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Answer: Just like the "new" smell in a brand new car, a new pair of shoes or a hand bag, the mat has been manufactured and then contained in the packaging right after it was made, therefore it has a 'new' smell to it. It is non-toxic and completely safe, so you don't have to worry. Wipe the mat clean with water and a mild baby soap, the smell will go away just like it does with other new products. ALL Parklon and LG play mats have been scientifically proven to be safe and eco-friendly. ALL our play mats have passed the vigorous chemical stability test given by the world's most prestigious certification organisation (*SGS). They are even safe for children with sensitive skin. * SGS stands for Societe Generale de Surveillance. With the head office in Geneve, Switzerland. SGS is an organization that provides inspection, testing, certification, and verification services of new products.