Toys — colourful, imaginative, and cherished — are an essential part of every childhood. But behind the joy they bring lies a serious concern: the toy industry is one of the most plastic-intensive sectors globally. Most branded toys are made from petroleum-based plastics, which take hundreds of years to decompose. This poses not just an environmental issue, but also a direct safety risk to children.
What Do We Really Look for in Toys?
What influences your decision when buying toys? Brand name? Store reputation? Price? Certification or accreditation?
In a quick survey we conducted last week, the top factors parents mentioned were:
- "Good Brand"
- "Known Store"
Surprisingly, only two people mentioned product certification as a selection criterion.
Most of us assume that if a toy comes from a reputable brand or store, it must be safe — especially since it's meant for children. But the growing presence of cheap, brightly colored plastic toys — especially as return gifts and impulse buys — is making safety harder to guarantee.
What's Hiding in Plastic Toys?
A 2021 study published in Environment International identified over 400 chemicals of concern commonly found in plastic toys. These include:
- Phthalates
- Bisphenols
- Flame retardants
- Heavy metals like lead and cadmium
- Aromatic amines
These substances are linked to:
- Hormonal (endocrine) disruption
- Cancer
- Neurotoxicity
- Developmental disorders
Children — especially infants and toddlers — are more vulnerable due to frequent mouthing and their smaller body mass. Alarmingly, many of these substances were found above safe thresholds.
Other reports reinforce this:
- Investigations by The Independent (UK) found excessive levels of lead and cadmium in many cheap plastic toys.
- A Reuters investigation revealed that even toys with CE markings sold in Europe were found to be non-compliant upon testing.
Even branded toys are not always safe.
Flooded Markets and Fading Trust
Globally, the toy industry is dominated by Chinese manufacturers. To control the entry of substandard imports, India’s Directorate General of Foreign Trade (DGFT) issued a notification in December 2019 mandating sample testing of every consignment. Toys can only be sold after passing quality checks.
This was followed by the Toys (Quality Control) Order, 2020, issued by the Indian government. Effective January 1, 2021, all toys sold in India — whether manufactured domestically or imported — must be certified by the Bureau of Indian Standards (BIS) and carry the ISI mark under BIS Scheme–I.
This means:
No person shall manufacture, import, distribute, sell, hire, lease, store, or exhibit for sale any toy without the ISI mark.
This was a big step forward. But exemptions were later introduced — for example, domestic toy makers in specific categories and imported toys up to 300 units for R&D purposes. This created loopholes that some sellers are exploiting.
Is BIS-Certified the Norm or the Exception?
Here's a startling fact: the world's largest toy manufacturing country is not even listed among certified exporters under BIS for India. Yet, their toys are everywhere — in stores, e-commerce platforms, and even premium outlets.
Many imported toys sold in India are not BIS-certified, possibly due to:
- The 300-unit exemption
- Unregulated inventory
- Grey market imports
Still, the existence of a regulation is important. And enforcement has slowly begun to catch up.
Recent Raids: A Wake-Up Call
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In May 2025, BIS raided a FirstCry warehouse, uncovering substandard toys and baby products worth ₹1.43 crore.
👉 Read more here
BIS discovered: - 36,924 units
- Across 33 different products
- Several carrying forged or misused ISI marks
-
In March 2025, Amazon and Flipkart warehouses were raided, and uncertified toys, kitchen appliances, and electrical goods were seized.
👉 Full article here
These incidents highlight a critical issue — lack of enforcement and false labeling in the organized market. Now you can imagine the situation in the unorganized market.
BIS certification ensures toys are free from:
- Choking hazards
- Sharp edges
- Toxic substances like lead and phthalates
What Should You Do as a Parent?
Simple steps can make a big difference:
- Avoid toys without certification. Always look for the ISI mark.
- Discard toys that emit fragrance, release color, or feel chemically treated.
- Encourage hygiene. Ensure kids wash their hands after playing.
- Educate yourself and others. Talk about toy safety in your parent groups.
- Choose better. Support products with minimal packaging, no PVC, and recycling instructions.
How to Check if a Toy is Certified
Want to verify if a toy is BIS-certified in India?
🔗 Check the BIS Certification List
Bought a Chinese toy and want to verify if it has CCC certification?
Want to know if a toy has been recalled globally?
Looking Ahead: Safety First, Always
India’s recent regulations have raised the bar for toy safety. But challenges remain:
- Illegal imports
- Loophole exploitation
- Lack of a formal recall mechanism
To build a truly safe toy ecosystem, we need:
- Clearer instructions to retailers
- Broader public awareness
- Stronger checks
- Public participation . If you see toys in your market which lack the certification or you find it unsafe or sub-standard report the same to BIS for kids safety.
The toy market is filled with attractive options — but as parents, we must go beyond appearances. Whether it's a cute plush or a teething ring, don’t assume it’s safe just because it’s expensive, new, or imported.
Contd : Part -2 - Toy Story of Sustainability
