Labubu dolls account for the overwhelming majority of fake toys seized at UK borders this year, according to new Home Office figures. Officials say the quirky monster toys, created by Hong Kong artist Kasing Lung and popularised through Pop Mart stores, made up 90% of the £3.5m worth of counterfeit items intercepted so far in 2025.
Dangerous Fakes Flooding the Market
Of the 259,000 counterfeit toys seized by the Intellectual Property Office (IPO), some 236,000 were fake Labubus. Nearly three-quarters of those failed safety tests, with inspectors finding harmful chemicals, choking hazards, and poor-quality parts.
Helen Burnham, the IPO’s deputy director of enforcement, said:
“Child safety must come first. These products have bypassed every safety check the law requires, which is why we’re urging parents – please don’t let your child be the tester.”
Popularity Driving Demand
Though marketed as adult collectibles, often labelled as suitable only for those over 15, Labubus have become wildly popular among children. Rare editions of authentic dolls can sell for hundreds of pounds on resale sites.
Demand has been so intense that in May Pop Mart paused in-store sales at all 16 of its UK branches after reports of scuffles between customers. The company now sells Labubus through an online lottery system.
The Scale of the Problem
The IPO’s research shows that seven in 10 buyers of fake toys are motivated by cost, while only 27% cite safety as a concern. Almost half of those who knowingly or unknowingly bought counterfeit toys reported problems, including toys breaking instantly, unsafe labelling, chemical smells, and in some cases, children falling ill.
Experts warn that while Labubus dominate this year’s seizures, they are “just the tip of the iceberg”, with counterfeiters targeting a wide range of popular toys.
Spotting a Fake Labubu
Authorities are urging collectors and parents to check for key details when buying:
- Seller: Official sales are via Pop Mart, with online lotteries for new releases.
- Packaging: Genuine boxes have a matt finish, muted colours, a holographic Pop Mart sticker and a QR code.
- Teeth: Real Labubus have nine triangular fangs.
- Quality: Authentic dolls feature high-quality fur, airbrushed cheeks, glossy embedded eyes and firm limbs.
- Foot detail: Newer editions have a UV-detectable seal on the right foot showing the silhouette of the specific model.
The IPO has launched a campaign, Fake Toys, Real Harms, to raise awareness of the risks, warning that criminals are exploiting the craze around Labubu and similar collectibles.
