Amazon and the Singapore-based Asia Toy & Play Association (ATPA) have recently signed a Memorandum of Understanding (MoU) to promote cooperation on counterfeit prevention and product safety for children’s toys.

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Amazon and ATPA strictly oppose the sale of counterfeits and unsafe, non-compliant products. Both organizations recognize that many parties, including rights holders and manufacturers, resellers and distributors, government agencies, and retailers, have a role to play in combating counterfeits and ensuring the sale of safe and compliant toy products for customers. Through this MoU, Amazon and ATPA will explore opportunities for collaboration on brand protection, counterfeit prevention, and product safety.

ATPA is a multi-stakeholder coalition of toy industry players in Asia-Pacific. It aims to provide children with access to quality toys through the sustainable growth of the toy sector value chain and by advocating the importance of learning through play.

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Amazon strives to be Earth’s most customer-centric company, where people can find and discover the widest possible selection of genuine and safe goods. Amazon has a zero-tolerance policy for counterfeit products, and invests significantly in anti-counterfeiting technologies and building partnerships with brand owners and other stakeholders to provide customers with a trustworthy shopping experience. Safety is a top priority at Amazon. Amazon requires all products offered in its store to comply with applicable laws and regulations and have developed industry-leading tools to prevent unsafe or non-compliant products from being listed in its stores.

We are very thankful for ATPA’s collaboration with Amazon, which will lead to more cooperation on anti-counterfeiting, brand protection and product safety for children’s toys.
Jan Lim
Amazon Singapore Marketplace Country Leader

Jan Lim added: “At Amazon Singapore, we combine affordability, product quality, authenticity and safety to surpass customer expectations. With our industry-leading anti-counterfeiting efforts, our robust product safety and compliance tools, as well as our return and refund policies, including  A-to-Z Guarantee, customers can shop confidently knowing Amazon stands behind all products in our store and will take steps to make it right in the rare event a product does not meet expectations.”

“It is a great honor to closely work with Amazon to support our members in protecting their brands and Intellectual Property, and ensuring that toys are genuine, safe and compliant. Mutual understanding and shared objectives are the most important factors in promoting cooperation between our members and other stakeholders such as ecommerce businesses to protect brands and customers from counterfeits and unsafe toys,” ATPA Executive Director Matteo Vezzosi said.