Toys image and content guide

Here you’ll learn about Toys article attributes and image requirements. This guide also contains styling and photography tips, as well as best practice image examples will support you in onboarding your Toys articles.

Updated March 3, 2025


Elevate customer experience with high-quality images

At Zalando, delivering a top-tier customer experience is one of our core values, and your support is crucial in helping us consistently meet and surpass expectations.

We strongly recommend that you provide a wide range of high-quality images to captivate customers and showcase your articles, stories and experiences effectively.

Good to know

We retain the right to reject articles with images that do not comply with the mandatory image requirements. Please adhere to the image guidelines below to prevent any issues.

Attribute requirements for Toys

When submitting your Toys articles, it’s crucial to comply with both our image requirements and our specific attribute requirements. Following these guidelines not only ensures a successful submission but also includes important information such as product safety details, material specifications or article warnings. By following these requirements, you help us maintain quality and compliance.

The main material of the toy is mandatory to provide. The material does not need to be specified in %. 

Please note: The ‘Ethical Sourcing Standards’ (ESS) guidelines cover materials, production forms and prints that Zalando may not sell or only sell under certain conditions:

  • Mohair of any kind

  • Exotic / forbidden wood types

  • No animal parts of exotic and/or endangered animals

  • Animal parts (leather, fur, feathers, etc.) must be a side product of meat production

At least one measurement information (height, width, or circumference) is mandatory. It must be the main measurement of the article.

e.g.: 'Height is 30cm'

e.g.: Height is 42cm

e.g.: 'Height is 42cm'

Specific warnings should be provided for all toys, if applicable. Please use the free text attribute and keep these guidelines in mind:

  • The warning notes must start with the word Achtung in German or Warning in English

  • If the article has no warnings, please include No warnings in the field instead.

  • The warning notes must be in English or German.

General warnings should be provided for all toys if applicable. 

  • Age warnings: 

    • For children up to XY

    • For children from XY

  • If applicable for specific toys: 

    • The needed abilities for the user

    • The maximum or minimum weight of the user

Good to know

For musical toys that do not need batteries, the following information needs to be included in the ‘special description’ attribute. E.g.: ‘Note: used without batteries.’

Additionally we also need the name of the melody or song the toy can play.

All toys must comply with the Safety of Toys Directive 2009/48/EC, ensuring they are safe, reliable, and properly labelled. Adhering to these guidelines fosters transparency, consistency, and consumer trust. Learn more about toy product safety here:

Which articles are considered Toys?

Definition

An article designed or intended, whether or not exclusively, for use in play by children under 14 years of age.

You can find more information on which toys are allowed to be onboarded in this article.

Glossary

To ensure efficient processing of your article images, an understanding of our image terms is essential. An image term describes the type of image that is required for a successful onboarding of your article. Below you’ll find the Image terms, the type of assortment that this image is used for and a detailed description of what it means.

Image term

Affected assortment

Description

Packshot view

All assortments

Used to display the article, typically with a white background. An article can have one or more packshot views.

Model view

All assortments

Used to display the product on a model, with body cropping allowed as long as the article remains recognizable. Multiple model views are permitted.

Compliant view

All assortments

These are required for every article to be accepted and onboarded. The required amount of images depends on the article type. One of these compliant images must meet the catalogue view requirements, while the others should provide additional necessary angles or details.

Catalogue view

All assortments

The first image shown in the shop, either a packshot or model view, depending on the assortment. Each article can have only one catalogue view.

Front crop

Apparel, Kids, Lingerie and Shoes

The first image in the shop, equal to the catalogue view, applies to the affected assortment. It must show the article on a model from the front.

Primary packshot

All assortments

The first image in the shop, equal to the catalogue view, applies only to the affected assortment. It must show the article from the front. See the image term ‘Packshot view’ for reference.

Full body style view

All assortments

Shows the article on a model and how it fits into a style. Cropping is not allowed, and the product can be partially covered but must remain recognizable.

Back view, side view, top view, inside view, sole view, front view

All assortments

Used to show the article from different angles on a model view or a packshot view, depending on the assortment.

Detail view

All assortments

A close-up or informational view of the article with additional details, either from a packshot or model view.

Additional views

All assortments

Allows adding more views and detail shots to enhance storytelling and visual information. Cropping, styling, and ambient views are permitted. Additional views are optional, except for CE label confirmation on watches.

