Safety Concerns: Fake toys worth £3.5m seized at UK Border – 90% were counterfeit Labubu dolls

Some of the fake toys seized at the UK Border in 2025

Counterfeit toys are flooding into the UK, putting children’s safety at risk, according to stark new figures released by the Home Office.

So far in 2025, 259,000 fake toys worth nearly £3.5 million have been seized by Border Force – the equivalent of 24 tonnes of unsafe goods. Shockingly, 90% of these were counterfeit Labubu dolls, a popular collectible, with more than 200,000 seized before they could reach UK consumers.

Testing carried out by Trading Standards has revealed that 75% of seized counterfeit toys fail safety checks, with banned chemicals, choking hazards and dangerous designs identified in toys marketed at toddlers and young children.

‘Fake Toys, Real Harms’ campaign

In response, the Intellectual Property Office (IPO) has launched the “Fake Toys, Real Harms” campaign, alongside retailers, Trading Standards, local authorities and parenting influencers.

The initiative highlights the hidden dangers of counterfeit toys and aims to raise awareness among parents and gift buyers.

Helen Barnham, Deputy Director of Enforcement at the IPO, warned:

“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 Harm’ 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.”

Border Force Regional Director Phillip Holiday added:

“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.”

Parents prioritising cost over safety

Research for the IPO shows that while 92% of toy buyers know counterfeits are on sale in the UK, cost remains the top priority for seven in ten parents. In contrast, only 27% of buyers cite safety as a deciding factor.

Nearly half (46%) of parents who unknowingly purchased counterfeit toys reported problems including toys breaking immediately, unsafe labelling, toxic odours and even illness in children.

Parenting influencer Budgeting Mum, backing the campaign, said:

“As a parent you just want the peace of mind that the toys you buy are safe for your children. What looks like a bargain can turn out to be something unsafe or even dangerous. With so many people buying toys online now, it can be even harder to spot the fakes.

“You can’t hold the toy in your hands or check the packaging properly. That’s why this campaign matters: it gives parents like me the confidence to know what to look for, so we can protect our kids.”

How to spot and avoid counterfeit toys

The IPO has issued guidance for parents and gift buyers to protect children from fake toys:

Before buying:

• Stick to trusted retailers or official brand websites

• Check reviews carefully, including negative ones

• Be wary of very low prices

• Search online to see if the toy has been recalled

When the toy arrives:

• Look for UKCA or CE safety marks and a UK contact address

• Inspect packaging for age warnings and professional quality

• Check the toy for loose parts, stuffing or unsecured batteries

If you suspect a counterfeit:

• Do not give the toy to your child

• Return it immediately

• Leave a review warning others

• Report the seller to the platform or Trading Standards

A growing threat

Experts warn that while counterfeit Labubu dolls dominate this year’s seizures, criminals are targeting a wide variety of toys. Enforcement officers intercepted 53 separate shipments of counterfeit toys between January and August 2025, suggesting an industrial-scale problem.

The IPO’s campaign materials, including mock-up packaging exposing hidden dangers, can be found at www.faketoys.co.uk, with content designed to be shared widely across social media.