A regulatory storm is sweeping through the cross-border e-commerce toy market as platforms Temu and Amazon implement stricter safety testing and certification requirements for toy categories. Faced with rising costs and tight deadlines, toy sellers are now confronting a critical survival challenge.
Temu's New Semi-Managed Children's Toy Rules: 48-Hour Deadline
Effective December 5, Temu has introduced new regulations for semi-managed children's toys on its US marketplace, with sellers required to meet two strict requirements or face store restrictions or removal.
- Significant Deposit Increase: Store deposits have been raised to 30,000 RMB, which sellers must pay in full within 48 hours. Stores failing to comply will face functional restrictions, with severe cases potentially removed from the platform.
- CPC Certification as Mandatory: All toys targeting children aged 12 and under must provide a Children's Product Certificate (CPC) issued by Temu's approved testing agencies. Currently, the platform only accepts test reports from designated institutions in 10 EU countries including Denmark, Germany, and France.
The timeline adds further pressure. Temu mandates that by January 1, 2026, all semi-managed children's toys on its US marketplace must upload compliant test reports. Sellers failing to submit reports by December 31, 2025, will need to pay an additional 20,000 RMB or a one-time 50,000 RMB fee to maintain compliance eligibility.
With toy testing typically taking 15 to 30 days and costs ranging from hundreds to thousands of RMB, unprepared sellers face significant time and financial pressure. Immediate action is essential to avoid losing market opportunities.
Amazon Europe: Compliance Upgrade with Direct Validation
Meanwhile, Amazon is tightening compliance requirements for toys in its European marketplace. All toy products must now submit test reports meeting EN 71 (mechanical and physical safety) and EN 62115 (electrical safety for electric toys) standards.
Unlike previous practices, Amazon has fully implemented its Direct Validation (DV) system. This means sellers must conduct compliance testing through Amazon-approved Testing, Inspection, and Certification (TIC) agencies such as SGS, Intertek, or TÜV, with results submitted directly to the platform. Amazon no longer accepts seller-uploaded reports.
This system currently covers the US, Canada, UK, and multiple EU marketplaces, with expectations of further expansion.
High Compliance Costs: Nearly 1,000 RMB Per Product
The increased compliance costs present significant challenges for toy sellers. Each toy product requires individual testing, with industry estimates placing the cost of EN 71 and EN 62115 testing at approximately 100 EUR (about 780 RMB) per item. For stores with 100 SKUs, testing costs could reach 78,000 RMB.
Additionally, all toys sold in the EU market must display proper CE marking as a mandatory market access requirement.
Five Critical Steps for Toy Sellers
Facing these stringent compliance demands, toy sellers should immediately implement the following measures:
- Step 1: Clarify Regulatory Scope - Sellers must confirm whether their products fall under the "toys for children 12 and under" category to avoid violations. For borderline cases, professional consultation is recommended.
- Step 2: Secure Store Operations - Temu sellers should promptly pay the 30,000 RMB deposit to prevent restrictions. Simultaneously, begin preparing CPC certification materials including product images, packaging details, and importer information.
- Step 3: Select Approved Testing Agencies - Temu sellers must use designated EU testing agencies, while Amazon sellers must use approved TIC providers. Comparing costs, timelines, and services from multiple agencies is crucial.
- Step 4: Ensure Comprehensive Testing - Sellers must verify that testing covers all required items, particularly for electric toys needing both mechanical and electrical safety assessments.
- Step 5: Standardize Product Labeling - EU-bound products must display permanent CE markings with manufacturer details as specified by platform requirements.
Beyond Compliance: Branding as the Long-Term Solution
Industry analysts suggest toy category reforms may only be the beginning, with child products, small appliances, and kitchenware potentially facing similar strict regulations. Cross-border sellers must fundamentally improve product quality and safety to remain competitive.
Long-term success will favor brand-oriented sellers with CE, FCC certifications and stable supply chains, who typically receive platform support like search weighting and promotional opportunities. Developing distinctive brands with added value has become essential for sustainable growth in cross-border e-commerce.