Understanding safety marks
The CE mark - the law requires toy suppliers to put the CE mark, and their name and address, on all toys released for sale in the European Union. The mark means that the toy meets European Union toy safety requirements, and can therefore be sold anywhere in the EU. It isn't a mark of superior quality or suitability - merely that certain standards have been met in its manufacture. It is also used on certain non-toy items.
Lion Mark - the Lion Mark, on the other hand, is a symbol of safety and quality awarded by the British Toy & Hobby Association. To use the Lion Mark, a supplier has to belong to the BTHA and adhere to a strict Code of Practice, which covers matters of toy safety and quality as well as demanding high standards of behaviour in advertising and other trading matters.
Approved Lion Mark Retailer scheme - the Toy Retailers Association and the British Toy & Hobby Association collaborate to ensure that consumers are offered high quality toys that are safe and suitable for the child's age and ability. Those retailers that belong to the scheme agree to a Code of Practice and undergo training in advising customers. Only then can they display the Approved Lion Mark Retailer symbol.