A major pre-Christmas safety operation has prevented hundreds of thousands of dangerous counterfeit toys from reaching children's stockings across the United Kingdom.
Scale of the Seizure
In a stark warning to shoppers, authorities revealed that Border Force officers have seized more than 260,000 imitation toys so far in 2025. The scale of the problem is highlighted by the fact that fake versions of the popular Labubu collectible dolls constitute a shocking 90% of all confiscated goods.
Nearly 240,000 counterfeit Labubu dolls have been intercepted this year alone. These fakes, often sold for as little as £2.99 online, starkly contrast with the price of genuine items, which can range from £13.50 to over £200 for rare versions typically sold in 'blind box' formats.
The Dangers of Counterfeit Toys
The crackdown, part of Operation Foretide, is a joint initiative between Border Force and the Intellectual Property Office. It targets not just copyright infringement but critical safety failures. Official tests show that approximately 75% of counterfeit toys fail basic safety standards.
According to the Home Office, these illicit products pose serious risks to children. Hazards include small, poorly made parts that break easily and become choking dangers, and the use of banned chemicals linked to cancer and other health issues.
Helen Barnham, Intellectual Property Office Deputy Director of Enforcement Policy, stated: "With counterfeit toys, what you see is rarely what you get. These illegal and dangerous goods have bypassed every safety check the law requires."
How to Spot a Fake Labubu
Trading standards groups in areas including North Yorkshire and Birmingham are urging parents to be vigilant. Key advice includes:
- Examine the product: Trust your instincts on look and feel. Genuine Labubu dolls come with a verifiable QR code, but be wary of codes that redirect to fake sites.
- Scrutinise the price and seller: Be suspicious of prices far below the official PopMart range. Fake sellers often operate on unfamiliar social media shops or websites with no clear contact details or returns policy.
- Check the packaging: Flimsy or unusually shiny packaging can be a tell-tale sign of a counterfeit.
Adam Chatfield, Border Force Assistant Director, emphasised the wider criminal impact: "Serious organised criminals use profits from dangerous counterfeit goods to fund their evil activities – exploiting parents and families. Every product seized disrupts criminal networks."
Other popular toy lines targeted by counterfeiters this year, and subsequently seized, include Jellycat plush toys, PlayStation controllers, Disney merchandise, and Pokémon figurines.
Parents who suspect they have purchased a fake toy are urged to report it to their local Trading Standards office or to Crimestoppers online.
