Toys help children learn, play, and explore the world. But many toys, particularly those available from online marketplaces contain harmful chemicals that can pose serious health risks to babies and children.
This Green Baby Day (11 June 2025), Wen is calling for stronger protections, safer products and environmental justice for all families.
Why We’re Talking About Toxic Toys
The average child in the UK owns 238 toys, but many of these could contain harmful chemicals – especially imported, plastic-based toys sold cheaply online.
Children are more vulnerable to chemical exposures than adults. Their organs and immune systems are still developing and they handle, chew and mouth toys, which can lead to exposure to harmful substances such as:
- Phthalates (used to soften plastic)
- Bisphenol A (BPA)
- Heavy metals like lead and cadmium
- Flame retardants
- Volatile Organic Compounds (VOCs) and formaldehyde
These chemicals are linked to hormone disruption, developmental and neurological disorders, respiratory issues, and even cancer.
Consultant obstetrician Dr Karen Joash, who supports the campaign, says:
“We now understand just how much early environmental exposures affect long-term health – from fertility to cancer risk. These chemicals don’t belong in our children’s lives, and yet families are unknowingly bringing them into their homes through toys they assume are safe.
Weak regulations and unfair risks
The new Eu toys safety laws have made a historic move to ban EDCs, PFAS (known as forever chemicals), and Bisphenols from toys. Meanwhile, the UK is at risk of falling behind.
With 80% of the UK’s toy market made up of cheap items such as plastic dolls and soft toys, many bought online, parents face an uphill struggle to identify what’s safe. Imported and second-hand toys, including many older plastic items, often contain banned substances that leach over time.
This is more than a safety issue – it’s an environmental justice issue
Families already facing structural inequality are more likely to experience the compounded burden of toxic exposure: living near polluting industries, having less access to safer alternatives, and being targeted by low-cost, under-regulated products.
What Needs to Change
Through our Green Baby campaign, Wen is calling for:
- A UK ban on PFAS, EDCs and Bisphenols in children’s toys, in line with new EU rules
- Stronger enforcement of third-party online sellers
- Clearer labelling and safety information for parents and carers
- Environmental justice at the heart of UK chemicals policy
Green Baby Day: What you can do
- Look for labels and certifications including – Oeko-tex, Gots (Global Organic Textile Standard), UKCA, Wood (FSC-certified) and food grade silicone. Read our new Playing Safe briefing
- Support our campaign by calling on the UK Government to match or exceed the EU’s new safety standards on toys
- Help raise awareness by sharing what you’ve learned with friends and family
- Sign up to our newsletter for campaign updates
Ivie Itoje, Green Baby Day Campaign Manager at Wen, says:
“Every child has the right to a safe and healthy start in life. That shouldn’t depend on how much a toy costs or where a baby is born. It’s time for the UK to catch up with international standards, close dangerous loopholes, and protect the next generation from toxic exposure.”
Find out more and take action at wen.org.uk/greenbaby
