The Toy Industry Is Entering a New Era
A major shift is underway in the European toy market. The new EU Toy Safety Regulation brings tougher safety rules and introduces the Digital Product Passport (DPP) for toys.
This change marks a turning point for manufacturers, importers, and brand owners. From now on, traceability and data transparency will be at the core of compliance. Every toy placed on the EU market will need a digital record proving that it meets all safety requirements.
What’s Changing in the Toy Industry
- Digital Product Passport (DPP): Every toy will need a unique digital identity, a QR code or data carrier linking to verified compliance data, accessible to consumers and authorities.
- Stricter Substance Rules: New bans extend beyond current CMR (carcinogenic, mutagenic, or reprotoxic) substances to include endocrine disruptors, allergens, PFAS, and other chemicals of concern.
- Equal Oversight for Imports and Online Sales: Toys sold online or imported into the EU will be subject to the same standards as those produced locally.
- From Directive to Regulation: As a regulation, the new rules will apply directly across all EU member states, ensuring uniform enforcement and reducing national variations.
This means every business placing toys on the EU market must be ready to manage detailed product data and traceability across the entire supply chain.
Timeline and Rollout Plan
- October 13, 2025: The new EU Toy Safety Regulation was officially adopted. The deadline for revising harmonised toy safety standards (EN 71 series and EN IEC 62115) has also passed.
- February 2027: Certain new safety requirements related to batteries in toys will come into effect ahead of the main regulation.
- Mid-2028: The main provisions of the new Toy Safety Regulation, including the Digital Product Passport (DPP) and enhanced safety obligations, will become applicable.
- Transition Period: The regulation will fully apply after a four-and-a-half-year transition period following its entry into force, ensuring companies have time to adapt their systems and compliance processes.
In short: most businesses must ensure full readiness by mid-2028, with specific earlier obligations (like battery safety) taking effect in early 2027. Companies that prepare now will avoid disruption and gain a head start on compliance.
What You Need to Do to Prepare
If you’re in the toy business, preparation starts now. To comply, you’ll need to:
- Create and manage a Digital Product Passport for each toy model, capturing product identifiers, material origins, manufacturer/importer details, safety documentation, and testing data.
- Ensure full traceability from raw materials through production, packaging, and distribution.
- Link DPP data to your packaging or product via QR code or equivalent, ensuring visibility for regulators and online marketplaces.
- Update your compliance workflows to align with new chemical, safety, and labelling requirements.
- Integrate your systems, ERP, PLM, or logistics, to automatically feed and update DPP data.
Early preparation is the best way to protect your market access and avoid compliance disruptions.
How PSQR and Saga Make Compliance Simple
At PSQR, we specialise in traceability software that helps companies stay compliant, efficient, and data-ready in a changing regulatory landscape.
Our flagship solution, Saga, provides everything you need to manage the upcoming toy safety requirements and Digital Product Passport integration:
- End-to-End Traceability: Track every component and material from source to shelf.
- Digital Product Passport Creation: Generate and maintain DPPs seamlessly within your supply chain.
- Data Integration: Connect Saga with your existing systems (ERP, PLM, WMS, or others) for automatic data flow.
- Compliance Automation: Easily update and audit safety data when regulations evolve, no manual rework required.
- Risk Reduction: Prevent data errors, support smooth audits, and protect your brand reputation.
Saga ensures that your business is ready for the new digital compliance era.
Why Act Now
The new EU Toy Safety Regulation has been adopted and is moving toward enforcement. With most provisions becoming applicable by mid-2028, companies that act early will have a clear competitive advantage.
Getting started now means you’ll have time to adapt, test your systems, and build a compliant traceability foundation before the deadlines arrive.
Partner with PSQR – Your Traceability Expert
The future of the toy industry is digital, transparent, and data-driven. With PSQR’s Saga platform, you can move confidently into this future, ensuring compliance, efficiency, and consumer trust.
Contact PSQR today to learn how Saga can simplify your journey toward digital compliance and build a future-proof traceability system for your toys.
