Fake My Little Pony's withdrawn amid safety concerns

In a recent and urgent product recall, a well-known low-budget retailer has withdrawn counterfeit "My Little Pony" toys from its shelves following safety alerts raised through the EU’s Rapid Alert System for dangerous non-food products — also known as the Safety Gate. This recall has reignited concerns about the circulation of unsafe toys in the European market and underscored the critical importance of CE marking and rigorous product testing in accordance with EU Toy Safety Regulations.

The toys in question, marketed as imitation versions of the popular "My Little Pony" brand, were found to pose severe hazards to children: 

The head of the toy plastic material has an excessive concentration of bis(2-ethylhexyl) phthalate (DEHP) (measured value up to: 33% by weight, where the legal limit in REACH Annex XVII is 0.1% for DEHP in toys). This phthalate may harm the health of children, causing possible damage to their reproductive system.

The withdrawal was prompted by alerts published through the European Commission’s Safety Gate system, a vital mechanism enabling swift communication and coordinated action across member states when dangerous products are detected.

The incident spotlights the vital importance of CE marking — a manufacturer’s declaration that a product complies with all relevant EU legislation. 

Under the European Toy Safety Directive (2009/48/EC), toys must comply with safety requirements, including mechanical, chemical, and fire safety evaluations before they can be legally sold within the EU.

CE marking is not just a label — it’s a legal requirement and a symbol of consumer protection. Retailers, including discount chains, have a legal and moral responsibility to ensure that every toy on their shelves has been properly tested and certified.

The European Safety Gate plays a pivotal role in ensuring a high level of protection. It allows national authorities to rapidly share information about dangerous products, including toys, so that swift action can be taken across the entire EU. In the case of the fake "My Little Pony" toys, alerts were initially issued by Dutch authorities and were quickly disseminated to retail networks in other countries.

Since its inception, the Safety Gate has proven to be an indispensable tool in consumer safety enforcement. However, this case also reveals the ongoing challenge of counterfeit and non-compliant toys infiltrating the market, especially via budget retailers and online platforms.