Key Points:
- The Chartered Trading Standards Institute has issued an urgent warning about the growing number of counterfeit “Labubu” dolls being sold in the UK.
- Trading Standards teams have seized thousands of unsafe counterfeit Labubu dolls in recent weeks.
- Counterfeit Labubu dolls are poorly made and unsafe, containing small, detachable parts that pose a serious choking hazard to young children.
The Chartered Trading Standards Institute (CTSI) has issued an urgent warning about the growing number of counterfeit “Labubu” dolls being sold in the UK.
The viral plush toys – quirky fang-toothed “monster elf” figures made popular by Chinese toymaker Pop Mart – have become a global collector’s craze. This popularity has fuelled a surge in fakes, many being sold by third-party sellers via online marketplaces and local shops.
Trading Standards teams have seized thousands of unsafe counterfeit Labubu dolls in recent weeks. In just one month, over 2,000 were confiscated from 13 retailers in North Tyneside, with further seizures 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, CTSI noted. 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 further increase the risk of suffocation.
“Fake dolls are poorly made in unsafe manufacturing premises. Counterfeiters do not follow safety standards and are unlikely to have good factory controls in place. A fake Labubu doll might contain hazardous chemicals in the plastic which can cause lifetime damage to a child's organs. Small parts such as eyes could easily detach, posing a serious choking hazard for small children,” Christine Heemskerk, CTSI Lead Officer for Product Safety, said.
These fakes often breach the UK’s Toys (Safety) Regulations 2011, lacking CE or UKCA safety markings, importer details, and required safety warnings. Without proper safety checks, they may also contain toxic substances such as lead, harmful dyes, or banned plasticisers.
Genuine Pop Mart 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. Signs of a fake include overly vibrant colours and an incorrect teeth count, with authentic Labubus having nine. These markers are commonly missing or poorly replicated on counterfeit versions.
“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,” Kerry Nicol, External Affairs Manager at CTSI, said.
“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.”
CTSI advises consumers to:
- Inspect packaging carefully – check for a UKCA or CE mark, and make sure the product lists a UK-based importer or manufacturer. Warnings and usage instructions should be present.
- Look for authenticity markers – genuine Pop Mart Labubu dolls feature a holographic sticker, a scannable QR code linking to the official Pop Mart website, and (on newer editions) a UV stamp on one foot.
- Check the product’s appearance – overly vibrant colours, poor stitching, or the wrong number of teeth (authentic Labubus have nine) are signs of a fake.
- Be cautious of “bargains” – counterfeit toys are often cheaper but may carry serious safety risks, including choking hazards and toxic materials.
- Buy from reputable retailers and avoid unfamiliar online vendors or third-party sellers on online marketplaces listings.