The Government has launched a major consultation on toy safety regulations, focusing on emerging risks from artificial intelligence and online sales, to ensure children are protected in a rapidly changing market.
The Call for Evidence, announced today (6th July), will examine whether the UK’s toy safety framework remains fit for purpose as new technologies emerge and more purchases move online . It seeks views from parents, consumer groups, businesses, enforcement authorities, and the wider public until 6th October .
The review will specifically examine risks associated with AI-enabled toys and internet-connected smart toys . Concerns have been raised about data privacy, exposure to inappropriate content, and unpredictable engagement patterns with children .
Consumer Protection Minister Kate Dearden said: ‘Every parent should be able to buy toys for their children with complete confidence that they are safe.
‘But the way we shop, and the toys children play with, are changing rapidly as new technologies emerge and more purchases move online. It’s vital that our safety rules keep pace, and this Call for Evidence will ensure we can do that.’
The Call for Evidence will also examine chemical safety, including potential restrictions on endocrine disruptors and other harmful substances . The Government is considering whether to align with the new EU Toy Safety Regulation, which introduces stricter chemical rules and Digital Product Passports.
Online marketplace obligations will also be reviewed, building on the March 2026 launch of a ‘once-in-a-generation’ product safety reform programme.
The toy safety review forms part of wider Government action to strengthen consumer protections. New laws have already been introduced against fake reviews and drip pricing, with action against subscription traps underway. An ambitious consumer action plan is expected later this year .
The Department for Business and Trade is also conducting practical safety testing of AI toys through the Office for Product Safety and Standards, following warnings from researchers and campaign groups about the potential impact on children’s development
In March, a Unversity of Cambridge report called for AI toy safety standards to protect young children. Researcher Dr Emily Goodacre said: ‘Generative AI toys often affirm their friendship with children who are just starting to learn what friendship means.
‘They may start talking to the toy about feelings and needs, perhaps instead of sharing them with a grown-up. Because these toys can misread emotions or respond inappropriately, children may be left without comfort from the toy – and without emotional support from an adult, either.’
Photo: tommao wang
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