The Office for Product Safety and Standards (OPSS) has issued an urgent product recall notice for counterfeit Labubu-style soft toys, warning of a serious health risk to young children. The recall targets a green, soft-filled toy with a spinning tail pull cord, measuring approximately 17 centimetres in height, which has been removed from sale due to safety failures.
Popularity Sparks Counterfeit Market
Labubu toys, the brainchild of Hong Kong artist Kasing Lung and licensed by POP MART, have surged in popularity as collectable designer items. Embraced by celebrities like Rihanna, Dua Lipa, and Olivia Attwood, these fluffy monster plushies became must-have accessories last year, appealing to both adults and children. However, this widespread demand has led to a proliferation of knockoff versions flooding the market.
Serious Choking Hazards Identified
The OPSS has highlighted that the counterfeit Labubu toys present a severe choking risk. The keyring attachment and right foot can detach easily, creating small parts that fit entirely within a small parts cylinder. This poses a particular danger to children under 36 months of age, who often explore objects by placing them in their mouths.
The product does not comply with the Toys (Safety) Regulations 2011, leading to its removal from sale by local distributors. By October 2025, UK border authorities had already confiscated 259,000 counterfeit toys, with the vast majority being fake Labubu dolls.
Hidden Dangers in Counterfeit Products
Helen Barnham, deputy director of enforcement at the Intellectual Property Office, issued a stark warning: "With counterfeit toys, what you see is rarely what you get. Behind the packaging can be hidden choking hazards, toxic chemicals and faulty parts that put children in real danger."
She emphasised that these products bypass all mandatory safety checks, prompting ongoing efforts to keep dangerous fakes out of UK homes. Statistics reveal that 75% of confiscated toys failing safety checks contained prohibited chemicals and posed choking risks.
Consumer Advice and Awareness Campaign
The Intellectual Property Office has launched the 'Fake Toys, Real Harm' campaign to educate parents and gift buyers about the hidden dangers of counterfeit items. Shoppers are advised to purchase only from trusted retailers or official brand websites and exercise caution with third-party sellers on online marketplaces.
Additional red flags include prices that seem "too good to be true" and overly positive reviews. Consumers are urged to scrutinise negative feedback and prioritise child safety over cost savings. "Child safety must come first, so we're urging parents – please don't let your child be the tester," Barnham stated.
This recall underscores the critical importance of adhering to safety standards in the toy industry, especially as counterfeit products continue to exploit popular trends at the expense of consumer well-being.
