Counterfeit soft toys removed following Trading Standards intervention

10/10/2025

At present a number of counterfeit Labubu dolls and other branded soft toys are awaiting destruction after being removed from sale.

A complaint citing serious safety concerns came through to Pembrokeshire County Council’s Public Protection department and led to investigation.

These fake toys, which often appear to be bargain alternatives to genuine products, pose significant risks to children. Unlike legitimate items, counterfeit toys are not manufactured in accordance with strict toy safety legislation. They are frequently poorly constructed and may contain hazardous materials.

Safety Risks of Counterfeit Toys

Counterfeiters typically ignore safety standards and lack proper factory controls. As a result, these toys may include:

Toxic chemicals in plastics that can cause long-term damage to children’s organs.
Detachable small parts, such as eyes, which present choking hazards for young children.

Advice for Consumers

The Chartered Institute for Trading Standards (CTSI) offers the following guidance to help identify genuine products:

Check packaging for a UKCA or CE mark and ensure a UK-based importer or manufacturer is listed. Warnings and usage instructions should be present.
Look for authenticity markers on Pop Mart Labubu dolls, including a holographic sticker, a scannable QR code linking to the official website, and a UV stamp on one foot (on newer editions).
Inspect the toy’s appearance – signs of a fake include overly vibrant colours, poor stitching, or the wrong number of teeth (authentic Labubus have nine).
Be wary of “bargains” – lower prices often mean higher risks.
Buy from trusted retailers and avoid unfamiliar online vendors or third-party sellers on marketplace platforms.

Advice for Retailers

Retailers are also urged to exercise caution when sourcing branded toys. This includes:

Purchasing only through official channels.
Checking for anti-counterfeit codes on packaging.
Avoiding bulk purchases from unknown suppliers.

The manufacture and sale of counterfeit goods is frequently linked to organised crime, making enforcement and consumer awareness even more critical.

For further information or to report concerns, please contact Pembrokeshire County Council’s Trading Standards Team on 01437 764551.