UK Seizures Data Show Labubu Fakes Dominate Border Violations

The latest Home Office data show that Labubu dolls accounted for about 90% of counterfeit toys seized at the UK border this year, collectively worth roughly £3.5 million. Labubu is a quirky monster character created by Hong Kong-born artist Kasing Lung and gained popularity through a collaboration with toy retailer Pop Mart. The fakes have helped drive a broader counterfeit toy problem that regulators say risks child health and safety, even as demand for the real item has grown in limited markets.

Officials say the Labubu trend has fed through a wider network of counterfeiters who have flooded online marketplaces, often targeting collectors as well as younger shoppers. The fakes are marketed largely as adult collectibles and fashion accessories, with some packaging indicating they are suitable for those older than 15; nonetheless, they are popular with children and teens. The scale of the seizures underscores the challenge regulators face in policing international supply chains for popular brand-name toys.

A stark safety picture accompanies the sales data: about three in four of the seized toys failed safety tests. The Intellectual Property Office (IPO) categorizes many of the counterfeit Labubu items as “dangerous fakes,” noting the presence of harmful chemicals or choking hazards. In response, IPO has launched a public awareness campaign titled Fake Toys, Real Harms to warn consumers about the risks of counterfeit goods and to drive safer shopping practices. Separately, IPO research found that roughly seven in ten fake toy buyers cite cost as their primary motivation, while only about 27% said safety considerations influence their purchases.

Rare editions of genuine Labubu toys can fetch hundreds of pounds on resale sites, a reality that has kept demand high among collectors. The real-Labubu market’s allure helped prompt Pop Mart to pause sales in all 16 UK shops in May after reports of customers fighting over stock. The brand’s real-world sales response has shifted toward an online lottery system to allocate limited stock, a change officials say aims to reduce incidents and improve distribution transparency.

The IPO’s enforcement data for 2025 paint a concentrated picture: of the 259,000 fake toys seized by IPO that year, 236,000 were counterfeit Labubu items. That concentration highlights how a single trademark can become the focal point for a broader counterfeiting ecosystem. Regulators add that nearly half of consumers who bought counterfeit toys reported problems, ranging from items breaking almost instantly to unsafe labeling, toxic odors, and even illness in children. These findings emphasize the real-world costs that counterfeit products impose on families and communities.

Helen Barnham, the IPO’s deputy director of enforcement, said the figures illustrate a failure to meet safety standards before products reach shelves. “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,” Barnham said. She added: “Child safety must come first, so we're urging parents – please don't let your child be the tester.”

Officials stress that the Labubu trend may be just the tip of the iceberg for counterfeit toy activity. Experts warn that criminals target a wide range of popular toys, exploiting consumer desire for discounted items and limited-edition releases. The IPO and its partners say vigilance and consumer education remain essential as enforcement efforts continue and legitimate brands seek to stem the inflow of unsafe counterfeit goods into the market.