Toy Safety - Consumer Awareness and Behaviour

This study on toy safety awareness and consumer behaviour was conducted by Behaviour & Attitudes on behalf of the Competition and Consumer Protection Commission. Key findings from the research include:

  • Age recommendation is a consideration for 3 in 4 (75%) toy purchasers and almost 3 in 5 (58%) consider other toy safety aspects, such as safety certified (34%), detachable/small parts (32%).
  • Among toy buyers, 1 in 3 (33%) spontaneously mentioned expecting to see the CE mark.   
  • On prompting, 71% of toy buyers mention the CE mark.
  • 4 in 10 would still buy a toy without the CE mark.
  • On discovering a safety issue:

    • The majority (89%) would return the toy to the shop.

    • However 6% say that they would take no action other than remove the defective toy from the child.

  • For the majority of toy buyers the main source of toys is from specific toy retailers or other high street retailers:

    • Approximately 1 in 7 use discount stores or purchase online,

    • 11% purchase toys in discount supermarkets.

    Download a presentation of the research findings.


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