The Christmas Hustle: The Hidden Dangers of Counterfeit Toys
- Jan 28
- 4 min read
Updated: Feb 15
’Tis the season of doom scrolling through endless websites, bundling up to brave the elements and overheating the moment you step off the High Street and into a brightly lit store, all in the bid to find that perfect present for our loved ones.
If you celebrate this time of year with gift-giving, you’ve probably felt the pressure to find the perfect present, without breaking the bank.
But picture this – you’ve been hunting for that must have toy your child has been begging for. It’s top of their wish list, and finally, you find it online at half the price. Same name, same picture, sounds like a win, right?
But what if that toy came with “special features” like paint laced with cancer-causing chemicals, stuffing that triggers wheezing, unsafe batteries for maximum surprise or loose panels and sharp edges for injuries.
Sounds far-fetched? Sadly, these are real risks uncovered in counterfeit toys seized at UK borders and on our High Streets. Suddenly, that bargain doesn’t feel like much of a win anymore, does it?
Trending Toys: Why Counterfeits Are Everywhere
One of the biggest crazes right now are Labubu dolls, the quirky, elf-like collectibles from the Chinese brand Pop Mart. With their toothy grins and viral popularity, they’ve become a must have for kids and collectors alike.
But here’s the problem, counterfeit Labubu dolls are flooding the market, along with other toys from popular brands like Cocomelon and Blippi. In 2025 alone, over 200,000 counterfeit Labubu dolls have been seized.
Genuine toys meet strict safety standards. But the counterfeits, not so much. They’ve been found with choking hazards, toxic materials, missing CE or UKCA markings and no importer details to name just a few of the issues. Shockingly, 3 out of every 4 toys tested failed the necessary safety tests.
Trading Standards Officers and partner agencies are working hard to stop these unsafe products infiltrating into our homes, but more needs to be done.
Intellectual Property Office (IPO) – “Fake Toys, Real Harm” Campaign
This autumn, the Intellectual Property Office (IPO) launched their “Fake Toys, Real Harms” campaign. This campaign highlights the hidden dangers of counterfeit toys and aims to help families protect children from harm. Supported by Trading Standards teams, toy retailers, local authorities and parenting influencers, the campaign raises awareness of the risks, provides practical tips to spot fakes and encourages reporting to stop unsafe products reaching homes.
Despite the dangers, many parents and gift buyers overlook the risks associated with counterfeit toys in the interest of saving money. With counterfeit toys designed to look like the real thing, families can be misled into thinking they are buying something safe, when in fact children are the ones “testing” these dangerous products.
The Fake Toys, Real Harms campaign aims to:· Raise awareness of the hidden harms of fake toys.· Equip parents and carers with practical tips to spot a counterfeit.· Encourage reporting of unsafe toys to protect more families.· Shine a light on the industrial scale of toy counterfeiting and the role of enforcement in tackling it.
For further information, check out Fake Toys Real Harms | ACG on The Anti-Counterfeiting Group (ACG)’s website.
How to Spot a Fake: Your Consumer Checklist
Counterfeit toys look convincing, but there are tell-tale signs if you know what to check for.
Before you buy:
Price Check: We all love a bargain, but if it looks too good to be true, stop and pause. Is it really a bargain, or is it counterfeit?
Seller Check: Stick to official brand sites or trusted retailers. If buying via an online marketplace, check the actual seller, not just the platform.
Read Reviews: Look for negative reviews mentioning poor quality or missing safety marks, don’t just concentrate on the 5 star ones.
Listing Details: Blurry images, spelling mistakes or vague descriptions are all big red flags.
When the toy arrives, check for:
Safety Marks: Genuine toys carry a UKCA or CE mark and a UK contact address.
Packaging: Professional packaging includes age warnings and safety information.
Quality Check: Loose parts, unsecured batteries, sharp edges or exposed stuffing are warning signs.
Smell Test: A strong chemical smell can indicate toxic materials.
If in doubt, don’t give the toy to your child. Report it to the selling platform and Trading Standards, return the item to the seller and leave a review to warn others.
Why Is This Happening?
Keeping up with toy trends is part of modern childhood and adult shopping habits. Add the pressure of saving money and the convenience of one-click shopping, and it’s no surprise counterfeit toys slip through and into our homes.
92% of toy buyers know fakes exist, but only 27% think about safety when buying.
7 in 10 prioritise cost, while 43% give in to children’s demands.
Nearly half of buyers who ended up with counterfeits experienced serious issues.
A cheap toy that skips safety checks isn’t a bargain, it’s a hazard.
What Can We Do?
Trading Standards officers play a vital role in:
Educating retailers about product safety and legal obligations
Inspecting stock and seizing non-compliant goods
Protecting consumers, especially children, by raising awareness
Encouraging buyers to shop smart and report suspicious products
Supporting campaigns like the IPO’s “Fake Toys, Real Harms”
Our goal is to ensure what’s on the shelves is safe, legal, and trustworthy.
Final Thoughts
Counterfeit toys aren’t just a nuisance, poor imitations or dupes, they’re a real danger.This Christmas, let’s stay alert, spread the message, and keep unsafe products out of children’s hands. Because every child deserves a safe and happy Christmas, and no toy should come with added risk. Let’s keep playtime safe.
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