Labubu dolls dominate counterfeit toy seizures at UK border, prompting safety push

Labubu dolls account for about 90% of counterfeit toys seized at the UK border this year, with 236,000 intercepted as smugglers chase a viral trend. In total, authorities have seized 259,812 fake toys valued at more than £3.5 million, underscoring the scale of a counterfeiting surge that officials say poses real health and safety risks for children. The Intellectual Property Office said the Labubu figure represents the lion’s share of the total, highlighting a single product line driving much of the illicit activity and revenue generated by criminal networks.

Smuggling methods include fast parcels, air cargo and shipping containers moving goods from hubs such as China, Hong Kong and Turkey. Once these fakes reach the UK, they quickly enter illegal distribution networks, often turning up in pop-up shops and small retailers around the country. The Labubu craze has become a global phenomenon among children and teenagers, and even drew attention from high-profile figures and celebrities who have been pictured with Labubu-themed items. The trend has also drawn scrutiny from parents and lawmakers alike who warn that cheaper fakes can carry serious health hazards.

The IPO and border agencies have highlighted that the scale of the seizure demonstrates how counterfeiters exploit popular trends to fund broader criminal activity, including illegal distribution networks that funnel money to illicit operations. Of the total fake toys seized, 24 tonnes of goods were stopped at various points of entry, with Labubu products representing the vast majority of those interceptions. The sheer volume has prompted warnings to parents that the cheaper price tag does not reflect safety, and that products that bypass safety checks can pose choking hazards, toxic chemicals and other dangers to children.

Independent enforcement data show a broader awareness gap among consumers. A poll conducted for the IPO found that while 92% of toy buyers are aware counterfeit products exist in the market, roughly seven in 10 shoppers emphasize price when making purchases, and only 27% cited safety as a decisive factor. The IPO is launching a national campaign titled Fake Toys, Real Harms, in partnership with toy retailers, local authorities and social media influencers to educate parents and caregivers about the hidden dangers behind counterfeit toys.

Expert testing of the seized goods has identified banned chemicals linked to cancer and choking hazards in items marketed for toddlers and infants. Helen Barnham, the IPO’s deputy director of enforcement, said: “With counterfeit toys, what you see is rarely what you get. Behind the packaging can be hidden choking hazards, toxic chemicals and faulty parts that put children in real danger. 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. Our Fake Toys, Real Harms campaign aims to raise awareness among parents and present buyers of the hidden harms associated with counterfeits. Child safety must come first, so we’re urging parents—please don’t let your child be the tester.”

Phillip Holiday, Border Force regional director, has framed the seizures as a continual effort to disrupt criminal networks and protect families. He said: “Border Force has seized over 259,000 dangerous counterfeit toys worth £3.5 million this year, preventing them from reaching UK families. We work with partners to identify and intercept these dangerous products at UK borders, disrupting criminal networks and protecting children from unsafe toys.”

In May, authorities announced one of the largest multi-agency operations in the UK, with counterfeit toys valued between £6 million and £10 million intercepted in London. Swansea Council trading standards officers led raids on four toy warehouses in Southall, west London, uncovering fake products branded under well-known names such as Pokemon, Peppa Pig and Marvel that were later found to contain harmful substances. The seizures illustrate how counterfeit goods can flood legitimate channels through mislabeling, falsified branding and inadequate safety documentation, complicating enforcement and consumer protection efforts.

Public guidance continues to advise consumers to avoid third-party marketplaces where possible and to purchase only from trusted retailers or official brand websites. When a product arrives, buyers should look for a UKCA or CE safety mark and check for a UK or EU contact address on the packaging. If a counterfeit is spotted, the recommended action is to return the item, leave a review to warn others, and report the product to Trading Standards. The combined message from IPO and Border Force is clear: while the Labubu trend may be appealing to young shoppers, the real cost may be borne by families whose safety is put at risk by unlawfully produced items that bypass established safety checks.

The broader market context remains unsettled as enforcement agencies continue to pursue cross-border investigations and local enforcement efforts adapt to ongoing counterfeit trends. The IPO’s enforcement program emphasizes that counterfeits are not merely a retail nuisance; they can fund criminal activity that reaches into human trafficking and organized crime networks. In response, the government is expanding collaboration among border agencies, local authorities and brand-owners to tighten verification across import channels and to raise consumer awareness about the safety hazards posed by counterfeit toys. While Labubu’s viral popularity shows no immediate signs of fading, the authorities’ stance is unambiguous: protecting children remains the priority, and consumers should exercise heightened vigilance as markets adapt to evolving counterfeiting methods.