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EU REP for the Toy Directive

Authorised Representative Service

Under Article 5 the Toy Directive 2009/48/EC & Article 4(3) of Regulation (EU) 2019/1020

What is the Toy Directive?

The Toy Directive 2009/48/EC sets out the safety criteria that toys must comply with before they can be marketed and placed on the EU market. Toys must also meet any other EU legislation as applicable to them.

For more information from the European Commission please visit their webpage the Toy Directive.


Which Products are Covered by the Toy Directive?

The Toy Directive applies to a broad range of toys and includes products designed or intended, whether exclusively or not, for use in play by children under 14 years of age. Examples of products that are included within the scope of this directive include electronic toys, wooden toys, plush toys, educational toys, children’s finger paints, swings, slides and trampolines, chemical experimental sets, and children’s furniture with play features.

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It’s a Mandatory Requirement.

Since it is now compulsory to include regulation (EU) 2019/1020 within the scope of the Toy Directive, Article 4(3) of this regulation makes it mandatory for a manufacturer located outside the EU to appoint an economic operator such as an Authorised Representative.

Products covered by the Toy Directive, including regulation (EU) 2019/1020, shall not be placed on the EU market unless an economic operator in accordance with article 4(3) established in the EU is appointed.

It’s a Critically Important Regulatory Role.

The authorised representative service offered by Advena plays a pivotal role in ensuring compliance of toys produced by manufacturers who are located outside the EU and serves as their contact person established in the EU.

Article 5 of the Toy Directive & Article 4(3) of Regulation (EU) 2019/1020 outlines the obligations of our authorised representative service, that the EU deems to be critically important.


Experienced & Qualified

Advena has over 25 years’ experience as an authorised representative and employs qualified individuals who possess the necessary expert knowledge of the regulatory requirements. This knowledge is supported by academic qualifications and professional experience in regulatory affairs and quality management.


Appointing the Right Partner is Crucial

Advena’s Authorised Representative Service goes beyond the obligations of Article 5 of the Toy Directive & Article 4(3) of Regulation (EU) 2019/1020. We also help by providing client guidance, opinions, professional advice, all designed to help clients understand regulatory compliance.

We are also a founding member of the European Association of Authorised Representatives (EAAR).

In summary:

  • Provide the manufacturer with a registered address in the EU, that is shown on their labelling packaging or IFU etc.
  • Provide a point of contact between the manufacturer and EU Authorities.
  • Verify that declarations of conformity and the technical documentation has been drawn up.
  • Keep on file a copy of your full technical documentation for inspection by EU regulators, upon request.
  • Provide information and documentation to competent authorities when requested to demonstrate conformity of toys covered in the authorised representatives mandate.
  • Cooperate with competent authorities concerning requests to assist in the elimination of risks posed by toys covered in the authorised representative’s mandate.
  • Provide support and assistance with market surveillance and help manufacturers understand their obligations concerning reporting in accordance with EU regulations.
  • Carry out the obligations as detailed in Article 4(3) of Regulation (EU) 2019/1020 & mandate.
  • Be available to consult with and support the manufacturer with issues regarding regulatory compliance.

Why Choose Advena as Your EU Authorised Representative?

Advena is one of the largest EC REP organisations within the EU. Representing a worldwide client portfolio. We offer a premium service at a competitive price, supporting clients to navigate the complex regulatory landscape in the EU.

  • Over 25 years’ experience as an authorised representative.
  • Experienced consultants to review your technical files.
  • If you need consultancy support, we have the depth of experience you can rely on.
  • If you need support and guidance with market surveillance issue, we are here to help.
  • We are responsive, 90% of emails are replied to within 24-48 hours.
  • We are available to answer questions & queries as part of our service.
  • We offer a premium service at a competitive price.
Years of experience

With over 25 years of experience as an Authorised Representative Advena is the perfect choice for your business. It makes sense for you to engage with an experienced regulatory team. Our service has been developed to specifically support the needs of start-ups and small to medium sized manufacturers, to help them successfully enter the EU market.

Personal approach

We have a team of professional business administrators who provide a personal approach and place the needs of our clients at the very top of our priorities while also recognising that the applicable EU regulations must be complied with. Just take a look at our Client Testimonials page.

Great Responsive support

We also understand that clients need to be able to reach out for help and advice and how important being responsive is, Advena is committed to supporting our clients and is always available to answer client’s questions and queries, and this is included as standard in our service. In fact, our client feedback survey found that 90% of emails were replied to within 24-48 hours.


For More Information Concerning Our EU REP Service that

  • Complies with EU Legislation
  • Is certified to ISO13485.
  • Is cost effective.
  • Offers regulatory guidance and opinion.
  • Answers your questions in a responsive manner.
  • Allows you to benefit from our extensive experience and knowledge.

Contact us for a free quotation/proposal.


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