Speaking up for reputable toymakers
and those who play with our toys


The BTHA is the voice of reputable UK toy manufacturers. We work hard to protect and promote the interests of our membership of responsible toy makers at a national, European and international level and to highlight the issues caused by illegal toy traders.

Don't Toy With Children's Safety

The BTHA's campaign to ensure safer online marketplaces

Watch our 2021 campaign video

View our reports

View and download the BTHA's Online Marketplaces Reports


2022 Report - Still Toying with Children's Safety

Published | 21 November 2022

2021 Report - Still Toying with Children's Safety

Published | 5 October 2021

2020 Report - Don't Toy with Children's Safety

Published | 5 October 2020

2019 Report - Don't Toy with Children's Safety

Published | 6 June 2019

Our Pledge

To put toy safety first and to hold online marketplaces accountable to keep UK children safe.

I have been a strong supporter of the BTHA in its fight against illegal and dangerous toys sold by third party sellers on online marketplaces. Many parents have turned to these online giants to source toys and games to educate and entertain their children since the onset of COVID-19 and many are unaware that these sellers may not adhere to the rigorous safety standards we expect from products sold in the UK. The BTHA’s important investigation has shed light on the prolific sale of these goods and the lack of responsibility for their regulation, I fully support their calls for accountability, more effective enforcement and improved consumer protection.

Neil Coyle MPMember of Parliament for Bermondsey and Old Southwark and BTHA Local MP

Simply paste in a listing URL here and you will get an indication of whether the product appears to be legitimate or not:

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Some of the issues we represent our members on:

Toy safety

Ethical manufacturing

Environmental issues

Responsible marketing to children and families

Data protection

Connected toys

Intellectual property


To support our advocacy work we commission research, attend meetings with MPs and civil servants, and host events on behalf of members.


We work with government, regulators and enforcement bodies in the UK to put forward the interests of British toy makers to ensure that we have the best possible regulatory regime which protects both responsible toy businesses and the children that play with our products.

In all the advocacy work we do we consider the interests of children and their families and their ability to learn through playing with our members’ toys. In doing so we are constantly monitoring legislative issues on behalf of our members to identify and address opportunities and threats to the toy business. We advocate from the beginning of the legislative process to ensure that the industry’s position is understood when new rules are being created, right through to implementation to ensure these rules are properly and fairly enforced.


We remain an active member of Toy Industries of Europe (TIE) which brings together national toy associations from across Europe as well as toy companies. Collaboratively, we work to engage with the European institutions on a multitude of legislative issues which impact toy businesses. We continue to work with European colleagues and policy makers in the changing European marketplace. The BTHA has been active in identifying impacts to the toy business as a result of Brexit and has engaged with politicians to highlight those issues over the past two years, as well as finding solutions for members and offering advice and training for companies to understand the business impacts.

The BTHA, through direct membership, and via members and experts, will continue to participate in standards committees and expert groups wherever those avenues remain open to UK industry.


We monitor the global toy landscape on behalf of members.  We are a member of the International Council of Toy Industries (ICTI) , with a membership made up of toy trade associations from across the globe. We come together twice a year to identify emerging threats and opportunities and to share best practice from around the world.