In 2024, our study of toys sold on online marketplaces found that 80% were unsafe. This year, we repeated the exercise, focusing exclusively on toys sold by non-EU sellers. We also rechecked several products that had failed our test in 2024.
We purchased unbranded and unknown-brand toys from the first pages of search results on seven major online platforms delivering to Belgium and France. We included toys that looked identical to those flagged last year, as well as toys matching products listed on the EU Safety Gate.
All toys were tested by an independent accredited laboratory against EU safety requirements. Of the 70 toys examined, 96% were non-compliant and 86% had serious safety issues, such as small parts that pose choking risks, powerful magnets, and easy access to batteries.
Several toys that looked identical to those previously found unsafe were still available—sometimes from the same sellers—and again failed safety testing. In some cases, toys appearing to be identical were sold across multiple platforms but with different sellers, different manufacturers, or with different ‘EU responsible persons’ listed. Some ‘EU responsible persons’ were linked to multiple unsafe or previously recalled toys, raising concerns about proper compliance checks.
TIE urges for decisive, joined-up action. The forthcoming EU Product Act (expected next year) should make online platforms legally responsible when toys are sold by third-country sellers with no accountable party in the EU.
If the system with EU representatives acting as ‘responsible persons’ is maintained, it needs the following changes to ensure there is always someone responsible for the safety of the toy:
- the ’responsible person’ needs to be responsible for verification of safety and compliance before the products are offered for sale in all circumstances.
- the online platforms need to check whether the ‘responsible persons’ are genuine and have a contract with the seller/manufacturer
- in the absence of a verified ‘responsible person’, the marketplace should be deemed the ’responsible person’.
These are targeted, specific measures designed to protect consumers and the EU’s single market which is currently under threat.
TIE also calls for:
- Urgently stepping up enforcement and traceability: Strengthen and better target market surveillance, customs checks, and DSA compliance. Ensure that online marketplaces play their part by collecting, verifying and keeping data that confirms sellers are real. Ensure that punishments are dissuasive.
- The modernisation and strengthening of EU Customs rules: The new Union Customs Code (UCC) needs to be adopted and implemented urgently to make Customs fit for e-commerce. Measures that improve data access and shareability should be prioritised. Likewise, measures that promote bulk imports over small parcels, as well as the introduction of a deemed importer mechanism for goods without an identified EU operator, should be fast-tracked.
Read the full report here and consult the list of tested toys.
