I have bought from Play-Asia a few times now. On each occasion I did not get charged customs. I find if you select the cheapest delivery option it tends to get through without raising any eyebrows at customs. Unless of course you want your goods asap. Note, that whatever delivery option you choose, your items are insured unless otherwise stated.
Normally take around 5 days to a week to arrive. Although my first order took nearly 2 weeks, could've been them authenticating my credit card details.
On another note, if you want to avoid custom charges you may want to buy your import stuff from
www.yesasia.com (completely seperate company from play-asia afaik) They guarantee no custom charges, and if you do get charged, a quick scan of the customs invoice and they will refund you.
Hope that helps.