The EU Toy Safety Regulation Is Coming: What Manufacturers Must Prepare For 

For manufacturers, the changes are significant—especially when it comes to digital traceability and chemical safety. 

Digital Product Passport: A Game-Changer for Compliance 

One of the most impactful updates is the mandatory introduction of a Digital Product Passport (DPP). Every toy placed on the EU market will need a scannable code (such as a QR code) linking to detailed compliance and safety documentation. 

Why this matters: 

• Regulators will be able to instantly verify whether a product meets EU standards 

• Consumers gain access to accurate, up-to-date safety and product data 

• Traceability is greatly improved, streamlining the process of product recalls 

This digital shift is more than a technical detail—it will reshape how manufacturers manage documentation, market access, and product monitoring. Implementing DPPs early can give manufacturers a competitive edge. 

Strengthened Market Surveillance and Traceability 

The Regulation significantly improves how authorities can detect and act on unsafe products. Economic operators—including importers, online platforms, and fulfilment service providers—will be held to higher standards of traceability. 

Key changes include: 

• Stricter documentation and supply chain transparency obligations 

• Broader responsibilities for all economic actors, not just manufacturers 

• Faster and more targeted enforcement by national authorities 

Manufacturers must prepare to maintain more detailed and accessible records across the entire lifecycle of each toy. 

Tougher Rules for Online and Imported Toys 

To close enforcement gaps, the new regulation tightens requirements for toys sold online or imported from third countries: 

• Imported toys must be linked to an EU-based responsible economic operator 

• Online platforms may be held accountable for product safety violations 

• Customs authorities will have clearer guidelines for stopping non-compliant imports 

This means increased due diligence is required, especially for manufacturers selling cross-border or through third-party e-commerce channels. 

Alignment with the General Product Safety Regulation (GPSR) 

The new Toy Safety Regulation is aligned with the recently adopted General Product Safety Regulation (EU) 2023/988, enhancing overall market consistency. For manufacturers, this alignment helps: 

• Streamline internal compliance if GPSR systems are already in place 

• Simplify procedures for recalls and risk communication 

• Strengthen product safety protocols, especially for online sales 

Cybersecurity and Smart Toys: New Obligations 

Smart toys and connected products introduce additional risks. The new regulation addresses: 

• Cybersecurity and software safety for connected toys 

• Data protection measures aligned with EU privacy laws 

• Adaptable rules, allowing for future updates as technology evolves 

If your products include connectivity features, now is the time to assess your digital and data protection protocols. 

Conclusion 

The new Toy Safety Regulation represents a shift toward more transparent, harmonized, and digitally enabled compliance across the EU. For manufacturers, preparation is key—especially when it comes to digital traceability, chemical safety, and supply chain accountability. The 2027 enforcement date may seem far off, but the time to act is now. 

Need help getting ready? Our experts are here to support your transition to the new regulation.