Traditional retailers are trusted

If parents don’t feel comfortable with buying online, they should go for peace of mind with a brand that is known and trusted. Most retailers now sell their stock online too and often they have more choice online than in their stores.

Research is key

Parents should search the company that makes the toy, and include the toy name in the online search. All toys that flouted Toy Safety Directive regulations in the British Toy & Hobby Association’s study were from third-party sellers. Never assume the marketplace has done any checks on these traders.

Check the reviews

While some reviews on product information can be unreliable and generated dishonestly, parents should try to assess who is responding, and pay particular attention to negative feedback that sounds very genuine. Customer feedback is vital in the research stage of buying a toy online.

Does the trader usually sell toys?

They should check the Amazon or eBay seller account and what their business focus is. If they don’t have a prior history of selling online toys then this could be a red flag. And again, check the reviews.

Check for a UK or EU address?

This should be listed somewhere on their site. Having an address is a legal requirement to sell toys in the UK. If parents can’t find their address then the seller is not accountable. And if they’re not accountable, what else are they not bothering to comply with?

Beware of the price

If the price is too good to be true, it probably is. The reason it might be cheaper is that it could be falling short of the standards required in the UK, with poor quality materials that may be unsafe. Quality testing and meeting the necessary safety regulations is costly to businesses, which is why genuine products can be more expensive to manufacture.

How to spot a counterfeit toy

If parents see the words ‘compatible with (brand name)’ on packaging or marketing, it could be that this product is posing as a genuine known brand.