90% of toys seized at the UK border were fake Labubu dolls, with many posing toxic or choking risks

Labubu dolls, once prized as quirky collectables, have now become the symbol of Britain’s counterfeit toy crisis. Government figures show that fake versions of the monster-themed toys account for 90% of all counterfeit toys seized at UK borders this year, worth an estimated £3.5m. Out of 259,000 fake toys intercepted, 236,000 were Labubus, revealing just how deeply counterfeiters have targeted the craze.

The dolls, created by Hong Kong artist Kasing Lung and popularised through Pop Mart, have gained cult-like status with collectors and children alike. Genuine versions can resell for hundreds of pounds, and demand has grown so intense that Pop Mart temporarily suspended sales in its 16 UK stores earlier this year after fights broke out between desperate buyers. The company now sells the figures only through an online lottery system.

Criminal networks have exploited that feverish demand. Counterfeit Labubus, often crudely made and poorly packaged, have flooded the market. Officials say the problem is far more sinister than just knock-offs. Nearly three in four fake toys seized this year failed safety checks, some containing toxic chemicals, others with loose parts that could choke young children.

Helen Barnham, deputy director of enforcement at the Intellectual Property Office, warned of the dangers: “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. Child safety must come first, so we’re urging parents – please don’t let your child be the tester.”

A new campaign, Fake Toys, Real Harms, has been launched to alert the public. Officials say counterfeit toys are often marketed at a fraction of the price of the real thing, and many buyers are drawn in by the apparent bargains. The IPO found that seven in ten people who knowingly bought fakes did so because of cost, with only 27% citing safety as a concern. Almost half a year later admitted that the products caused problems, ranging from toys breaking immediately to toxic odours and, in some cases, illness in children.

Spotting a fake Labubu is not always simple, but experts point to clear warning signs. Genuine boxes have a matte finish with muted colours, along with a holographic Pop Mart sticker and a QR code. Real dolls feature nine sharp triangular teeth, soft high-quality fur, and carefully applied blush, while their limbs feel solid rather than flimsy. The latest editions carry a UV-detectable seal on the right foot, showing a silhouette of the model when lit. By contrast, many fakes have rough seams, smudged paint and eyes that appear cloudy instead of glossy.

Collectors may shrug at imperfections, but safety experts stress that the risks go beyond cosmetic flaws. Counterfeit dolls have turned up with hazardous materials and broken parts that could easily be swallowed. Some shipments carried such strong chemical smells that inspectors flagged them as a potential health risk.

The IPO has stressed that Labubu is only the most visible part of a much bigger problem. Counterfeiters target whichever toys are trending, from action figures to dolls and plushies, and the risks extend across the toy market. Barnham said the focus should always remain on protecting children: “The demand for Labubu shows how quickly fakes can overwhelm the market. But this is just the tip of the iceberg. Counterfeit criminals will exploit any popular trend. Buyers must stay vigilant.”

The message is clear: saving money on counterfeit toys comes with a hidden price. Behind the bright colours and quirky designs, fake Labubus represent a growing danger – not just to collectors’ wallets, but to children’s health.