UK launches toy safety review as AI-enabled toys emerge

The UK government has launched a Call for Evidence on toy safety, including whether existing rules remain suitable as AI-enabled toys and online shopping create new risks for children.

The review is led by the Department for Business and Trade and the Office for Product Safety and Standards. It aims to assess whether the UK’s toy safety framework is fit for modern products and purchasing habits.

The government said the Call for Evidence will examine issues including chemical safety and toys that use AI features.

Consumer Protection Minister Kate Dearden said toy safety rules must keep pace with changes in how people shop and the types of toys children use.

The Call for Evidence is open until 6 October 2026 and invites views from parents, consumer groups, businesses, enforcement authorities and the wider public.

The review forms part of a wider UK programme to reform product safety rules, including measures aimed at unsafe goods sold through online marketplaces.

It does not introduce new toy safety rules immediately, but it will help the government decide how to update the framework.

Why does it matter?

AI-enabled toys raise product safety questions that go beyond traditional concerns such as chemicals, small parts or physical defects. Connected and interactive toys may involve software, data use, voice interaction, recommendation systems or adaptive behaviour, creating new risks for children and new responsibilities for manufacturers, retailers and online marketplaces. The UK review shows how AI is entering mainstream consumer product safety policy, not only digital regulation.

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