For most Western markets, Q4 — the November–December holiday window — accounts for 50–60% of annual toy sales. Miss the ship window and you miss the year.

**Working backwards from a September 15 retail-ready date:**

- **April–May:** Confirm product specs, lock in your BOM (bill of materials), and place your purchase order. Tooling deposits (if any) are paid now.
- **June:** Production samples approved. Pre-shipment inspection (PSI) date booked.
- **July:** Mass production completes. Pre-shipment inspection performed. Goods leave the factory.
- **August:** Sea freight (transit 25–30 days to US West Coast; 35–40 days to EU). Domestic trucking and DC receiving.
- **September 1–15:** Goods on retail shelves, fully merchandised and advertised.

**What can go wrong:**
- Late sample approval is the #1 schedule killer. Build in 2 weeks of buffer.
- Sea freight delays in Q3 are common — book your container in June, not August.
- Compliance paperwork (CE DoC, CPC, test reports) must be ready BEFORE the container is loaded. We deliver these in our standard shipping packet.

**Should you switch to air freight?** Only for reorders or hot-stock replenishment. The unit economics rarely work for first orders.