How to Sell Toys Online in the UAE: Safety Documents, Dubai Municipality Rules and Marketplace Fees

To sell toys online in the UAE, get a safety document for every toy before it ships: Dubai Municipality (DM) asks for an EN 71 certificate or a laboratory safety report for children's toys, together with the product artwork. DM defines a toy as a product designed or intended for play by children under 14. Toys are one of seven regulated consumer-product categories in DM's e-commerce guideline, issued on 14 May 2024 and current as of October 2026.

What does DM count as a toy?

DM's definition covers products or materials designed or intended, whether or not exclusively, for play by children under 14, taking into account foreseeable use and the behaviour of children. The product types it lists as examples are:

• functional toys,
• aquatic toys,
• activity toys,
• chemical toys,
• toy cosmetics, and
• gustative (taste) games and olfactory (smell) board games.

. Two consequences for sellers. First, a craft kit, slime or play make-up set may be a chemical toy or toy cosmetic, not general stationery. Second, a toy with a battery or a radio chip is also an electronics product, so read selling electronics online in the UAE as well.

What documents do toys need?

For product registration, DM's e-commerce guideline lists artwork or an image of the product and an "EN 71 Certificate or Laboratory Safety report for Children Toys". For clearance at import, the same EN 71 certificate or lab safety report is required again, with the Montaji import request number, the customs Bill of Entry declaration, the airway bill or bill of lading and the packing list. The wider paperwork is in import clearance documents for the UAE.

EN 71 is the European toy safety standard series. The DM text we read does not say which parts of EN 71 are accepted or which labs are approved for toys, so ask DM, and ask your lab to name the tested parts on the report. We could not read a MoIAT technical regulation for toys. MoIAT's conformity service applies only to products subject to technical regulations, and the list is a file we could not open. See the ECAS certificate guide for how that service works if your toy is on it.

What are the prerequisites to import and sell toys online?

DM's e-commerce route asks the company to hold a valid Dubai license with an e-commerce license and consumer-products activity, a valid Importer Code, a designated warehouse in Dubai (Free Zone) and its own e-commerce platform. Imports must be registered before they arrive, with at least 50% of shelf life left and not less than six months, where the product has a shelf life. Sourcing from overseas factories is covered in importing from China to the UAE.

What does it cost, and what are the fines?

DM's processing fee is AED 10 per product and variant, AED 50 per container for the consignment release, and fees are not refundable once paid. Lab testing is separate and DM does not publish a price. The fines in the guideline are the cost to avoid:

For example, a consignment with 15 toy lines that arrive without registration would be AED 15,000 at the per-product rate. That figure is an illustration based on the published fine, not a prediction of what DM would charge. DM may also inspect at the port or your warehouse and take samples for testing.

What do marketplaces charge for toys?

Amazon.ae lists Toys at a 14% referral fee with a AED 1 minimum. Fees exclude VAT. For example, a toy sold at AED 120 pays AED 16.80 in referral fees before fulfilment and advertising. The Lego and Intex brand promotion on the page ran from 12 September 2024 to 31 August 2025, so it has ended. Compare it with Baby, which is 8% up to AED 50 and 15% above; a product that sits on the border between toys and baby products can land in a different fee band, so check the category before you price. Amazon decides category from the listing. If a category is gated, see Amazon.ae category approval, and for all rates see referral fees by category.

In what order should you launch a toy range?

1. Sort your toys by type using DM's list: functional, aquatic, activity, chemical, toy cosmetics and games.
2. Ask each supplier for an EN 71 certificate or lab safety report that names the exact model, and check the date and the lab on it.
3. Call DM about the filing route for toys, since they are not on the smart platform.
4. Check radio or battery features against the TDRA list and, if relevant, MoIAT.
5. Order one pilot carton, clear it, and check the packing list matches the registration (the guideline wants type, number, country of origin, weight and registration reference for each product).
6. Only then list on Amazon.ae and noon and scale the order. The Dubai Municipality product registration guide explains the wider DM process.

What do you owe the buyer after the sale?

UAE consumer protection covers goods sold through e-commerce platforms registered in the UAE. The law requires Arabic information on products, specifications, terms, payment and warranty, and an Arabic invoice. Plan for returns of damaged or wrong items using UAE consumer protection and online returns. The overall duty on imports is 5% of CIF and VAT is 5%; see the customs duty calculation guide.

FAQ

Do toys need approval in the UAE? In Dubai, yes: DM lists toys as a regulated consumer product and asks for artwork plus an EN 71 certificate or laboratory safety report. Whether MoIAT also regulates your toy is not stated on the pages we read.

What is EN 71? It is a European toy safety standard. DM's guideline asks for an "EN 71 Certificate or Laboratory Safety report" for children's toys. The text does not list which parts are accepted, so ask DM and your lab.

How much does DM charge to register a toy? The processing fee is AED 10 per product and variant. Lab testing and the EN 71 report are extra, and DM does not publish those prices.

Can I register toys in Montaji online? DM says toy services are not on the smart platform and are provided at the counters of its Health and Safety offices at the port of entry. Confirm the current process with DM before shipping.

What is the Amazon.ae fee for toys? Toys pay a 14% referral fee with a AED 1 minimum, excluding VAT. The Lego and Intex promotion listed on the page ended on 31 August 2025.

What if my toy has a battery or Bluetooth? Then it may also need TDRA registration as radio equipment. Read the electronics guide and search TDRA's approved list for the model before you order.

What is the age limit for a toy under DM's definition? DM's definition is play by children of less than 14 years. Products for adults, such as collectables, are a different question; ask DM if your item sits on the border.

Next step

Get the EN 71 report and DM's filing steps in writing for one toy, then scale. Once your range is cleared, Blooprint manages Amazon.ae and noon accounts, catalogue and advertising; see Amazon.ae account management.