The Toy Association Statement on Counterfeit Toys & Safe Shopping

All toys sold in the U.S., regardless of where they are made, must comply with strict U.S. standards. Every company that sells products in this country is responsible for ensuring their toys are safe. Mandatory testing and certification by independent, government-accredited testing laboratories verifies a toy’s compliance with U.S. federal regulations.

Whether shopping online or in store, consumers should make sure they are buying from a reputable seller. Toys sold by legitimate and known sellers are tested for compliance with over 100 strict safety standards and tests, including: a highly effective small parts regulation developed with the help of pediatricians, strict battery and magnet requirements, requirements to ensure the sturdiness and reliability of toys, and stringent limits for lead and other chemicals in toys, among many others.

Toys sold by legitimate sellers will comply with these requirements. Unfortunately, not all sellers are created equally, and a minority may not comply with government requirements.

Families are advised to do their homework when shopping for toys online (especially on popular marketplace sites where numerous sellers operate on a vast platform). The Toy Association encourages shoppers to spend a few minutes digging into a lesser-known online seller’s background, by searching for the company’s official website and About Us page and carefully reading reviews. If they can’t find a website for the manufacturer or seller at hand, it’s considered a red flag. Multiple grammatical errors in a product description or review, or poorly photoshopped pictures, are additional red flags that indicate a toy may be a counterfeit or imitation product.

Another way for gift-givers to ensure they are purchasing legitimate, safe toys is by visiting a brand’s website and following the provided links to official retailers selling their products. Or, if the option is provided, it is advised to purchase the toy from the brand’s site directly.

We all want to find a good deal on a toy, but safety comes first. If a deal seems too good to be true, the product might be a counterfeit or imitation toy. A fake toy or cheaper alternative might be unsafe. It’s just not worth the risk.

The Toy Association and its members work year-round with government agencies and leading e-commerce platforms to combat the issue of unsafe products.

This statement was reaffirmed by The Toy Association in October 2025.