The EU institutions have reached a landmark agreement to revamp the EU Customs framework — and Toy Industries of Europe welcomes it.
The need for reform is urgent. In 2025, TIE tested 70 toys sold by non-EU sellers on online platforms: 96% failed to comply with EU law, and 86% were outright dangerous for children.
The new framework brings promising measures — an EU Customs Data Hub to improve risk targeting, the “deemed importer” concept to hold platforms accountable, and fees on low-value consignments can help improve oversight and discourage business models based on shipping large volumes of small parcels that are difficult to control
But timelines are a concern. The Data Hub won’t be fully operational until 2031; deemed importer rules may not apply before 2028. That’s too long.
TIE’s key asks:
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Close loopholes and prevent circumventionThe current situation — where no actor can be effectively held accountable — has escalated rapidly. Waiting until 2028 risks prolonging unsafe and unfair market conditions.
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Accelerate the deemed importer model — the current accountability gap is escalating nowThe new system must be watertight. Operators should not be able to bypass controls by routing goods through alternative customs.
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Align customs and market surveillance so enforcement is airtight end-to-endCustoms authorities cannot shoulder this responsibility alone. Market surveillance authorities must be equally empowered, with aligned tools and data access, to keep non-compliant and dangerous products off the EU market.
