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Quality Standards for Custom Toys: What Aussie Businesses Need

Last Updated: 25 July 2025

Personalised toys are frequently used as tools in brand promotion. They can leave a remarkable impression when distributed at events, included with purchases, or used in corporate gifting. However, when a toy—even a free one—is made for or likely to be used by kids, it has to meet strict legal requirements. Custom-printed toys in Australia must follow the same safety regulations as retail toys. This includes the compulsory AS/NZS ISO 8124 standard, which covers correct labelling, flammability, chemical exposure, and physical safety.

Why Branded Toys Must Follow Safety Standards

The law does not differentiate between toy-like items sold, distributed, or given for free. If a child is reasonably expected to play with the item, it is considered a toy. Not complying with the prescribed criteria poses several risks such as:

• Fines as a legal consequence under the Australian Consumer Law
• Obligatory recalls or annihilation of stock
• Harm and damage to reputation and consumer confidence
• Possible injury or harm to children, which could bring forward civil liability

Box ticking is not the sole contributing factor in this case. It is about balancing user protection policies and business risk. Consumers and regulators expect all offered items, whether complimentary or not, to prioritise safety and take responsibility.

Understanding AS/NZS ISO 8124

The AS/NZS ISO 8124 standard is the basis for the safety of toys in Australia and New Zealand. International laws require it for any item designated as a toy. The standard has been divided into several sections, covering everything from design safety to the safety of a toy’s chemicals.

1. Mechanical and Physical Hazards

All toys must be free of sharp edges and points. They should also not have removable parts that can become detached and cause a child to choke. Fingers must not be ‘pinched’ or ‘trapped’ in the toy’s moving parts.

2. Flammability

Materials need to be non-flammable or self-extinguish. The stuffing of soft toys, the fabric covering, and the foam must also pass specific non-ignition test requirements.

3. Chemicals

A toy should not contain dangerous chemicals such as lead, phthalates, or dangerous toxic materials beyond permissible levels. Paints and plastics are often flagged in routine audits.

4. Appropriate Age Labeling

Every item must be labelled with clear age recommendations and pertinent cautions and warnings. Warnings and instructions must be durable, in English, and easy to see. Toys are examined in accredited laboratories, where a real-world environment is simulated to explore their durability, safety, bay compliance, and stress-coping ability.

Key Safety Areas to Check Before Launch

Before the distribution of personalised toys, brands must evaluate the following:

• Choking Hazard: No parts should be able to be removed or detached that could potentially be swallowed.
• Safety of Material: All materials, such as surface finishes and stuffing, should be analysed for hazardous chemicals and allergic reactions.
• Ruggedness: Toys must withstand reasonable force without breaking or deforming.
• Design Misrepresentation: Misleading designs enabling younger users to interact with restricted items should be avoided.
• Usage marking and instructions: Mark guiding instructions on use, age, grading, and relevant warning.

Ensure Your Custom Toys Meet Standards

At Cubic Promote, we partner with licensed vendors and laboratories to guarantee that every product classified as a toy is compliant with AS/NZS ISO, as stipulated in the 8124 document. Custom products pose a challenge in compliance for most businesses. Still, our extensive experience guarantees that your branded items will pass all legal and safety tests, especially for items designed to be used by children. This is why we focus so much on QA/Safety testing and proper labelling from start to finish. If you want to advertise toys, our team can help you design branded toys that are eye-catching and fun while meeting critical regulations.

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