The annual 3?15 International Consumer Rights Day is fast approaching. On this significant holiday, which aims to safeguard the rights and interests of consumers nationwide, the China Toy & Juvenile Products Association (hereafter referred to as CTJPA), in collaboration with JD Baby, is jointly launching the "I Support Safety—A Nationwide Campaign for Safe Consumption" initiative. This event promotes safe purchasing by encouraging consumers to confidently choose from trusted brands of toys and juvenile products.

Clean up the consumer environment, boost consumer confidence, and guide overseas purchasing and spending back to domestic markets.
As China's consumption of toys and infant products continues to grow, the market is becoming increasingly regulated, brands are rapidly expanding, and product quality is steadily improving. Yet, despite these positive developments, issues such as uneven quality, counterfeit goods, and substandard products persist, leaving consumers grappling with challenges like difficulty in choosing the right products, uncertainty about brand reliability, and struggles when seeking post-purchase protection. Toys and infant products differ significantly from ordinary consumer goods—they directly impact a baby’s health and safety. As a result, consumer confusion and market irregularities have eroded some customers’ confidence in "Made in China," prompting a growing trend of overseas procurement and increased cross-border spending on children’s products. In 2014, the General Administration of Quality Supervision issued Document No. 314, outlining key guidelines aimed at strengthening quality and safety oversight for consumer goods, ensuring a safer consumer environment, and restoring consumer trust. Building on this, in 2016, the General Office of the State Council released Document No. 18, which emphasized launching targeted initiatives to enhance the supply of high-quality consumer goods—particularly focusing on items like toys, children’s clothing, and infant products—and implementing comprehensive projects to boost variety, elevate quality standards, and foster strong, globally competitive brands.

Back in 2013, the China Toy & Juvenile Products Association (CTJPA) began paying close attention to safety concerns in China’s toy and infant products market. That same year, the association launched the "Care for Children's Growth—Safety Starts with Me: Brand Self-Discipline Campaign Across China," aimed at strengthening industry self-regulation, enhancing product quality across the toy and juvenile goods sectors, and encouraging companies to build robust reputations for quality while fulfilling their primary responsibilities—both in terms of product quality and broader social accountability. The initiative also sought to collaborate closely with the government in overseeing product quality, safeguarding intellectual property rights, and ensuring orderly market practices. Additionally, the campaign focused on actively promoting and publicizing self-disciplined brands that had voluntarily committed to upholding safety standards, both within the industry and to the wider public. Meanwhile, it aimed to educate consumers about safe consumption practices and equip them with essential knowledge on selecting high-quality, safe products, ultimately guiding buyers toward making informed, responsible purchasing decisions. After four years of dedicated efforts, by the end of 2016, a total of 142 companies and 201 toy and juvenile products brands had been officially recognized by the CTJPA as "Safety Commitment Brands" through voluntary applications.

March 16–18: Shop with confidence across all categories of toys and baby products from the "Safety Pledge Brand."
From March 16 to 18, nearly 100 "Safety Pledge Brands" that have joined JD.com's maternal and infant category are set to collaborate on a special promotion offering consumers access to trusted, worry-free product deals. The lineup spans a wide range of categories, including toys, strollers, cribs, children's clothing, footwear, sleep products, home essentials, feeding supplies, personal care items, and car safety seats—among others. This marks the first time since the China Toy & Juvenile Products Association launched its "Care for Children's Growth: Safety Starts with Me—Brand Self-Discipline Campaign Across China" in 2013 that these "Safety Pledge Brands" will collectively offer consumers a dedicated, confidence-boosting shopping event focused on safe and reliable products.
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Conduct a safety consumption survey, release a safety consumption report, and select the "Top 10 Brands Championing CTJPA Consumer Values."
During the Safe Consumption Festival, the official WeChat account of "China Toy Expo" and JD Baby jointly launched a prize-winning consumer survey and feedback initiative, inviting consumers to share their insights on brands, products, and services. Based on the feedback received, the two organizations will collaboratively release the "China Toy and Infant Products Safe Consumption Report." Meanwhile, the China Toy & Juvenile Products Association has also established the "CTJPA Consumer Choice Award," which will annually recognize the top 10 brands in each product category.
I’m helping to keep it safe—A Nationwide Campaign for Secure Consumption
The theme of this event is "I Contribute to Safety—A Nationwide Campaign for Safe Consumption," aiming to call on industries and all sectors of society to join forces in safeguarding children's healthy and secure growth. It urges businesses to ensure the safety of their products, retailers to eliminate counterfeit and substandard goods from distribution channels, consumers to choose safe products and leave no room for fake or low-quality items, and media outlets to play a vital role in consumer education and oversight. We believe that with the collective efforts of the industry and society, China’s toy and infant product market will continue to become more regulated and trustworthy.