IPO launches national campaign highlighting counterfeit toy safety risks
The Intellectual Property Office (IPO) has launched a national consumer awareness campaign titled 'Fake Toys: Real Harms' to highlight safety risks posed by counterfeit toys. Enforcement agencies have seized 259,000 counterfeit toys worth £3.5m at UK borders in 2025, with three in four failing basic safety checks. The seized items included Labubu dolls presenting choking hazards and dangerous chemical content, action figures containing toxic paint, and electronic toys with loose battery components. The campaign aims to address consumer behaviour, as research indicates that while 92% of consumers know about counterfeit products, only 27% consider safety standards when purchasing, with 70% prioritising price over safety. The initiative provides guidance on identifying counterfeit toys through price verification, seller authentication, safety mark inspection, and reporting procedures for suspected counterfeits to Trading Standards and online marketplaces.