Warning to Christmas shoppers about fake Labubus as 240,000 seized at the border

A WARNING has been issued to Christmas shoppers about fake Labubus as 240,000 seized at the border.

Nearly a quarter of a million fake Labubus have been seized at the border in a blow to criminals looking to cash in on demand for this year’s must-have Christmas present, the Government has announced.

Dangerous imitations made up 90% of the more than 260,000 counterfeit toys stopped by Border Force in 2025, following a surge in the dolls’ popularity. 

With three-quarters of counterfeit toys failing safety tests, officers have stepped up shipment searches in the run-up to Christmas to protect children from harm.

As well as fake Labubus, Border Force seized a range of counterfeit toys and electrical products – including Jellycats, PlayStation controllers, Disney merchandise and Pokémon figurines.

Dangers to children include banned chemicals linked to cancer, and choking as fake toys break more easily due to their poor quality.

Adam Chatfield, Border Force Assistant Director said: "Preventing cheap knock-off toys entering Britain isn’t about stopping fun at Christmas.

"Serious organised criminals use profits from dangerous counterfeit goods to fund their evil activities – exploiting parents and families.

“Every product seized disrupts criminal networks threatening our border security, spares children from harm and protects legitimate British businesses.”

Colette Mason, Author & AI Consultant at London-based Clever Clogs AI, said AI is helping criminals.

She added: "Three-quarters of counterfeit toys failing safety tests isn't surprising when you understand the incentive structure. Criminals aren't just counterfeiting products, they're exploiting gaps in enforcement, marketplace accountability, and consumer awareness. Banned chemicals linked to cancer, choking hazards from poor-quality materials, these aren't accidents. 

"They're the predictable outcome of optimising for profit without consequence. This connects directly to AI-powered systems flooding online marketplaces. Automated listing generation, fake reviews, sophisticated product descriptions are all making it harder for parents to distinguish legitimate sellers from counterfeiters. 

“The same tools making e-commerce ‘efficient’ are making it easier to sell dangerous products to families who think they're buying from trusted platforms. Parents shouldn't need forensic skills to buy safe toys. Platforms and regulators need to close the gaps criminals are exploiting to better protect them.”

Kate Underwood, Founder & Chief People Strategist at Southampton-based Kate Underwood HR and Training, said you should assume a “wildly” cheap product is usually fake.

She continued: "Fake toys aren’t a bargain. They’re a choking hazard that funds criminals. I’m glad Border Force has nabbed them. Nearly 240,000 fakes is not a little ‘oops’ on eBay, it’s a racket. And this isn’t about a dodgy logo. It’s about safety. If most counterfeit toys fail basic tests, you’re basically wrapping up snapped plastic, loose parts and mystery chemicals for Christmas morning. 

"Hard pass. Meanwhile, UK small businesses doing it properly pay tax, follow safety rules, and take the customer grief when things go wrong. Counterfeit sellers? They vanish into the internet. And don’t forget fake dog toys. 

“Dogs shred and swallow, so that ‘bargain’ can become an emergency vet bill fast. Remember if it’s wildly cheaper than everywhere else, assume it’s fake. Buy authorised, check a real UK address/returns policy, and pay by credit card or PayPal.”

Rohit Parmar-Mistry, Founder at Burton-on-Trent-based Pattrn Data, gave some advice to customers this Christmas.

He added: "We’re living in a digital sequel to Jingle All the Way, but the villains have upgraded. Scammers are weaponising parental desperation on platforms like Amazon by hacking the very trust mechanisms we rely on. You might see a Labubu doll with five stars, but often those reviews are for a spatula sold years ago.

"This is ‘Review Merging’, hijacking old listings to inherit a reputation. To stay safe, use the ‘Zombie Review’ check. Sort reviews by ‘Most Recent’. If the text describes a different product than the toy in the image, it’s a hijacked listing. Next, watch for the ‘Alphabet Soup’ seller common on Amazon. 

“If the ‘Sold By’ name is random capital letters like ‘QWXY-Trade’, it’s likely a burner account evading bans. Finally, apply the ‘Impossible Stock’ rule. If Hamleys is dry but a random site has 500 units at full price, it is a trap. Sophisticated scammers use high prices to mimic legitimacy. Don't let a hijacked algorithm decide your child’s Christmas joy or disappointment.”