Tapping into the lucrative European Toy Market
How to Manage Compliance
The European toy market is projected to generate a revenue of approximately $33 billion in 2025 with an annual growth rate (CAGR) of 0.75% from 2025 to 2029.
And there’s a growing trend towards educational and eco-friendly toys, particularly in countries like Germany, as parents prioritize the development and sustainability of their children’s playtime. (source).
This offers a huge opportunity for toy sellers, including those based in the US, looking to capitalise on this lucrative opportunity in new markets.
But, there are a number of key steps that need to be taken before being able to sell, including a stringent set of compliance requirements. Ensuring that your toys meet these regulations is crucial for successful market entry.
What to be aware of when selling toys in Europe:
- Understanding the Toy Safety Directive
The cornerstone of toy safety in the EU is the Toy Safety Directive 2009/48/EC. This Directive sets out the safety criteria that toys must meet before they can be marketed in the EU. It covers various risks, including physical and mechanical, flammability, chemical, electrical, and hygiene. Compliance with this Directive is mandatory for all toys sold in the EU. - CE Marking
One of the most critical requirements is the CE marking. This mark indicates that the toy complies with all relevant EU safety requirements. To obtain the CE marking, manufacturers must carry out third-party verification by a reputable test house. The CE mark must be affixed to the toy, its packaging, or an accompanying document. - EN 71 Standards
The EN 71 series of standards specify safety requirements for toys. These standards cover various aspects, including mechanical and physical properties (EN 71-1), flammability (EN 71-2), and the migration of certain elements (EN 71-3). Ensuring that your toys meet these standards is essential for compliance with the Toy Safety Directive.
- Chemical Safety and REACH
The EU has stringent regulations regarding the use of chemicals in toys. The Registration, Evaluation, Authorization, and Restriction of Chemicals (REACH) regulation restricts the use of hazardous substances, including heavy metals and certain dyes. Toys must not contain chemicals that can cause cancer, genetic mutations, or reproductive harm beyond specified limits.
- Documentation and Technical Files
Manufacturers must maintain comprehensive technical documentation for each toy. This documentation should include a detailed description of the toy, safety assessments, test reports, and a Declaration of Conformity (DoC). This documentation must be kept for at least 10 years after the toy has been placed on the market.
- Labeling Requirements
Proper labeling is crucial for compliance. Toys require specific information to be on the label. Labels must be clear, accurate, and in the language of the country where the toy is being sold. If you are looking for guidance on labeling, our expert team has many years’ experience working within the toy market and can offer comprehensive label reviews.
- Importer Responsibilities
If you are importing toys into the EU, you must ensure that the manufacturer has complied with all safety requirements. Importers must verify that the manufacturer has conducted the necessary testing and must ensure the toys are correctly labeled and accompanied by the required documentation.
- Market Surveillance
EU authorities conduct market surveillance to ensure that toys on the market comply with safety requirements. As best practice, non-compliant toys should be recalled and withdrawn from the market by manufacturers or importers in the first instance. It should not be up to the market surveillance team to do this. Make sure you are on top of things and stay informed about regulatory updates and maintain rigorous compliance practices. Expandly will provide you with updates and compliance recommendations.
Finding a Trusted Expansion Partner
Finding your way around the compliance regulations for selling toys in Europe can be challenging, but it is essential for market success. By understanding and adhering to the the above requirements, you can confidently enter the European market. Proper testing, documentation and labeling protect both you and the consumer.
This is where Expandly can help – you get access to our one-stop-expansion-shop. Through this easy-to-use platform, you can monitor, track and manage all your product compliance and responsible person obligations in one place, with experts in this market who will make sure you tick all the boxes to sell your toy products without the stress or worry that you have missed something. What’s more, through Expandly you can also handle all your UK and European VAT, your marketplace listings which cover Amazon, Ebay, Wish and more. And you can do this in one place in multiple languages.
In addition, organise your shipping, customs, fulfilment and 3PL logistics. The platform integrates to your selling platform and marketplaces to give you access to your orders and inventory, so you can keep an eye on your sales and stock levels in real-time.
By using Expandly, you can make sure that your toys are safe, compliant, and you can be up and selling in the European market in no time – with peace of mind and a competitive edge.
