Here is one link to an FAQ. You can read it through yourself, but this question asks specifically about the importation of toys. I would imagine the same applies to other children's items as well:
Will toys manufactured outside the United States be allowed to be imported to the US for lead testing or will the testing have to be performed outside the US (and pass the new standards) prior to being imported into the US?
Manufacturers may submit samples of products for testing in the United States without certifying them. However, before shipping any products other than these samples, i.e., products imported for consumption or warehousing or distribution in commerce in the United States, the products must have the required certifications.
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It specifically says either for consumption, warehousing, or distribution in commerce. Consumption means if it is going to be used by a consumer, so it doesn't matter whether they get it through a wholesaler or directly from the manufacturer, the same rules apply.
I think there was some confusion because the initial drafts only talked about the manufacturer/importer scenario, which seemed to leave some wiggle room in terms of direct sales. Not just for small sellers like we all are here, but also large scale manufacturers who also retail through their catalogs and websites. But since this has been a work in progress it seems they are still updating as they go.
Anyway, here is the direct link to the FAQ for further reading
http://www.cpsc.gov/about/cpsia/faq/faqs.html
