Labubu dolls dominate UK counterfeit toy seizures, with hundreds of thousands intercepted this year

Labubu dolls account for 90% of fake toys seized at the UK border this year, with 236,000 Labubu units intercepted among a total of 259,812 counterfeit toys worth more than £3.5 million, according to the Intellectual Property Office and Border Force. The development underscores a broader counterfeit-toy epidemic tied to the viral Labubu trend, which has captivated children and celebrities alike. Officials say organized crime groups are exploiting the fad to move illicit goods into the legitimate market.

Criminals smuggle the toys in fast parcels, air cargo and shipping containers from origins such as China, Hong Kong and Turkey. Once at UK ports, the items flow into illegal distribution networks, appearing in pop-up shops and other venues before ending up with consumers. The IPO notes that 92% of toy buyers are aware counterfeits exist, yet many prioritize price over safety, a dynamic that helps the illicit supply chain.

In Kensington and Chelsea, officers seized 130 fake Labubu dolls from shops in Earl's Court during two raids this week, one of several local enforcement actions across the country as councils respond to the surge in counterfeit goods. The seizures illustrate how quickly counterfeit Labubu products can enter the market once they breach border controls, moving from ports to high streets and online marketplaces.

The scale of activity is underscored by a May operation in London that touched multiple agencies. Counterfeit toys valued at between £6 million and £10 million were seized as part of one of the largest multi-agency operations in the UK. Investigators found fake products bearing brands such as Pokemon, Peppa Pig and Marvel, which were packaged to resemble genuine merchandise but contained harmful substances and design flaws that could pose choking hazards for young children. Officials said the seizures disrupted criminal networks and prevented potentially dangerous items from reaching families.

The Intellectual Property Office is backing a public education push, the Fake Toys, Real Harms campaign, in collaboration with toy retailers, local authorities and social media influencers. The program is designed to warn parents and other buyers that counterfeit toys, while often cheaper, can have devastating consequences for health and safety.

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, 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."

Experts stress that the counterfeit supply chain thrives on speed and opacity. Goods are moved through networks designed to evade customs checks, then distributed through a mix of physical shops, pop-ups and increasingly online platforms. Enforcement agencies say collaboration with retailers and local authorities is essential to sustaining the crackdown and ensuring that porous points in the supply chain are monitored.

For consumers, authorities advise sticking to trusted retailers or official brand websites and exercising caution with third-party sellers on marketplaces. When a product arrives, buyers should look for a UKCA or CE safety mark and verify a UK or EU contact address on the packaging. If a counterfeit is spotted, it should be returned immediately and reported to Trading Standards. The IPO notes that even as awareness grows, the appeal of lower prices continues to tempt some buyers, highlighting the ongoing public-safety challenge posed by counterfeit toys.