Parents warned about unsafe counterfeit toys

If you’re worried about the cost of the kids’ Christmas presents, you might be tempted to buy a counterfeit version of a branded item.

But the Intellectual Property Office (IPO) is warning that many of these fake toys have hidden choking hazards, faulty parts and contain toxic chemicals.

As a result, it’s joining forces with leading toy retailers, local authorities and influencers to highlight the danger they pose to children.

Three-quarters of seized counterfeit toys don’t meet safety standards

According to the IPO, around 259,000 fake toys have been seized at the UK border by Border Force this year.

These, it says, were worth more than £3.5m in total.

But alarmingly, 75% of the seized counterfeit toys were found to fail safety tests.

Parents have reported problems with fake toys

This backs up separate research into consumers’ experiences of counterfeit toys.

Nearly half (46%) of those who purchase fakes reported problems such as:

• toys breaking almost straight away
• unsafe labelling
• toxic smells
• children getting ill

200,000 fake Labubu dolls seized in 2025

Labubu dolls are a must-have item for many kids right now - and counterfeiters are taking full advantage of their popularity.

Since the beginning of this year, more than 200,000 fake Labubu dolls have been seized at the border.

They also account for 90% of all counterfeit toys seized in the UK in 2025.

Cost matters more than safety to consumers

One reason why the IPO is keen to highlight the risks posed by fake toys is that safety often isn’t the top priority for parents.

Figures showed that seven in ten toy buyers think cost is the most important issue to consider.

By contrast, less than three in ten rate safety as a factor to think about.

But crucially, almost six in ten toy buyers would reconsider buying a counterfeit if they knew the safety risks.

“With counterfeit toys, what you see is rarely what you get,” said Helen Barnham, deputy director of enforcement at the IPO.

“Child safety must come first, so we’re urging parents - please don’t let your child be the tester.”

How can I avoid buying counterfeit toys?

If you were thinking of getting your child a toy for Christmas, it’s important that you know how to tell they’re genuine and safe.

Stick to trusted retailers

Only buy from legitimate outlets or official brand websites.

Check reviews carefully

Even if there’s lots of five-star reviews, it’s still worth checking what unhappy customers had to say.

Be suspicious of bargain prices

If you see a deal that looks too good to be true, then it probably is.

Search the brand and product name

Have a look online to see if there’s any reports of the toy having been recalled because of safety issues in the past.

Then when the toy arrives:

Check safety marks on the packaging

The packaging should contain a UKCA or CE safety mark, as well as a UK contact address.

Look for age warnings

Legitimate toy manufacturers should state on the packaging whether the product is unsuitable for certain age groups.

Check the toy thoroughly

Take a close look at the condition of the item, so you can be sure there are no hazards like unsecured batteries or loose small parts.

What should I do if I think a toy isn’t genuine?

If you think you’ve spotted a counterfeit toy that could pose a risk, then don’t give it to your child and return it immediately.

You should also report the seller to the platform you bought it from and leave a review to warn other parents.

Finally, contact Trading Standards so they can take action and, hopefully, stop dangerous counterfeits getting to other families.