According to the latest figures from the European Statistical Office (Eurostat), in 2024, the European Union was a net importer of toys from outside the bloc. Imports from non-EU countries reached €7.1 billion, up €0.6 billion on the previous year, while extra-EU exports amounted to €2.5 billion, a €0.2 billion increase.
China was by far the largest supplier, accounting for 80% of all toy imports – about €5.6 billion – followed by Vietnam with 6% and the United Kingdom with 3%. Within the EU, Germany and the Netherlands were the biggest importers of toys originating outside the European Union.
The number of imports raises concerns beyond the EU’s reliance on Chinese-made goods. Tests conducted by consumer agencies in Belgium, Germany and Denmark have recently found that around 70% of products bought on popular low-cost online platforms such as Temu and Shein did not conform to European safety standards, with toys among the most problematic items.
Many items designed for children failed mechanical and chemical safety tests, presenting choking hazards or containing dangerous substances. None of the toys sampled from one platform met mechanical safety requirements, and only one from the other was compliant.
Increasingly, low-cost consumer goods sold on platforms such as Shein, Temu and Alibaba are also entering more traditional retail supply chains. Smaller and independent retailers online, under pressure from rising costs, are in some cases reselling lower-quality imported products. The ubiquity and scale of inferior toys being made available to children are a growing concern for parents.
Consumer bodies have also previously warned that a high flow of low-value parcels can strain market surveillance and customs enforcement and potentially increase the likelihood of exposing consumers to unsafe products.
In response to increasing pressures, EU governments have agreed on changes to how low-value imports are taxed. From July 2026, a flat €3 customs fee will be levied on parcels under €150 entering the bloc, a move aimed at levelling the playing field between non-EU online sellers and domestic retailers. The measure follows the formal scrapping of a long-standing duty-free threshold for low-value consignments, a change proponents say will both protect local businesses and bolster customs capacity.
The customs charge, applied per parcel rather than per item, will affect goods including toys, clothing and electronics that are often shipped individually from outside the EU. Officials say it should also help address environmental concerns by disincentivising the flood of small, separate shipments that contribute to emissions and waste.
However, concerns remain over whether the tariff will address safety issues and whether it will make a tangible difference to how packages are processed through major transport hubs.
The European Economic and Social Committee has further contributed to the debate by highlighting the carbon footprint of long-distance shipping for low-cost items, noting that container and air freight emissions add to the climate impact of imported goods. The vast volume of parcels entering Europe has prompted calls for tougher oversight, not only of safety standards but also of sustainability and product lifecycles.
The industry body Toy Industries of Europe (TIE) has urged families and carers to remain vigilant when buying toys, warning that unsafe products from unscrupulous traders continue to reach the European market and advising consumers to stick to reputable sources. TIE has also published a list of safety tips for parents unsure about the safety of the products they are purchasing. The guidance is available here.
