The UK’s Chartered Trading Standards Institute is issuing an urgent warning about the growing number of counterfeit “Labubu” dolls being sold in the UK.
The plush toys that have gone viral on social media – quirky fang-toothed “monster elf” figures made popular by Chinese toymaker Pop Mart – have become a global collector’s craze. This has triggered a surge in fakes, many being sold by third-party sellers on online marketplaces and in local shops that are breaking the law.
Trading Standards teams have seized thousands of unsafe counterfeit Labubu dolls in recent weeks. In just one month, more than 2,000 were confiscated from 13 retailers in North Tyneside, with more found in Greater Manchester, Humberside, North Somerset, and Scotland. Many of these items were discovered after tip-offs from concerned parents.
Counterfeit Labubu dolls are poorly made and unsafe. Many contain small, detachable parts such as eyes, hands, and feet, which present a serious choking hazard to young children. Loose stitching and exposed stuffing increase the risk of suffocation.
These fakes often breach the UK’s toys safety regulations, lacking CE or UKCA safety markings, importer details, and required safety warnings. They may also contain toxic substances such as lead, harmful dyes, or banned plasticisers.
Genuine Labubu dolls have a distinctive elf-like design and include authenticity features such as a holographic POP MART sticker, a scannable QR code linking to the official Pop Mart website, and on newer editions a subtle UV stamp on one foot.
Fakes can be spotted via their overly vibrant colours and an incorrect teeth count, with authentic Labubus having nine.
Kerry Nicol, external affairs manager at CTSI, said:
These dolls are fast becoming the latest must have craze, which is being amplified by social media influencers promoting and showcasing ‘unboxing’ of the products on platforms such as TikTok and Instagram. Supply and demand means that legitimate Labubu dolls are almost impossible to find.
Parents understandably want to be able to get their hands on these toys for their children and rightly expect the toys they buy to be safe, but dangerous counterfeits are finding their way into the market.
These fake products bypass the rigorous safety checks and compliance requirements the law demands, meaning they could contain choking hazards, toxic materials, or faulty components that put children at serious risk. Everyone involved in the supply chain – from manufacturers and fulfilment houses to sellers and marketplaces should have a role to play in ensuring unsafe toys never reach the hands of children.
