DHL Pricing Update - Why Shipping Has Not Reverted

Effective: Ongoing (Updated February 2026)

We’ve received a number of questions asking why DHL shipping rates have not returned to their previous levels now that the temporary peak Demand Surcharge window has ended.

This article explains what happened and why pricing has not reverted.

In September 2025, we informed customers about DHL’s temporary Demand Surcharges effective October 1, 2025 to February 16, 2026 (JST). These surcharges were introduced during peak season and were clearly labeled as temporary.

At that time, we adjusted our shipping rates to reflect those additional costs.

However, after that initial announcement, DHL issued their annual general price increase notice (effective January 1, 2026). This increase is separate from the peak Demand Surcharge and applies to their base transportation rates and surcharges globally.

In other words:
• The temporary peak surcharge ended.
• The annual general rate increase remained.
• Fuel and other operational surcharges continue to apply.
• Some cost adjustments were implemented after our original September notice.

Although the peak surcharge window ended in mid-February, DHL’s base rates and other structural pricing adjustments remain higher than before.

This means:
• Our cost to ship via DHL is still higher than it was prior to September 2025.
• The overall landed cost (which affects customs value calculations) remains elevated.
• We are still paying more per shipment compared to pre-September levels.

As a result, reverting to the previous shipping pricing would mean selling shipping significantly below our actual cost.

We have always subsidized part of the shipping cost rather than passing through the full carrier rate to customers.

We continue to absorb a portion of DHL’s increases.

However, due to:
• The annual general rate increase (January 2026)
• Ongoing fuel and operational surcharges
• Carrier-wide pricing adjustments tied to global trade conditions

We are not able to return to the earlier pricing without operating at a loss on every shipment.

For clarity, DHL’s official price increase letter can be viewed above so you can see the timeline and language directly from the carrier.

We understand shipping costs are already high. We do not treat shipping as a profit center. Our goal is simply to:
• Keep pricing predictable
• Avoid sudden shocks
• Continue subsidizing where possible
• Maintain reliable service options

If shipping cost is a major factor, here are a few options to consider:
• Consolidate items into a single shipment where possible to reduce per-item shipping cost.
• Consider purchasing second-hand from local sellers within your country to avoid international shipping altogether.
• If you are located in the United States, you may wish to purchase from Fabric Friends, who carry selected Smart Doll products domestically.
• If you are located in Germany or within the EU, Anime Sugoi may be a more cost-effective local option depending on stock availability.

We always recommend choosing the option that best fits your budget and timeline.

We will continue monitoring carrier pricing and will adjust if and when costs meaningfully decrease.

Thank you for your understanding as we navigate ongoing global shipping volatility.

As always, we’ll keep things transparent.