Further view

All assortments

If an article has several images that could be used as front crop or primary packshot, these are to be considered as further view. This designation is for demonstration purposes only.

General image requirements

Our image requirements vary depending on what they will be used for on our website. Please adhere to them to ensure smooth and efficient processing of your article images and thus the processing of your articles themselves. 

This overview is intended to introduce you to the technical requirements your images have to fulfil, in order to be accepted by Zalando.

Format requirements

Aspect ratio (width x height): 1:1.44

Best practice size: 1801 x 2600 pixels

Minimum size: 762 x 1100 pixels

Image type: JPG/JPEG

Maximum image file size: 20MB

Upright format

Images should have a high resolution at any image size

Please note: The correct file size, but a blurry image will lead to a rejection.

Packshot views

For packshot views it's important to remember that primary packshots must have a white background. We do accept packshot view with colours from the background colour range, but these aren't allowed as primary packshots, but as additional view only.

To make sure your model view is suitable as a catalogue view, use our background colour range for a compliant background colour. We accept model views with a white background, but they cannot be used as the front crop.

Image requirements for Toys

This guide only covers the image requirements for Toys articles. You can find more information about what kind of article fits into the Toys assortment category here.

For full image requirements, please refer to the general Zalando image guidelines.

Number of images required

The table below shows the number of which types of images are needed for onboarding articles in the Toys assortment. For your information, simply duplicating images to meet the requirements is not allowed and would lead to an article rejection.

Assortment category

Required number of images 

Toys

One compliant primary packshot (serves as catalogue view)

Photographing Toys

Toys require clear and engaging visuals to showcase their features effectively. Each Toy must include one compliant Primary packshot, and for sets, all items should be displayed together in a single image.

  • For the primary packshot, position Toy articles in the centre of the image grid for consistent presentation quality. Please find supporting guidance in this section of the Zalando image guidelines.

  • CE labelling: For every Toy it is mandatory to display the CE-Label prominently on the Toy, affixed label, and packaging. 

    • Electronic toys must also include the Bin-Symbol. Labels must be clear, legible, and understandable.

    • Highlighting functionality: It is recommended to add an Additional views to demonstrate the toy's key functions, such as movement, interactivity, or special features.

    • Environmental context: Show toys in appropriate settings, like outdoor toys in natural environments or construction toys being assembled.

Toys model's appearance

Models should enhance the storytelling by demonstrating the toy's use in natural, age-appropriate settings while ensuring the toy remains the central focus. Safety and relevance are key to creating an engaging and realistic presentation.

  • Models should reflect the intended age group of the toy to ensure relatability.

  • Show kids models interacting naturally with the toy, such as playing with a magnetic toy on a board or constructing a building set.

  • Models and settings should always reflect safe use of the toy, with age-appropriate supervision if required.

Best practice image examples

The following image examples illustrate the required visuals across the assortment, highlighting best-practice model poses, acceptable backgrounds, and specific guidelines for single articles, multipacks, and sets. Use these as a clear reference to ensure compliance with Zalando's Toy article standards.

Baby toys

Mobile

Primary packshot

Primary packshot

Detail view

Detail view

Detail view

Detail view

Detail view

Detail view

Stacking cubes

Primary packshot

Primary packshot

Packshot view

Packshot view

Model view

Model view

Detail view

Detail view

Teether

Primary packshot

Primary packshot

Back view

Back view

Top view

Top view

Detail view

Detail view

Stuffed toys

Cuddly toy

Primary packshot

Primary packshot

Back view

Back view

Side view

Side view

Ambient image

Ambient image

Musical toys

Primary packshot

Primary packshot

Back view

Back view

Additional view

Additional view

Games

Primary packshot

Primary packshot

Detail view

Detail view

Model view

Model view

Model view

Model view

Building and construction toys

Primary packshot

Primary packshot

Packshot view

Packshot view

Detail view

Detail view

Primary packshot

Primary packshot

Top view

Top view

Detail view

Detail view

Detail view

Detail view

More toy examples

Primary packshot

Primary packshot

Model view

Model view

Detail view

Detail view

Primary packshot

Primary packshot

Additional view

Additional view

Primary packshot

Primary packshot

Side view

Side view

Model view

Model view

Detail view

Detail view