Toymakers, retailers and The Toy Association join the Buy Safe America Coalition in stance against counterfeits

The Toy Association and the Juvenile Products Manufacturers Association have been joined by Elf on the Shelf, Crazy Aaron’s Thinking Putty and a growing number of toy manufacturers in joining the Buy Safe America Coalition, a group of retailer, consumer groups, and manufacturers taking a stance against the sale of counterfeit goods.

The Coalition has been established in support of the fight against organised retail crime and the efforts to protect consumers and communities from the sale of counterfeit and stolen goods.

In the most recent update, a swathe of toymakers have joined the cause, including the likes of Magformers and The Queen’s Treasures – a designer and manufacturer of premium quality doll clothes and accessories – to demonstrate the dangers posed by knockoff and counterfeit toys and children’s products that fail to meet safety standards.

In addition to rallying against the numbers of these products sold via online marketplaces, toymakers from across the US are gathering virtually with Capitol Hill lawmakers this week to share their stories and demonstrate the real impact unsafe counterfeit toys are having on their businesses and communities.

“The toy community is committed to ensuring the safety of children’s products sold both in stores and online,” said Ed Desmond, SVP external affairs, The Toy Association. “Unfortunately, honest and legitimate toy sellers are forced to compete with bad actors that are pushing unsafe goods simply designed to deceive.

“We need to be doing more to limit these counterfeits and knockoff toys and children’s products, and we can start by collecting verified information for sellers to make online marketplaces safer for parents and all shoppers.”

Counterfeit toys purchased from third-party sellers on the largest online marketplaces have been found to contain hazardous chemicals, be deceptively labeled or can be outright banned by federal regulators, posing serious health risks to children and infants.

More than one in three toy-purchasing parents reportedly do not know that counterfeit toys are not always tested for safety, according to research conducted by the Toy Association last year.

“We need to be taking every step possible to ensure the safety of products made for children and infants,” said Kelly Mariotti, executive director, Juvenile Products Manufacturers Association.

“Products containing hazardous chemicals and deceptive labels have no place in the toy industry. Online marketplaces need to be doing more to stop the sale of these products with hidden safety risks before they are reaching families and putting children and infants in harm’s way.”

In December 2018, a four-year-old in Wisconsin was rushed to the hospital after he swallowed 13 tiny magnets from a knockoff magnetic construction tile toy that did not meet federal safety standards and was purchased on Amazon.

“For unsuspecting parents, knockoff magnetic toys and other unsafe toy products are often listed right alongside our legitimate products on popular online platforms,” said Chris Tidwell, CEO of Magformers LLC. “These counterfeit toys not only leave parents feeling duped and children disappointed, but also pose serious health hazards. The bottom line is that online platforms need to do a better job of keeping knockoffs off of the marketplace.”

“We care deeply about the safety and authenticity of our brands,” said Mike Champion, The Lumistella Company. “Yet, current laws governing transactions on online marketplaces allow unsafe and fake children’s products to flood in from fraudulent sources overseas.

“We strive to create family moments with our products, and we put tremendous effort into having a positive impact in the lives of children and their families. Those efforts are undermined by current gaps in the law that allow counterfeiters to exploit online marketplaces. Makers of family-friendly products, and the families that buy them, need urgent action from lawmakers to put an end to this problem.”

Visit for more information about the growing problem of stolen and counterfeit goods and solutions to better protect consumers and businesses.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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