As global regulatory frameworks for toys continue to evolve throughout 2025, Chinese export enterprises face both significant challenges and opportunities for market differentiation through enhanced compliance measures. New regulations from major international markets and updated domestic export control mechanisms are reshaping the industry landscape, demanding strategic adaptations from manufacturers and exporters alike.
Expanded Export Inspection Regime
Since August 1, 2025, China's General Administration of Customs has implemented its "Announcement 2025 No. 150," which significantly expands the
scope of export commodities subject to spot inspection. While children's toys were already part of export inspections in 2024, the new regulation adds three major categories: lighting products, low-voltage electrical appliances, and functional clothing.
The updated inspection protocol emphasizes verifying consistency between exported goods and declared information, alongside enhanced inventory data verification. This shift from "occasional spot checks" to "regularized precision verification" means that discrepancies could not only delay shipments but also affect companies' future credit ratings—a potentially more serious consequence than financial penalties.
Key International Standard Updates
European Union: EN 71-13:2021+A2:2024
The European Committee for Standardization (CEN) published updates to EN 71-13:2021+A2:2024 concerning "olfactory board games, cosmetic kits, and gustative games". Effective since May 31, 2025, the revised standard introduces:
- Revised requirements for child-resistant containers, reintroducing closure test methods from EN 71-13:2014 Appendix C as the new Appendix E
- Maximum content requirements for flammable liquids in olfactory board games.
- Strict limitations on allergenic fragrances and enhanced labeling requirements.
The standard specifically addresses toys designed to help children identify different scents, create cosmetics like soaps and creams, or prepare food using edible components.
United States: ASTM F963-23 Implementation
The ASTM F963-23 standard has replaced ASTM F963-17 as the mandatory toy safety standard in the U.S. market, with key updates including:
- Enhanced battery compartment security: Fasteners must remain attached to battery doors during abuse testing, and specialized tools for opening battery compartments must be stored away from children
- Revised sound level requirements: Push/pull toys now have a higher sound level limit (94dB instead of 85dB) for noises produced by user action
- Clarified testing for older children: Toys intended for children over 8 years must now undergo abuse testing using conditions designed for 3-8 year olds
- Expanded scope for expandable materials: New requirements cover toys containing materials that can expand after exposure to liquids or those that might shrink during storage and re-expand
Platform-Specific Compliance Challenges
Cross-border e-commerce platforms have introduced additional verification layers. Since September 2025, Amazon's TIC (Third-Party Inspection Company) direct verification system requires sellers to use platform-approved for compliance checks, rather than relying on self-uploaded reports.
This change has created initial challenges for sellers like Mr. Zhang, who discovered that even with CNAS-certified laboratory reports, his products required re-testing through approved TIC agencies. The process revealed missing mechanical physical performance tests and insufficient safety warnings on packaging.
Compliance Strategies for Export Enterprises
Proactive Standard Monitoring and Implementation
Successful exporters have established dedicated compliance teams to monitor regulatory developments across key markets. Regular participation in industry forums and early engagement with testing agencies like Intertek, SGS, and CTL help companies anticipate changes rather than react to them.
Enhanced Documentation and Verification Processes
Companies are implementing more robust documentation systems that track:
- Material sourcing and supplier compliance certificates
- Production batch records with comprehensive testing data
- Packaging and labeling reviews for market-specific requirements
- Third-party verification through approved TIC agencies for platform compliance
Design Modifications for Technical Compliance
Product redesigns have been necessary to address specific new requirements:
- Reinforced battery compartments with secure fastening mechanisms
- Reduced sound levels where appropriate, particularly for push/pull toys
- Child-resistant containers for chemical-based toy kits
- Enhanced safety warnings and age-appropriate usage instructions
Supply Chain Transparency and Control
Forward-thinking manufacturers are implementing digital inventory management systems that synchronize real-time data between production facilities and overseas warehouses. Systems like KEYFIL's overseas warehouse management platform help maintain accurate records of inventory-declaration consistency, which is crucial for passing customs inspections.
Strategic Partner Selection
Companies are increasingly selective about their partners, prioritizing those with:
- Direct reporting capabilities to major e-commerce platforms
- Comprehensive service offerings covering multiple regulatory standards
- Rapid response times for testing and certification
Table: Major 2025 Regulatory Changes Affecting China's Toy Exporters
| Market | Standard/Regulation | Key Changes | Compliance Deadline |
| China Export | Customs Announcement 2025-150 | Expanded inspection scope to include lighting, low-voltage appliances, functional clothing | August 1, 2025 |
| European Union | EN 71-13:2021+A2:2024 | Revised container requirements, flammability limits for sensory toys | May 31, 2025 |
| United States | ASTM F963-23 | Enhanced battery security, revised sound limits, expanded material requirements | Effective since April 2024 |
| E-commerce | Amazon TIC Verification | Mandatory third-party检测机构 verification for toy sales | September 2025 |
Turning Compliance into Competitive Advantage
While adapting to these regulatory changes requires significant investment, leading companies are transforming compliance from a cost center into a market differentiation tool. Products that successfully meet stringent international standards often command price premiums of 15-30% and experience 22% higher sales volumes on e-commerce platforms.
Mr. Li, a cross-border seller of educational toys, noted: "What initially seemed like a compliance burden has actually become our business 'moat.' Our certified products not avoid delisting risks but have also gained higher consumer trust, with repurchase rates increasing significantly".
Future Outlook
The regulatory landscape for toy exports continues to evolve rapidly. Industry experts anticipate further enhancements to:
- Sustainability requirements addressing environmental concerns
- Digital safety specifications for smart and connected toys
- Supply chain transparency mandates extending beyond product safety to ethical production practices
Companies that establish robust compliance management systems today will be better positioned to adapt to these future requirements while maintaining access to key international markets.
Conclusion
The complex regulatory environment of 2025 presents both challenges and opportunities for China's toy export industry. By embracing comprehensive compliance strategies—from proactive standard monitoring to strategic partner selection—enterprises can not only navigate current requirements but also build stronger market positions through demonstrated commitment to product safety and quality.
As the industry continues to evolve, the ability to rapidly adapt to regulatory changes will increasingly separate market leaders from followers, making compliance expertise a valuable competitive asset in the global toy trade.
Post time: Sep-17-2025
