Fake Labubu dolls now dominate the UK’s counterfeit toy market, accounting for 90% of all illegal toy seizures at the border this year, according to new figures from the Intellectual Property Office (IPO).
Border Force officials seized almost 259,000 fake toys worth more than £3.5m, including 236,000 imitation Labubu dolls.
Safety testing revealed that three-quarters of the counterfeit toys contained banned chemicals or choking hazards, while nearly half of buyers reported serious problems after purchase.
Labubu dolls, created by Pop Mart, have surged in popularity through social media, gaining celebrity fans like Rihanna.
Many collectors attach them to handbags or backpacks, fuelling a booming demand. But counterfeit versions are cheaply made and dangerous, often with detachable eyes, hands, or feet that pose serious choking risks to children, the Chartered Trading Standards Institute warned.
Helen Barnham, deputy director of enforcement at the IPO, said: “With counterfeit toys, what you see is rarely what you get. Behind the packaging can be toxic chemicals, choking hazards and faulty parts that put children in real danger.”
To tackle the surge, the IPO has launched a new awareness campaign with toy retailers, local authorities and parenting influencers.
Research shows 46% of people who bought counterfeit toys experienced unsafe labelling, toys breaking instantly, toxic smells, or even children falling ill.
Parents are advised to buy only from trusted retailers, check for UKCA or CE safety marks, and be wary of deals that appear too cheap. Unsafe toys should be reported and never given to children.
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