New EU Toy Safety Rules and the Digital Product Passport

What’s new?

On 13 October 2025, the Council of the EU adopted a new Toy Safety Regulation, replacing the existing Directive 2009/48/EC.

The goal: make toys safer, more traceable, and better aligned with today’s digital and online-commerce realities.

If you sell children’s toys on the EU market, here’s what you need to know

Why the rules are Changing

For years, toy safety in the EU was governed by Directive 2009/48/EC, which set safety requirements for all toys sold in the EU and is one of the strictest frameworks in the world.

However, it no longer sufficiently addressed emerging chemical risks, uneven enforcement, and challenges from online and imported products. The new Toy Safety Regulation addresses these issues.

Chemical Safety & the Digital Product Passport

As the EU aims to make rules for toys stricter, the new Toy Safety Regulation raises the bar once again by strengthening protection against harmful chemicals and tightening market surveillance. 

It bans or restricts a broader range of harmful substances, including endocrine disruptors, PFAS, and allergenic fragrances. 

At the heart of the reform is the Digital Product Passport,a digital record that stores each toy’s safety, chemical, and conformity data, accessible via a simple QR code.

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Digital Product Passports for Safer Toys

The DPP transforms how toy safety is managed by enabling:

• Traceability: authorities can instantly verify who made, imported, or distributed a toy.
• Transparency: consumers can access verified safety information before purchasing.
• Enforcement: customs and regulators can scan and check products within seconds.

Key Requirements & Who has to comply

The specific requirements are still being finalized, but all toys placed on the EU market will eventually need a DPP.

It must include product identification, safety documentation, manufacturer/importer details, and compliance data.

• The DPP must be accessible before purchase, including for online listings
• Data must remain available for a defined period after the toy is placed on the market

The regulation applies to all toys designed or intended for children under 14, regardless of where the toy is made.

That includes:

• Manufacturers and importers, both inside and outside the EU
• Distributors and fulfilment providers
• Online marketplaces hosting toy listings

If your toys reach EU consumers, you’re in scope.

If you sell toys to EU consumers , directly or via an online platform, you are in scope.

Expected Timeline

The regulation will enter into force after publication in the EU’s Official Journal (expected late 2025).

A 4.5-year transition period will follow, giving companies time to adapt their systems, update supplier data, and implement DPP processes.

Full application is expected around 2030 marking the shift from paper-based certification to digital compliance across the EU toy market.

Further reading