How to Check the ISI Mark on Toys Before You Buy (Diwali Gifting Edition)
Last Diwali, Meera's mother-in-law arrived from Nagpur with a bag of gifts for two-year-old Kabir. There was a musical drum, a light-up car and a bright plastic phone. They were all cheerful, all very loud, and not one had a label Meera recognised. She turned the drum over, found a tiny mark that looked official, and wondered: is that real?
If you've had that moment, this guide is for you. Here's how to check the ISI mark on toys in about two minutes. You'll learn what a genuine mark looks like, how to verify it on your phone, and which red flags to watch for when you shop online this festive season.
Why the ISI mark matters on toys
In India, the ISI mark isn't just a nice extra on a toy. Since the Toys Quality Control Order of 2020, BIS certification has been compulsory for toys, whether they're made in India or imported. Before a toy earns its licence, it is tested for mechanical and physical safety (small parts, sharp edges), flammability, and chemicals such as heavy metals and certain phthalates, under the IS 9873 series of standards. Electric toys are also tested under IS 15644. (PIB, 2022; PIB, July 2026)
The law is clear, but the market isn't. BIS keeps finding uncertified toys on shelves and in warehouses. In March 2025, for example, it seized 215 uncertified toys from a single Amazon warehouse in Lucknow and 134 from a Flipkart warehouse in Gurugram (The Tribune). That doesn't mean every online toy is unsafe. It means the checking is partly up to you.
What does a genuine ISI mark on a toy look like?
A genuine ISI mark on a toy comes with two numbers: the Indian Standard it meets (usually IS 9873, or IS 15644 for electric toys) and a licence number that starts with CM/L. The licence number is the part that matters most, because you can look it up.
The CM/L number is what separates a real mark from a sticker. According to the Consumer Affairs Ministry, a product counts as non-certified if it has no ISI mark or if its mark carries an invalid CM/L licence number (The Tribune). In other words, a printed logo alone proves nothing. Copied marks without a proper standard number or licence number are a common trick (Wikipedia: ISI mark).
How to check the ISI mark on toys in 2 minutes
You only need your phone and the toy's box.
- Download BIS Care. It's the official, free app from the Bureau of Indian Standards, on both Android and iPhone (Google Play).
- Find the CM/L number printed near the ISI mark on the box, the tag or the toy itself.
- Open "Verify Licence Details" in the app and type in the number.
- Read what comes back. The app shows the manufacturer's name and address, whether the licence is still valid, which products and brands it covers, and its current status.
- Match it to your toy. The brand and product type should line up with what you're holding. A licence for bathroom fittings printed on a rattle is a red flag.
If the number doesn't exist, has expired, or belongs to a different product, you can report it through the app's Complaints section. You'll get a complaint number for follow-up.
Shopping online? Check before you click "Buy"
On Amazon, Flipkart, Meesho or Instagram shops, you can't turn the box over before you pay. So look for these instead:
- A clear photo of the ISI mark with its CM/L number on the listing or the packaging. If there isn't one, ask the seller. A certified seller can share it quickly.
- A named brand and manufacturer, not a generic listing with ten different sellers and no address.
- An age grade on the pack, such as "Not for children under 3 years". Safety-tested toys are graded for age.
- A price that makes sense. A wooden stacker at a third of the usual price is worth a second look.
- Returns you can actually use, in case what arrives doesn't match the photos.
Once the parcel arrives, check the CM/L number in BIS Care before the toy goes to your child, and while you can still return it.
"But it says CE, EN71 or non-toxic"
Imported toys often carry European (CE, EN 71) or American (ASTM F963) safety labels. Those are real standards, but they don't replace the ISI mark for toys sold in India. Foreign manufacturers need their own BIS licence too. As of May 2026, BIS had issued 56 such licences to foreign manufacturers and 1,786 to domestic ones (PIB, July 2026).
Words like "non-toxic", "baby safe" or "eco-friendly" on a listing are marketing claims. They can be true, but nobody has had to prove them to BIS.
