How to Export British-Made Toys to the EU: A Practical Guide

Europe offers exciting opportunities for UK toy manufacturers. Exporting involves multiple steps, from compliance and customs to logistics, but with the right guidance, it can be a predictable and manageable process.

British-made toys are loved across Europe for their creativity, craftsmanship, and safety, qualities that continue to set them apart in a crowded market. With the right strategy, exporting can open up lucrative opportunities and help your brand grow internationally. This guide walks you through what you need to know to get your products into EU markets efficiently, helping you avoid common pitfalls and plan effectively.

 

Is It Worth Exporting to Europe?

Many UK toy manufacturers wonder if it’s worthwhile to export. The answer is yes, particularly if your products are high-quality and carry the “Made in Britain” mark. European buyers often value British craftsmanship and safety standards, giving your toys a competitive edge.

Tip: Focus on markets that appreciate quality, innovation, and heritage.

 

Target Markets for First-Time Exporters

If this is your first time selling into Europe, some countries are more likely to offer success:
• Germany: Largest toy market in Europe, known for quality-conscious consumers.
• France: Strong retail sector and appreciation for premium brands.
• Netherlands and Belgium: Key distribution hubs with open attitudes toward imports.
• Nordic countries (Sweden, Denmark): Smaller markets with high purchasing power and preference for sustainable toys.

Tip: Start with one or two target countries and scale gradually as you gain experience.

 

Understand the Regulatory Requirements

Before shipping, make sure your toys comply with EU regulations:
• Safety standards: All toys must meet EU requirements, including CE marking.
• Documentation: Prepare proper customs paperwork, such as commercial invoices and product declarations.
• Country-specific rules: Some countries, including Germany, France, and Italy, may have additional labelling or safety requirements.

Tip: Attention to these details reduces delays and prevents fines. Crossborder Logistics has extensive experience helping British toy manufacturers export overseas and can advise you if you need support.

 

VAT, Duties, and Tax Considerations

Since Brexit, UK exporters need to consider:
• VAT registration: Some EU countries require a local VAT number for imports.
• Import duties: These vary depending on toy type and value.
• EORI numbers: Essential for customs clearance across the EU. Crossborder can assist you in securing EORI numbers to streamline your shipments.

Tip: Handling VAT, duties, and EORI numbers correctly ensures predictable costs and smoother shipments. Crossborder Logistics can assist with VAT registrations and EORI applications across European territories, helping you stay compliant and efficient.

Did You Know? British-made toys often command a premium in certain EU markets due to their quality, design, and heritage. Highlighting the “Made in Britain” advantage can help justify higher pricing and attract buyers.

 

Choosing the Right Shipping Method

Selecting the best freight option depends on speed, cost, and product type:
• Road freight: Cost-effective for neighbouring EU countries and ideal for bulk shipments.
• Air freight: Faster but more expensive, suitable for seasonal spikes or high-value items.
• Ocean freight: Efficient for very large shipments with flexible timing.

Tip: Fragile or high-value toys benefit from careful packaging and handling. Plan ahead to protect your products.

Timeline: Depending on your chosen method, door-to-door shipping can take:
• Road freight: 3–7 days
• Air freight: 1–3 days
• Ocean freight: Several weeks

 

Packaging and Labelling

Proper packaging ensures goods arrive safely and meet compliance standards:
• Use sturdy boxes and protective padding.
• Include all required EU labelling and language information.
• Consider palletisation to optimise handling and transport efficiency.

Tip: Well-packaged products reduce damage, returns, and costs, while also demonstrating professionalism to EU buyers.

 

Selling via Amazon FBA and Other Channels

Many UK toy exports go through Amazon FBA, but traditional and direct-to-consumer channels remain just as important.

Amazon FBA:
• Efficient EU-wide distribution.
• Crossborder Logistics has a long-established relationship with Amazon and regularly manages both compliance and deliveries into FBA centres.

Non-Amazon Channels:
• Retailers or direct shipments may have different logistics requirements.
• We can coordinate customs clearance, VAT, and multi-destination delivery.

Tip: Understanding both channels helps ensure your toys reach the right customers reliably and on time.

 

How Toy Exporting Differs from Other Products

Toys are highly regulated, making exporting different from other products:
• CE marking, safety standards, and age-specific labelling are stricter than for many goods.
• Fragility, seasonal demand, and packaging requirements add complexity.
• Electronics, battery-powered, or chemical-based toys require extra safety testing and documentation.

Tip: Partnering with an experienced logistics provider like Crossborder ensures these complexities are handled correctly and efficiently.

 

Common Mistakes to Avoid

• Overlooking compliance requirements.
  • Miscalculating VAT or duties.
  • Using unreliable carriers.
  • Ignoring seasonal demand peaks.
  • Skipping product-specific regulations, particularly for electronic or complex toys.

 

How Crossborder Can Support Your Exports

For first-time exporters, managing freight and logistics can feel overwhelming. Most manufacturers outsource these tasks to a 3PL or freight forwarder to:
• Book shipments and select the best carriers.
• Handle customs documentation, VAT, and duties.
• Coordinate multi-destination delivery, whether to Amazon FBA, retailers, or direct-to-consumer channels.

With extensive experience in EU toy exports, Crossborder provides:
• Guidance on compliance and documentation.
• Flexible logistics for both Amazon FBA and other retail channels.
• Door-to-door delivery across the EU, tailored to your business needs.

Contact our team to discuss how we can simplify your EU toy exports and support your growth: hello@crossborder-logistics.com

 

Conclusion

Exporting toys to the EU can be straightforward with careful preparation. Planning effectively, understanding compliance, and working with a reliable logistics partner are key to ensuring your products reach customers efficiently and cost-effectively.

At Crossborder, we’ve seen how the right logistics plan can turn complex exports into smooth success stories. Whether you’re shipping your first batch or scaling production, we’ll help you move with confidence.

Next steps: Watch for upcoming guides on country-specific requirements for exporting toys to Germany, France, and Italy, or reach out today if you have any toy-exporting questions you’d like answered: +44 (0)2382 12 12 36