For the first time, New Zealand is celebrating Toy Safety Week, a nationwide campaign dedicated to keeping children safe during play. Running from 20 to 26 October 2025, the initiative encourages parents, caregivers, and early childhood educators to make safer choices when buying and supervising toys.

Background

The campaign is a joint effort by Ririki Haumaru Safekids Aotearoa, MBIE Consumer Protection, MBIE Product Safety, Whānau Āwhina Plunket, Health New Zealand, and the Commerce Commission.

New ACC data published on the Safekids Aotearoa website shows that every year, an average of 1,250 toy-related injuries occur among children aged 0 to 3. Many involve choking, falls, or cuts that could have been prevented through better awareness and safer toy selection.

“These numbers show us that toy-related injuries are happening every day in our homes and communities,” says Mareta Hunt, Director of Safekids Aotearoa. “The good news is that we can prevent many of them with small, practical steps.”

Six Toy Safety Tips for Families

Kathryn Impelmans, National Injury Prevention Manager at Whānau Āwhina Plunket, reminds families that “play is essential for a child’s development, but it should also be safe.”

Here are six simple steps to help parents and caregivers keep playtime fun and risk-free:

  1. Size matters: Choose toys too large to fit in a child’s mouth, ears, or nose.
  2. Surface check: Avoid sharp or rough edges.
  3. String safety: Steer clear of long cords or strings that could cause strangulation.
  4. Supervision: Always read labels to know which toys require adult guidance.
  5. Volume control: Test noise levels to protect little ears.
  6. Swallow risk: Watch out for small parts or button batteries that can be swallowed.

“Taking just a few minutes to check your toy box at home can make a big difference,” says Kathryn. “Remove damaged or broken toys and dispose of them safely.”

Guidance for Retailers

Retailers are being urged to help prevent injuries by following New Zealand’s Children’s Toys Regulations 2005. Businesses should:

  • Stock only toys that meet national safety standards.
  • Avoid items with small detachable parts.
  • Provide clear safety information for toys that need assembly.
  • Stay alert even for items like books or crayons if they are sold for under three.

The Commerce Commission provides full compliance guidance for retailers and importers on its official website.

Shared Responsibility

“Toy Safety Week is a celebration of safe play,” says Simon Gallagher, Manager of Consumer Protection and Product Safety. “We all have a role to play, parents, caregivers, manufacturers, and retailers alike. Safety does not stop at the shop counter.”

He adds that families should regularly check for product recalls and report unsafe toys. Retailers and importers must also meet their legal obligations under the Consumer Guarantees Act and other product safety rules.

Why It Matters

Toy Safety Week reminds New Zealanders that small habits can save lives. A quick inspection before buying a toy, reading safety labels, and staying alert to recalls can prevent many of the 1,250 annual injuries that affect toddlers nationwide.

For resources, safety checklists, and videos, visit starship.org.nz/safekids/toy-product-safety or follow partner organizations on social media for daily safety tips throughout the week.

References

  1. Safekids Aotearoa – Toy Safety Week 2025 Media Release
  2. MBIE Consumer Protection – Product Safety Standards and Recalls
  3. Commerce Commission – Children’s Toys Regulations 2005
  4. ACC Statistics – Toy-related Injuries 2025
  5. Whānau Āwhina Plunket – Child Safety Resources