How safe are your Black Friday toy bargains? Experts warn what to look out for
With toy sales on the up this Black Friday, parents are busy snapping up gifts for their kids – but Northampton-based experts have warned that their buys could be unsafe for their little ones.
New research from Omnisend suggests UK shoppers are spending more this Black Friday, with toys being one of the fastest-growing categories for buying – but there have also been warnings that some toys may not be safe.
An investigation by the British Toy & Hobby Association last month (October 2025) found 90% of toys it purchased through online marketplaces failed to meet UK safety rules.
The Child Accident Prevention Trust (CAPT) has also warned that many toys from unknown sellers on online marketplaces come from abroad and have not been safety tested.
To help guide parents on how to assess the safety of their Black Friday buys, Northampton-based children’s toy and clothing retailer My 1st Years has put together a list of warning signs that toys could be unsuitable or dangerous:
Paint – if a toy is painted, is the paint non-toxic and is it safe if a child were to put the toy in their mouth?
Small parts – if a toy has small parts, like eyes or buttons, these could be a choking hazard if they came loose and detached. Care should be taken with potential choking hazards, particularly for children aged under three – you may prefer to find an alternative version of the toy with details which are stitched instead of having small parts attached, particularly for babies.
Personalisation – personalised toys and clothing can be heartwarming keepsakes, but is important to check that adding a name has not compromised the integrity of the item. Where clothing has been personalised, check the embroidery doesn’t sit directly against delicate skin – if it does, it could irritate a baby or child’s sensitive skin.
Long cords or ribbons – if a toy has a ribbon attachment or similar which could come loose, this could be a strangulation or tourniquet risk.
Molly Ejdowski, spokesperson for My 1st Years, said: “There are some great savings to be had on Black Friday, which is helpful for parents who are looking to spread the cost of Christmas and make some great savings on gifts.
“While buying for young children is exciting, it’s important parents are aware that toys could have features which pose a safety risk.
“Our advice to parents is to do the necessary checks to satisfy themselves that toys are safe before wrapping them. That way, when Santa’s been, they can be assured that the toys their children unwrap on Christmas Day are all safe for them to play with.”
My 1st Years has a stringent testing process to ensure all design details, components, paints and -most importantly - its personalisation, are safe in terms of function, chemicals and flammability for babies and children to use every day.