I've found 'gift' works even better than 'toys', though suppliers may be less willing to put that.

All other goods
If you order or send purchased goods other than alcohol, tobacco, perfume and toilet water from a country outside the EU then you:
-don't have to pay Excise Duty
-may have to pay Customs Duty on goods with a value that exceeds £135
-will have to pay import VAT on goods with a value that exceeds £15
Note that on all goods from outside the EU, Customs Duty is waived if the amount of duty calculated is £9 or under.
Beyond me why you'd want to import 'toilet water'...