Retailers across the UK are being urged to review their toy stock urgently following a stark warning from trading standards officers, as dangerous counterfeit Labubu dolls continue to flood the market.
The dolls, originally produced by Chinese designer toy company Pop Mart, have soared in popularity among kids and collectors. But their increased popularity has led to the emergence of imitations, the majority of which are extremely dangerous.
In recent weeks, local authorities have taken thousands of these illegal copies across the country. In Fife, North Somerset, East Ayrshire, and Oldham, fake Labubu dolls are reported to be sold in shops, on internet markets, and in pop-up shops—often significantly under their original value.
These imitations lack even the bare minimum safety measures required under UK law. They often use inferior materials, have no evidence of the manufacturer’s or importer’s address, and are not marked with UKCA or CE. The design flaws are particularly significant: poorly stitched limbs, brittle plastic details, and loosely fitted components all represent choking or suffocation risks, especially to young children.
In Weston-super-Mare, more than 600 fake dolls were seized after a concerned parent contacted local trading standards officers. Elsewhere, in Oldham, over 100 dolls were removed from circulation—many lacking any legally required labelling or traceability.
The danger is not only to children. UK toy retailers, many of whom are already battling thin margins and rising import costs, now face reputational risk and legal exposure if found selling unauthorised items. Online sellers are especially vulnerable. Although websites like Amazon and eBay have policies in place to remove pirated content, enforcement is at best uneven.
Distributors and importers are also being encouraged to double-screen their supply chains. While some counterfeits of Labubu dolls enter via grey-market distributors, others are entering directly from foreign vendors that are targeting UK consumers through social media sites and third-party e-commerce websites.
The British Toy and Hobby Association (BTHA) has called for tighter regulation on international sellers and more accountability from online platforms. A spokesperson from the BTHA noted that this isn’t the first instance of counterfeit toys surging alongside a brand’s rise in popularity. However, they pointed out that fake Labubu toys are especially concerning, as many parents fail to recognise they’re not genuine until it’s already too late.
The authentic Pop Mart copies will typically be packaged in sealed “blind boxes” and will carry unique markings, like a holographic sticker, a QR code, and unique packages with registered trademarks. The counterfeits typically look identical upon first glance but are short on detail, feature incorrect colors, and are made of low-quality materials. Some even contain illegal chemicals in the paint or plastics.
Over the past half year alone, Border Force officials have reportedly seized over 100,000 counterfeit toys, most of which featured branding Labubu dolls. Some batches were found to be flammable or made using industrial dyes not permitted in children’s products.
Retail analysts caution that failure to address the situation could negatively impact the UK’s £3.3 billion (USD 4.2 billion) toy market. Independent retail consultant Rachel Forster asserts that consumer trust is crucial in this industry. She clarified that there could be major long-term repercussions for respectable merchants if parents begin associating popular toy brands with poor quality or possible risks.
Trading standards and consumer watchdogs are now urging parents and businesses to remain vigilant. Customers are advised to purchase Labubu products from reputable retailers only, check for official logos and QR codes, and report any suspicious products to their local authority.
For reputable toy sellers, the advice is simple: audit your inventory, check your suppliers, and avoid “too good to be true” offers on merchandise. The short-term gain is not worth the legal and reputational risks.