The one honest exception: handmade toys
Not every safe toy carries an ISI mark. The Quality Control Order exempts toys made and sold by artisans registered with the Development Commissioner (Handicrafts), and GI-tagged toys such as Channapatna toys (PIB, July 2026).
For these, ask different questions. Is the maker registered? What finish or paint is used? Are there parts small enough to choke on? A good maker will answer happily.
Quick checklist: before this toy goes in the gift bag
- ☐ ISI mark with a standard number (IS 9873 or IS 15644)
- ☐ CM/L licence number printed next to the mark
- ☐ CM/L number verified in the BIS Care app: valid, and matches the brand and product
- ☐ Age grade on the pack that suits the child
- ☐ Named manufacturer with an address
- ☐ No loose small parts, sharp edges or easy-to-open battery cover for under-3s
- ☐ Handmade toy with no ISI mark? Ask the maker about registration, finish and small parts
Myth vs fact
| Myth | Fact |
|---|---|
| "If it has the ISI logo, it's certified." | Only if the CM/L licence number is valid. A mark with an invalid number counts as non-certified. |
| "Big marketplaces only sell certified toys." | BIS has seized uncertified toys from Amazon and Flipkart warehouses. Check the listing yourself. |
| "A CE or EN71 label means it's legal in India." | Imported toys also need a BIS licence to be sold here. |
| "No ISI mark means the toy is unsafe." | Toys from registered artisans and GI-tagged toys are exempt. Ask the maker instead. |
| "Non-toxic on the box means it was tested." | It's a claim, not a certification. Look for the mark and the number. |
Frequently asked questions
How do I check if a toy is BIS certified?
Find the CM/L licence number printed next to the ISI mark on the toy or its box. Enter it in the free BIS Care app under "Verify Licence Details". The app shows the manufacturer, the licence status and the products it covers. If the details don't match your toy, treat it as uncertified.
Is the ISI mark mandatory for toys in India?
Yes. Under the Toys Quality Control Order of 2020, BIS certification is compulsory for toys sold in India, whether made here or imported. Toys made and sold by artisans registered with the Development Commissioner (Handicrafts), and GI-tagged toys, are exempt. Everything else needs a valid licence and the ISI mark.
What is the CM/L number on a toy?
The CM/L number is the manufacturer's BIS licence number, printed next to the ISI mark. It links the toy to a specific, licensed manufacturer. You can verify it in the BIS Care app. An ISI mark without a valid CM/L number is treated as non-certified, so this number matters more than the logo.
How do I report a toy with a fake ISI mark?
Open the BIS Care app, log in with your mobile number, and go to Complaints. Choose the complaint type, such as misuse of the ISI mark, and add photos of the toy and packaging. You'll receive a complaint number by SMS and email so you can follow up.
Do handmade or wooden toys need an ISI mark?
Most wooden toys sold by brands do need one. The exemption covers toys made and sold by artisans registered with the Development Commissioner (Handicrafts), and GI-tagged toys like Channapatna. For an exempt handmade toy, ask the maker about their registration, the finish used, and whether any parts are small enough to choke on.
How we think about this at Brinko
We started Brinko because we were the parents turning boxes over in the shop, squinting at tiny print. So we'd rather you ask us hard questions than take our word for it. Ask us what wood we use, what finish goes on it, how big the smallest piece is, and which age each toy is made for. You'll find the age right on every product page, and our Ages 1–3 collection is a good place to start if you're gifting a toddler this Diwali.
Your next step
Join the Brinko parents' WhatsApp community. We'll share this checklist as a printable card you can keep in your phone or bag, plus one short, practical play idea each week. No spam, and you can leave anytime. Join here →
Sources
- Strengthening India's Toy Ecosystem, PIB, 7 July 2026
- BIS publishes 10 Indian Standards on safety aspects of toys, PIB
- BIS cracks down on e-commerce platforms like Amazon and Flipkart, The Tribune (ANI), 16 March 2025
- BIS CARE app, Bureau of Indian Standards, Google Play
- ISI mark, Wikipedia