Image: Fake Labubu doll seized by Rhondda Cynon Taf County Borough Council Trading Standards Team.
The Chartered Trading Standards Institute (CTSI) is issuing 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 that are breaking the law.
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. 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.
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.
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.
CTSI is looking at counterfeit goods as part of a wider campaign as the manufacturing and sale of these products is often linked to wider organised crime groups.
Anyone who is concerned or would like advice, contact the Citizens Advice Consumer Helpline on 0808 223 1133 (England and Wales). In Scotland, contact Advice Direct Scotland on 0808 164 6000, or for Northern Ireland call Consumerline on 0300 123 6262.
