Toys as the Next DPP Category


by Courtney Smith

A child playing with a toy truck to illust

What new regulations mean for the toy market

Ensuring the safety of children is paramount, which is why EU toy safety rules are some of the strictest in the world. However, new safety requirements are on their way in the next two years that will further protect children from harmful chemicals, with a requirement for toy producers to include Digital Product Passports (DPP) on their products. The introduction of Digital Product Passports for toys will revolutionize safety and transparency in the industry.

Why DPPs make sense for toys

DPPs are intrinsic to the regulatory updates because they allow toy producers to record and update every piece of data about a toy’s materials and manufacturing within a scannable digital code. This revolutionizes the transparency and traceability of a toy producer’s entire supply chain, helping prevent harmful chemicals like endocrine disruptors or those that affect immune, neurological, or respiratory systems from finding their way into the toys. Additionally, it enables the removal of defective toys before they get into the hands of young consumers.

So the ability to trace every aspect of a toy’s life cycle – from manufacturing to the consumer and beyond, to end-of-life recycling – ensures more accountability of the materials used and allows for faster identification and recall of defective or harmful products. DPPs also enable brands to track what happens to toys after they’re purchased, creating more accountability for responsible recycling and carbon footprint tracking.

An Easier Way to Staying Compliant

DPPs for toys help producers stay compliant by providing easily accessible and verifiable data, including material composition, the “what, when, where and how” of the toy’s manufacturing process, and documentation of safety tests and certifications.

Instructions for safe use, disposal, and recycling can also be included in DPPs, minimizing environmental harm and adhering to environmental compliance guidelines. 

Getting Ready for DPPs

By early 2025, regulatory bodies will be drafting proposals for DPPs, consulting with toy manufacturers, consumer groups, and environmental organizations before finalizing regulations.

There then follows a grace period until the end of 2026, allowing for manufacturers to adapt their processes for compliance. This includes implementation of new technology and procedures to integrate DPPs into their existing production processes. 

Enforcement of DPP regulations will begin in early 2027, with penalties for non-compliance.

DPP for Toys: A Worthwhile Investment

Implementing DPPs will involve considerable costs for toy producers, of course, including training, technology, and packaging redesign. However, the benefits for brands are significant:

  • Consumer Trust: Increased transparency in toy supply chains means more accountability and sustainability in the eyes of the consumer, thus greater consumer trust in the brand.
  • Competitive Advantage: Recording all aspects of quality and safety can give brands an edge over competitors, enhancing reputation and customer loyalty.
  • Sustainability Goals: DPPs not only align with sustainability initiatives, but help improve them by promoting sustainable materials and recycling practices.

Rather than viewing the challenges of implementing DPPs as obstacles, it’s important to realize how much your brand stands to gain from increased safety, transparency, and customer loyalty.

Kezzler: Enabling Brands to Meet the DPP Challenge

Kezzler empowers brands to embrace the Digital Product Passport concept, providing consumers with enhanced knowledge and confidence. Our digital ID solutions allow manufacturers to securely track and trace their products throughout the entire supply chain. This level of visibility is crucial as new regulations and consumer expectations reshape the toy industry. With Kezzler’s solutions, ensuring the safety, transparency, and authenticity of your toys becomes straightforward and reliable.

Book a meeting with Kezzler today to learn more about the EU DPP and how to implement it for your brand.

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