Importing from China
China is the world's great toy manufacturer and sourcing at origin is very cost-effective. But toys are among the most regulated products there are, because their end users are children: they require the EN71 standard and CE marking, have strict limits on phthalates and heavy metals (REACH) and usually need safety certificates. Here we explain how it ships, which taxes and certificates apply and the critical points so your toy shipment arrives ready to sell without surprises.
Toys tend to be light but bulky (a lot of air in the packaging), so cost is driven by volume (CBM). The usual route is sea freight: a full container (FCL) for large orders, or groupage (LCL) for smaller quantities, sharing a container. Ordering the product in well-optimised master cartons saves volume.
Air freight is reserved for samples or urgent seasonal replenishments (Christmas rules): for volume it does not pay off. Watch out for toys with batteries or lithium cells (electronic or radio-controlled toys): they become dangerous goods and air freight applies restrictions; let us know, as it changes the regime and the documentation.
Most toys are classified under HS 9503 (tricycles, dolls, models, puzzles and other toys). The import duty into the EU is usually low or even 0 % for many toys, but it pays to confirm the exact heading with your broker. Import VAT is recoverable if you import as a business with your EORI and the customs entry is in your name.
To sell in the EU, toys require CE marking under the Toy Safety Directive, whose technical backing is the EN71 standards (physical and mechanical properties, flammability, migration of chemical elements). There are also limits on phthalates and heavy metals (REACH). You need the declaration of conformity and laboratory test reports. These are not “customs papers”, but without them the product cannot be sold.
Toys need CE marking and compliance with the EN71 standards (EN71-1 physical/mechanical, EN71-2 flammability, EN71-3 migration of chemical elements). Require the manufacturer’s declaration of conformity and test reports from a recognised laboratory, in writing and before you pay.
There are strict limits on phthalates (plasticisers) and heavy metals (lead, cadmium, nickel) under REACH and EN71-3 itself. It is the first thing market surveillance checks on toys; ask for material analyses.
As children use them, scrutiny is at its highest: small parts (choking hazard) with their warning and age marking, edges, cords, magnets. A non-compliant toy is not merely held: it can end up in a safety alert and market recall.
Electronic, light-up or radio-controlled toys carry batteries or lithium cells: that makes them dangerous goods for transport (especially air) and adds secure battery compartment requirements in the standard. Confirm it with the supplier.
To move toys, the usual choice is sea freight (FCL or groupage). We also handle customs clearance and confirming the tariff heading. Any doubts? Tell us and we will advise.
Note: duties, thresholds and regulations (Toy Safety Directive, EN71, REACH, battery rules) can change and depend on the exact type of toy and the destination country. This guide describes the general situation as of writing; confirm it with your customs broker before deciding.
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