Urgent safety warning as counterfeit Labubu dolls flood UK before Christmas

Thousands of counterfeit Labubu dolls and other toys have flooded the UK ahead of Christmas, triggering urgent safety warnings as authorities report a large crackdown on fakes. Officials say at least 259,000 fake toys worth more than £2.5 million have been seized this year, with Labubu plush dolls accounting for about 90% of the haul. Shoppers are urged to buy from trusted retailers to reduce the risk of buying dangerous replicas.

Criminal networks are moving these items into Britain via fast parcels, air cargo and shipping containers, often with origins in China, Hong Kong and Turkey. Once they reach the UK, the goods quickly enter illegal distribution networks, appearing in pop-up shops and on some online marketplaces. Experts cite the risk of choking hazards from small detachable parts, sharp points on defective dolls, and unknown materials in counterfeit Pokémon products and other toys. The Labubu trend has grown rapidly across social media, celebrity circles and youth culture, and the toys have drawn interest from high-profile figures.

RoSPA's Adrian Simpson said counterfeit items pose a clear risk to consumers buying toys this Christmas, noting that they may look convincing but can put families at real risk. He highlighted that counterfeit goods are not just a financial scam but a safety threat, underscoring that the promise of a bargain is not worth risking children's safety for. Separately, the IPO emphasized that what you see is rarely what you get with counterfeit toys, warning that hidden choking hazards, toxic chemicals and faulty parts can put children in real danger. The agency noted that some seized items had fallen apart, exposing sharp points and small detachable parts.

Officials urged consumers to check for a UKCA or CE safety mark on electrical items and a UK or EU contact address on the packaging. If this information is missing, poorly printed or contains spelling mistakes, the product is likely counterfeit. The IPO said it is working with partners to keep dangerous fakes out of UK homes and reiterated its Fake Toys, Real Harms campaign to raise awareness among parents and gift buyers about the hidden dangers of counterfeit toys.

IPO research accompanying the crackdown found that almost one in three people surveyed—29%—admitted to purchasing counterfeit goods in the past. Of those, about 46% reported safety concerns, ranging from toys breaking almost immediately to unsafe labeling, strong chemical smells and even illness in children. The study also showed that more than half of toy buyers—58%—would think twice about counterfeit purchases if they were aware of the safety risks. Consumers were urged to stick to trusted retailers or official brand websites and exercise caution when buying from third-party sellers on online marketplaces. RoSPA cautioned that many soft Labubu toys examined carried no labeling or fake safety markings, making it difficult to determine materials and potential toxins such as lead or banned plasticisers, underscoring the urgency of verification at purchase.

Authorities encouraged anyone who suspects they have bought a fake toy to return it immediately, leave a review to warn other parents and report it to Trading Standards, as part of a broader effort to curb the influx of dangerous replicas this season.