20 October 2025
Ririki Haumaru Safekids Aotearoa, MBIE Consumer Protection, MBIE Product Safety, Whānau Āwhina Plunket, Health New Zealand, and the Commerce Commission have joined forces to launch Toy Safety Week, running from 20–26 October 2025. The campaign is designed to empower parents, caregivers, kōhanga, and early childhood providers to make safer choices when buying, storing, and supervising toys.
New ACC statistics being published on the Safekids Aotearoa website, show that an average of 1,250 toy-related injuries occur each year among our most vulnerable children (aged 0–3). Many of these incidents, including choking hazards, falls, and cuts, are preventable through simple safety checks and informed choices by parents, caregivers, and retailers.
“These numbers show us that toy-related injuries are happening every day in our homes and communities,” says Safekids Aotearoa Director, Mareta Hunt.
“The good news is that we can prevent many of them with small, practical steps.”
Tips for Parents and Caregivers
“Play is essential for a child’s development, but it should also be safe,” adds Kathryn Impelmans, Whānau Āwhina Plunket National Injury Prevention (Child Safety) Manager.
Families are encouraged to follow these six simple safety steps when buying or checking toys:
- Size matters – Ensure toys are large enough to not be put in their mouth, ears or nose.
- Surface check – Look for smooth finishes and avoid sharp edges.
- String safety – Avoid toys with long cords or strings.
- Supervision and safety instruction – Check packaging and know which toys need adult supervision.
- Volume control – Make sure toys aren’t too loud for little ears.
- Swallow risk – Watch for small parts or items like button batteries that could be ingested.
“This week is about empowering whānau to make confident decisions when choosing new toys or keeping older ones” says Kathryn.
“Taking just a few minutes to regularly check your toy box at home can make a big difference. Remove broken or damaged toys and dispose of them responsibly.”
Advice for Retailers
Retailers also play a vital role in keeping playtime safe. Toy retailers are urged to:
- Ensure toys marketed for children under 36 months comply with New Zealand’s Product Safety Standards (Children's Toys) Regulations 2005.
- Don’t stock toys with small removable or breakable parts.
- Clearly communicate safety information for unassembled toys.
- Stay vigilant even with exempt items like books or crayons if marketed to young children.
Retailers can find detailed guidance on safety standards at the Commerce Commission website.
A Shared Responsibility
“Toy Safety Week is a celebration of safe play,” says Simon Gallagher, Manager of Consumer Protection & Product Safety.
“We all have a role to play, parents, caregivers, and retailers alike. Toy Safety Week reminds us that safety doesn’t stop at the shop counter.
“Manufacturers, importers, and retailers must meet strict safety standards, while whānau are encouraged to check for recalls, report unsafe products, and exercise their rights under the Consumer Guarantees Act.
“Together, we can create a fun, secure environment where tamariki can explore, learn, and grow safely.”
For more information, resources, and safety checklists, visit www.starship.org.nz/safekids/toy-product-safety or follow us and our partners on social media.
