100cm Jumbo Soft Plush Elephant sold via Amazon — suffocation risk

Hazard

The product was originally marketed as a pillow. If used as a pillow in an unsupervised sleep environment, it could present a serious risk of suffocation to a child under 12 months. OPSS has recently published a Product Safety Alert for Baby Sleep Pillows, which highlights the risk that sleep pillows may pose to babies: Product Safety Alert (PA8) . Further information on safe sleeping for babies can be found on the NHS website at the following link: https://www.nhs.uk/start-for-life/baby/baby-basics/newborn-and-baby-sleeping-advice-for-parents/safe-sleep-advice-for-babies/ The product as originally marketed did not meet the requirements of the General Product Safety Regulations 2005.

Remedy

Warning consumers of the risks and making the marketing of the product subject to prior conditions. On 22 July 2025, Magic Toy Shop Ltd amended the Amazon product listing to remove references to the product being used as a pillow and to ensure that it is marketed solely as a soft toy. Consumers who purchased the product prior to 22 July 2025 are advised to review the Product Safety Alert and NHS safer sleep guidance referenced above and ensure that the product is not used as a baby sleep aid or placed in a baby’s sleep environment.

Product safety report

Measures taken

• Making marketing of product subject to prior conditions
• Warning consumers of risks

Product description

Soft plush elephant with pink feet and ears.