by MADDIE MICHALIK, Assistant Manager of Content and Digital Communications, The Toy Association
As kids made their holiday wish lists and checked them twice, nine in 10 parents turned to online marketplaces to complete their toy shopping, 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, this ease may come with hidden risks if shoppers aren’t paying close attention to the sources from which they purchase toys.
Alarmingly, nearly half (47%) of parents reported purchasing a toy online that they later discovered or suspected was counterfeit. This surge in counterfeit products has left many parents questioning the legitimacy of their purchases, with three in four parents (75%) believing it’s increasingly difficult to identify fake toys and games. Why does it matter? A toy from a company in a rush to make a buck that doesn’t comply with copyright law also likely skips the all-important compliance with safety standards.
By law in the U.S., toymakers and sellers must comply with more than 100 different safety standards and tests, and toys must be certified as compliant before being sold. However, the rise of illegitimate toys is a pressing concern for consumers. With toy purchasers lured by deals proliferating across social media that seem “too good to be true,” many unsuspecting shoppers may unknowingly purchase unsafe products from rogue sellers. Additionally, the popularity of some e-commerce platforms that do not have compliance checks in place and allow sellers to misrepresent products increases the likelihood of unsafe, counterfeit toys slipping through the cracks. Distinguishing safe, legitimate toys from their fake counterparts becomes even more daunting for parents.
The Toy Association has been active in its year-round efforts to promote toy safety, most recently concluding its fourth annual Toy Safety Awareness Month in November, dedicated to educating consumers about safe play ahead of the holidays. Throughout the month, toy professionals were encouraged to utilize The Toy Association’s comprehensive resources — from sharing tips on how to spot fake products to playsafe.org, the industry’s premier play safety resource for consumers — to educate parents and caregivers to make informed decisions when holiday toy shopping, both online and in stores.
“Responsible toy manufacturers and retailers work year-round to design, produce, and deliver safe products that are certified as compliant,” said Joan Lawrence, The Toy Association’s “Toy Safety Mom” and Senior Vice President of Standards and Regulatory Affairs. “Ensuring safe play is our shared goal, and Toy Safety Awareness Month aims to reinforce to families, caregivers, and others how to ensure that every play opportunity is fun and safe. Our resources guide consumers on how to avoid counterfeit toys and provide essential tips for holiday shopping so that every gift brings joy and is safely enjoyed by children and families.”
Toy Safety Awareness Month is just one component of the Association’s year-round safety efforts. The Toy Association also works 365 days a year on issues including advocating for the passage of counterfeit-curbing legislation in the U.S., like the SHOP SAFE Act, and encouraging tough enforcement of counterfeit products that do not comply with U.S. safety standards, while leading the ongoing review of safety standards and efforts to align standards around the world.
The Toy Association also supports designers and manufacturers throughout the year to ensure they are up to date on the latest safety standards and regulations for compliance. This ranges from presenting toy safety fundamentals to university-level students to 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 the key state, federal, and international safety regulations and requirements impacting the industry.
The Toy Association’s No. 1 priority is toy safety, with a commitment to rigorous advocacy work and consumer education — because safety concerns should never overshadow a child’s joy of receiving a new toy. To learn more about The Toy Association’s safety-related advocacy work, visit toyassociation.org/safety.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
