New Platform Rules: Opportunities & Challenges for Toy Exports
- Share
- publisher
- Leah
- Issue Time
- Jun 5,2026
Summary
Amazon tightened rules on product images and A+ content, while TikTok expanded offline marketing functions. Russia’s new VAT policy and port congestion increased export risks. However, fidget toys and trendy toys gained great popularity on TikTok Shop. Global e-commerce will focus on existing users in the future. Toy sellers need to follow compliance rules, avoid operational risks and leverage domestic supply chain advantages to develop overseas business.
New Platform Rules: Opportunities & Challenges for Toy Exports
Recently, cross-border e-commerce platforms have rolled out new policies, bringing both opportunities and challenges for domestic toy manufacturers and sellers. Driven by short-video marketing, fidget toys and trendy toys have achieved booming sales on TikTok Shop. Globally, e-commerce will account for 22% of total retail sales by 2027, and the industry will focus on retaining existing users rather than attracting new ones.
Amazon US released new rules for product images and A+ content. Low-quality A+ pages will be folded, and main product images must use pure white backgrounds with a resolution of no less than 1000 pixels. Sellers need to optimize content to guarantee exposure. Meanwhile, Russia plans to levy a full 22% VAT on imported goods from 2027, raising export costs. Port congestion also troubled cross-border logistics before the Spring Festival.
On the positive side, TikTok US launched a local discovery function to connect online content with offline consumption. Temu set up a local company in Turkey to solve customs issues, offering a reference for Chinese toy brands expanding into the Middle East.
With mature supply chains and strong overseas demand for fidget toys, sellers shall comply with platform rules, guard against logistics and tax risks, and polish products to expand global market share.