By Madi Mihalik, Assistant Manager, Content and Digital Communications, Toy Association
When kids make holiday wish lists and check them twice, nine out of 10 parents turn to online marketplaces to complete toy purchases, according to a 2024 survey of 1,000 U.S. parents conducted by Wakefield Research on behalf of the Toy Association . While the convenience of online shopping can be a lifesaver for busy families, that convenience can come with hidden risks if shoppers don’t pay close attention to where their toys are coming from.
Shockingly, nearly half (47%) of parents said they had purchased toys online but later discovered or suspected they were fake. The surge in counterfeit products has many parents questioning the legitimacy of their purchases, with three quarters (75%) believing it is increasingly difficult to spot fake toys and games. Why is this important? A company eager to make money produces toys that fail to comply with copyright law and may neglect all-important safety standards compliance.
Under U.S. law, toy manufacturers and sellers must comply with more than 100 different safety standards and tests, and toys must be certified for compliance before they can be sold. However, the rise in illegal toys is a pressing concern for consumers. As toy buyers are lured by promotions on social media that seem “too good to be true”, many unsuspecting shoppers may be unknowingly purchasing unsafe products from rogue sellers. Additionally, the popularity of some e-commerce platforms that do not have proper compliance checks and allow sellers to misrepresent their products increases the likelihood that unsafe fake toys will slip through the crackdown. It becomes more difficult for parents to differentiate between safe, legal toys and counterfeit ones.
The Toy Association actively works to promote toy safety year-round and recently concluded its fourth annual Toy Safety Awareness Month in November, working to educate consumers on safe play ahead of the holidays. All month long, toy professionals are encouraged to take advantage of the Toy Association’s comprehensive resources—from sharing tips on how to spot counterfeit products to playsafe.org, the industry’s premier consumer play safety resource—to educate parents and caregivers on what to do during the holidays Make informed decisions about buying toys online and in stores.
“Responsible toy manufacturers and retailers are committed to designing, producing and delivering compliance-certified safe products year-round,” said Joan Lawrence, the Toy Association’s Toy Safety Mom and senior vice president of standards and regulatory affairs. ) express. “Ensuring safe play is a shared goal and Toy Safety Awareness Month aims to highlight to families, caregivers and others how to ensure every play opportunity is fun and safe. Our resources guide consumers on how to avoid fake toys and provide Essential tips for holiday shopping so that every gift brings joy and is safe for children and families to enjoy.
Toy Safety Awareness Month is just one part of the association’s year-round safety efforts. The Toy Association also works 365 days a year on a variety of issues, including advocating for U.S. passage of anti-counterfeiting legislation such as the Shop Safe Act and encouraging tough enforcement against counterfeit products that do not meet U.S. safety standards, while leading ongoing reviews of safety standards and efforts Harmonizing standards around the world.
The Toy Association also provides year-round support to designers and manufacturers to ensure they are up to date with the latest safety standards and compliance regulations. Its scope includes introducing college students to toy safety basics, as well as hosting webinars on product compliance and updates to ASTM F963 requirements. The digital, on-demand safety education program also provides participants with a detailed overview of key state, federal and international safety regulations and requirements affecting industry.
The Toy Association’s top priority is toy safety and is committed to rigorous advocacy and consumer education – because safety concerns should never overshadow a child’s joy at receiving a new toy. To learn more about the Toy Association’s safety-related advocacy efforts, visit toysassociation.org/safety.
A version of this feature was originally published in The Toy Book’s 2025 International Journal of Innovation. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options!
