Several organisations have come together to launch a nationwide campaign focused on making playtime safer for children.
Ririki Haumaru Safekids Aotearoa, MBIE Consumer Protection, MBIE Product Safety, Whānau Āwhina Plunket, Health New Zealand, and the Commerce Commission have joined forces to launch Toy Safety Week from 20–26 October 2025.
The campaign is designed to empower parents, caregivers, kōhanga, and early childhood providers to make safer choices when buying, storing, and supervising toys.
New ACC statistics show that an average of 1,250 toy-related injuries occur each year among our most vulnerable children (aged 0–3).Many of these incidents, including choking hazards, falls, and cuts, are preventable through simple safety checks and informed choices by parents, caregivers, and retailers.
“These numbers show us that toy-related injuries are happening every day in our homes and communities. The good news is that we can prevent many of them with small, practical steps,” says Safekids Aotearoa Director, Mareta Hunt.
“This week is about empowering whānau to make confident decisions when choosing new toys or keeping older ones,” adds Kathryn Impelmans, Whānau Āwhina Plunket National Injury Prevention (Child Safety) Manager.
Families are encouraged to follow simple safety steps when buying or checking toys that include swallow risk, string safety.
“Taking just a few minutes to regularly check your toy box at home can make a big difference. Remove broken or damaged toys and dispose of them responsibly,” says Kathryn.
As retailers also have a vital role to play in safety of toys, they are urged to comply with New Zealand’s Product Safety Standards (Children’s Toys) Regulations 2005.
“We all have a role to play, parents, caregivers, and retailers alike.Toy Safety Week reminds us that safety doesn’t stop at the shop counter,” says Simon Gallagher, Manager of Consumer Protection & Product Safety.
“Manufacturers, importers, and retailers must meet strict safety standards, while whānau are encouraged to check for recalls, report unsafe products, and exercise their rights under the Consumer Guarantees Act.
“Together, we can create a fun, secure environment where tamariki can explore, learn, and grow safely.”
For more information and safety checklists, click here.
