Government warns parents over dangerous counterfeits
Parents are being urged to think twice before snapping up cheap toys online after new government figures revealed more than 259,000 fake toys worth over £3.5 million have been seized at UK borders so far this year – many containing banned chemicals and choking hazards.
The warning comes as the Intellectual Property Office (IPO) launches its “Fake Toys, Real Harms” campaign, backed by Trading Standards, local councils, and social media influencers. The campaign aims to highlight the serious risks counterfeit toys pose to children’s health and safety – from toxic materials to faulty, breakable parts.
According to government testing, three-quarters of seized counterfeit toys fail safety checks, while 46% of people who bought fakes reported serious issues, including unsafe labelling, strange chemical smells, and even children falling ill.
Labubu dolls dominate seizures
Nearly 90% of this year’s fake toy seizures – around 236,000 items – were counterfeit Labubu dolls, a viral collectible toy range. Border Force says the dolls alone accounted for £3.3 million of the total haul.
Experts say the Labubu craze is “just the tip of the iceberg,” warning that counterfeiters are targeting a wide range of toys, from action figures to soft toys and electronic gadgets.
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 hidden choking hazards, toxic chemicals and faulty parts that put children in real danger. Please don’t let your child be the tester.”
Phillip Holiday, Border Force regional director, added that officers had intercepted 53 shipments of counterfeit toys this year alone. “We are disrupting criminal networks and protecting children from unsafe products,” he said.
Safety overlooked in cost-of-living crunch
Research for the IPO found that while 92% of toy buyers know fakes are on sale, cost remains the main driver for purchases. Seven in ten consumers prioritise price over safety, and only 27% consider safety as a key factor when buying toys.
Parenting influencer ‘Budgeting Mum’, who is supporting the campaign, said: “What looks like a bargain can turn out to be something unsafe or even dangerous. It’s harder to spot fakes online, so parents need to know the warning signs.”
How to spot a fake
The IPO is urging buyers to stick to trusted retailers and official brand websites, check reviews carefully, and beware of prices that seem “too good to be true.” Parents are also advised to inspect packaging for UKCA or CE safety marks, look for a UK contact address, and avoid toys with loose parts or unsecured batteries.
The Fake Toys, Real Harms campaign is rolling out across social media with striking visuals showing the “hidden harms” inside counterfeit packaging. More information and safety tips can be found at www.faketoys.co.uk.
As the festive shopping season approaches, the message from authorities is clear: a cheap fake could come at a dangerous price.
