BTHA Guidance

Providing information and insights


The BTHA works with experts across a range of business concerns to help responsible companies in their business practices; to simplify the path to conformity, to guide best practice where there is a lack of regulation, and to provide insights specific to the toy sector.

Other BTHA Guidance


CE Mark

Every manufacturer or first supplier in the Community must place a CE mark on their toy to indicate that it has been made in conformity with the essential safety requirements of the directive. It is an enforcement mark (not a sign of quality or safety) and was established to ensure free movement of product throughout the European Union – a sort of passport for toys. It has to appear, along with the first supplier’s name and address “in a visible, legible and indelible form” on the toy or its packaging.

The Lion Mark

The Lion Mark was developed in 1988 by the BTHA to perform a function not covered by the CE Mark, namely, to act as a recognisable consumer symbol denoting safety and quality. Only BTHA members may apply to use the symbol. To display the Lion Mark, a BTHA member must have signed a licence agreement with the Association which sets out the terms of its use. Failure to abide by these terms will lead to revocation of the licence. The Lion Mark indicates the member’s adherence to the BTHA Code of Practice which includes the ethical and safe manufacture of toys, a ban on counterfeit goods, responsible marketing, a commitment to improving sustainability and a desire to promote the value of play. Unlike the CE Mark, therefore, the Lion Mark is truly a consumer symbol. It means that consumers can be assured that a toy which bears the Lion Mark has been manufactured by a BTHA member who believes in making good quality safe toys.

Approved Lion Mark Retailer

In 1991 the Toy Retailers Association (TRA) joined up with the BTHA to launch the Approved Lion Mark Retailer Scheme. Members of the TRA also follow a strict Code of Practice which demands they only sell products conforming to EN 71. As such, TRA members can display the above sign in their shops. This does not mean that all products in the shop carry the Lion Mark but that all products meet the Toy Safety Standard.

Age Warning

This pictogram began appearing on toys in 1995 and means “Warning – do not give the toy to children less than three years, nor allow them to play with it.” With the symbol, or in instructions included in the pack, will be given details of the hazard, e.g. “because of small parts”. This symbol replaces the warning “not suitable for children under 3 years,” which has often been confused with age advice – those discretionary guidelines used by the manufacturer to help the buyer match the product with a child’s age, interest and ability.