CEO Jerry Storch has been describing how the firm is grasping the nettle on toy safety, ahead of the New York Toy Fair.
From the beginning of March, Toys R Us is imposing stricter standards on products shipped to it. Among the new regulations is the increased frequency of third-party testing, data coding and less use of lead and polyvinyl chloride.
CEO Jerry Storch said: "At end of the day, we feel quite strongly that consumers should be able to relax and enjoy the toys for what they are. The industry has come a long way in a very short period."
Storch said the new regulations will prevent plant managers from sending “golden sample” to test labs. Each shipment will also be tested with X-ray equipment on arrival, he added.
“We are formally requiring manufacturers to test every single batch they produce. We're going to send our own independent testers into the factories. They will actually pick the product from the production line," he said.
"The millions of toys recalled by Mattel would have been much smaller if they had been date coded," he also said. "So in today's world, you will only have to own recall the batch that was contaminated."
"We're not waiting for legislation to pass, we're moving forward now.”
The Toy Industry Association (TIA) is also expected to issue new regulations at Toy Fair this week.