In 2023 the European Union proposed the new Toy Safety Regulation 2025/2509. The regulation came into force on 1 January 2026 and is set to fully apply from August 2030. Under the Windsor Framework the Regulation will also apply in Northern Ireland.
Among other things, there is a requirement to assess all connected toys and toys using artificial intelligence with regard to children’s specific vulnerabilities, which could include mental health.
Products have to have a digital product passport with the toy’s product, compliance and other information. Online marketplaces will be required to design their platforms so that sellers can display the CE mark, safety warnings, and a link (such as a QR code) to the digital product passport before a consumer completes a purchase.
The UK government is considering these reforms and any issues associated with continued recognition of these EU product requirements, and implementation of a similar approach in Great Britain. In addition, the UK government is reviewing areas such as chemical safety, digital product passports, online marketplace obligations and emerging risks stemming from connected or AI-enabled toys.
The call for evidence seeks views on the following four areas:
- Costs and benefits of taking a similar approach to EU’s toy safety legislation across the UK;
- Costs and benefits of continuing recognition of EU toy requirements, including CE marking;
- How risks to consumers are changing, including from chemicals, artificial intelligence and online marketplaces; and
- The logistics and effects of any future regulatory changes
The consultation ends on 6 October 2026.
