Toys image and content guide

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.

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.

Material information

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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

Measurement information

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

Warning information (free text)

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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.

Product safety

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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:

• How to sell toys on Zalando

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.

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.

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. 

Technical image requirements

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

Background colour range requirements

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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.

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.

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  Zalando image guidelines

  Comprehensive guide to Zalando's image requirements, including technical specifications, acceptable image types, and category-specific guidelines. You’ll also find best practice image examples from across assortments.

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.

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.

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.

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.