UK IPO sounds alarm over counterfeit toys

The UK Intellectual Property Office (IPO) has revealed that more than a quarter of a million counterfeit toys worth around £3.5m ($4.7m) have been seized at the country's border since the start of the year.

For those keeping tabs on the trade in counterfeit goods, it will come as no surprise that the vast majority of the seized goods – 90 per cent in fact – were knock-offs of the Pop Mart's wildly popular Labubu dolls.

The Labubu phenomenon is just the tip of the iceberg, however, as criminals involved in counterfeiting are targeting a wide range of toys across multiple categories, leaving children exposed to unsafe, poor-quality products across the market.

Alarmingly, three-quarters of seized counterfeit toys fail safety tests with banned chemicals and choking hazards found, while 46 per cent of those purchasing them experienced problems, such as breaking almost instantly, unsafe labelling, toxic smells, and even reports of illness in children, according to figures from UK Trading Standards.

The IPO has launched a campaign – Fake Toys, Real Harm – to tackle the drivers behind the illicit trade, including that seven in 10 toy buyers prioritise cost, while 43 per cent will make purchases in response to a demand from their child.

Only 27 per cent of toy buyers cited safety as a factor that influences their decision, highlighting the need to raise awareness of the risks. However, more than half of toy buyers (58 per cent) would think twice about buying a counterfeit if they knew the safety risks, and 52 per cent would welcome tools to help identify genuine products.

The new campaign is bringing together the IPO and toy retailers, local authorities, and social media influencers to highlight the hazards.

"These products have bypassed every safety check the law requires, which is why we’re working with our partners to keep these dangerous fakes out of UK homes," said the IPO’s deputy director of enforcement, Helen Barnham.

"Our ‘Fake Toys, Real Harm’ campaign aims to raise awareness among parents and present buyers of the hidden harms associated with counterfeits," she added. "Child safety must come first, so we’re urging parents – please don’t let your child be the tester."

How to avoid buying counterfeit toys

Before you buy:

• stick to trusted retailers or official brand websites and be cautious with third-party sellers on marketplaces
• check reviews carefully. Look beyond the five-star ones and read the negatives
• be wary of prices that look “too good to be true”. Counterfeits are often much cheaper
• make sure the toy has not been recalled by searching the brand and product name

When the toy arrives:

• look for a UKCA or CE safety mark and a UK contact address on the packaging
• check the packaging looks professional and includes age warnings
• inspect the toy: no loose small parts, stuffing, or unsecured batteries

If you spot a counterfeit or unsafe toy:

• don’t give it to your child. Return it straight away
• leave a review to warn other parents
• report the seller to the platform you bought from
• contact Trading Standards to help stop dangerous toys reaching other families

Photo by David Kristianto on Unsplash