radioactivity (where applicable)
- Risks from digital functions (for connected toys) – including data, privacy, cybersecurity
In short: compliance must be proven before you sell. This requirement applies to all toys, including simple, non-electronic products.
Digital Product Passport (DPP)
Every toy will need a Digital Product Passport – basically a digital file accessible via QR code. This replaces the old paper-based “EU Declaration of Conformity.”
The DPP must include: safety data, chemical and materials info, traceability and compliance documentation.
Customs officials, market surveillance authorities, retailers and even parents should be able to access it.
This means companies must build systems to manage and maintain DPPs for all products. It’s more paperwork – but more transparency.
Updated labelling, Noise & Packaging Rules + Online Listing Obligations
Toys must meet stricter rules around:
- Proper labelling (age-appropriate warnings, safety markings)
- Packaging info
- Noise limits (for toys that make sound)
- Online marketplaces must display CE mark, warnings and DPP before checkout. If a toy doesn’t comply – marketplaces must remove it (treat it as non-compliant content).
This adds new obligations not just for manufacturers, but also for sellers and marketplace platforms (Amazon, eBay, etc.)
Transition Timeline - What’s the Plan
| Phase / Period | What Happens | What You Should Be Doing |
|---|---|---|
|
2025–2026 (Entry into Force) |
Authorities in each EU country set up enforcement bodies, testing labs, and begin preparing for new rules. |
Start reviewing your existing toys and supply-chain for compliance risks. |
|
2026–2029 (Preparation Phase) |
Industry adapts: tests, supply-chain adjustments, documentation updates, DPP systems built. |
Audit all materials, update safety testing, maybe redesign toys – and prepare internal compliance processes. |
|
April 2030 (Full Compliance Deadline) |
No toy can be sold in EU unless it meets all TSR requirements. Old directive (2009/48/EC) is repealed. |
All products you export or sell to EU must pass the new standards – or risk being blocked. |
What This Means for You (If You Make or Sell Toys)
- If you’re using materials with PFAS, bisphenols, certain chemicals, or allergens, you need to re-evaluate now.
- All toys need to be safety-tested again under the new rules (especially mechanical/digital toys).
- You will need to create and manage DPPs for every item you place on the EU market.
- Online marketplaces will probably start demanding updated documentation and compliance, possibly before 2030.
- Delaying preparation until late 2029 could cause major supply-chain disruptions, costly redesigns or even product removals.
How Expandly Helps You Stay Ahead
We provide full support to brands, importers and sellers navigating the TSR. That includes:
- Auditing your current toy range for chemical, safety and compliance risks
- Identifying which toys need retesting or redesigns
- Guiding you on updated labelling, packaging, and online marketplace listing requirements
- Creating a phased compliance roadmap so you meet 2030 requirements without rushing at the last minute
If you sell toys to the EU (even through Amazon or other marketplaces), now’s the ideal time to get started and Expandly can help make the process smooth and cost-effective.
Conclusion
The new EU Toy Safety Regulation marks a major shift in how toys are assessed, documented, and sold in Europe. Although full compliance is required by April 2030, many obligations will impact sellers much sooner.