Fake Toys, Real Harms

Because no toy should come with additional dangers

Fake toys (also known as Counterfeit) don’t advertise their “special features”, but if they did, the packaging might look something like this:

• “Paint laced with cancer-causing chemicals.”
• “Stuffing fillers that can trigger wheezing.”
• “Unsafe batteries for maximum surprise.”
• “Loose panels and sharp edges for surprise injuries.”
• “Collectible cuteness…with eyes that drop off.”

It sounds far-fetched. But these are the kinds of risks uncovered in counterfeit toys seized at the border and tested by experts.

Behind the eye-popping colours, low prices and click-to-buy convenience can lurk toxic chemicals, unsafe stuffing, loose batteries and choking hazards. Toys that should bring joy can instead bring harm. And the worst part? Children end up as the testers.

Why it happens

From playground crazes to birthday wish-lists, keeping up with toy trends is part of modern childhood. Whether you’re a parent, grandparent, carer, aunt, uncle or family friend, you’ll know the feeling: the lists keep growing, trends spread like wildfire, and suddenly every child is asking for the same must-have toy.

Add in the pressure of saving money and the convenience of one-click shopping, it’s no surprise counterfeit toys find their way into homes. Research shows:

• 92% of toy buyers know fakes exist, but only 27% think about safety when buying.
• Seven in 10 prioritise cost, while 43% concede to children’s demands.
• Nearly half of buyers who ended up with counterfeits experienced serious issues.

That’s why awareness matters. Because a cheap toy that skips safety checks isn’t really a bargain.

The scale of the problem

So far in 2025, 259,000 counterfeit toys worth more than £3.5 million have been stopped at UK borders. Testing found that three out of four failed safety checks, often containing banned chemicals, choking hazards or unsafe parts.

And those are just the ones caught in time. Without caution, thousands more could end up the hands of children. Criminals will fake whatever is trending: dolls, action figures, games, even toys designed for toddlers. If it's in demand, chances are, someone will try to fake it. 

But what are the risks?

Every toy sold legally in the UK must pass strict checks for things like:

•          Small parts and choking hazards
•          Chemical safety
•          Fire resistance
•          Electrical safety (where applicable)
•          Secure battery compartments

Counterfeit toys often skip these checks altogether. That means children can end up as the “testers”, discovering problems first-hand. Parents and caregivers have reported toys breaking instantly, giving off strong chemical smells, stuffing poking through seams, unsecured batteries, and even children feeling unwell after handling fakes.

Playtime should be fun, not experimental. And with genuine toys, you know safety has been checked before it reaches children’s hands

How to spot a fake

Counterfeit toys are designed to fool even the most careful buyer, but there are clues if you know where to look. Here are the tell-tale signs:

Before you buy

• Check the price: If it looks too good to be true, it probably is. Unexpectedly low prices can be a warning sign.
• Check the seller: Stick to official brand sites and trusted retailers. On marketplaces, look carefully at who is selling - not just the platform.
• Read the reviews: Don’t just skim the five-stars. Negative reviews often reveal problems like poor packaging, unsafe design or missing safety marks.
• Look at the listing: Blurry images, spelling mistakes, or vague product descriptions all suggest corners have been cut.

When the toy arrives

• Look for safety marks: Genuine toys carry a UKCA or CE mark, plus a UK or EU contact address.
• Inspect the packaging: Is it professional? Are warnings and age labels included? Missing details, spelling mistakes or dodgy printing are big red flags.
• Check the toy itself: Watch for loose parts, unsecured batteries, sharp edges or exposed stuffing. If something feels flimsy, don’t ignore it.
• Trust your instincts: Strange chemical smell? Packaging that feels wrong? It’s okay to be cautious.

What to do if you think you’ve bought a fake

Even with the best checks, anyone can accidentally end up with a counterfeit. Fakes are clever at hiding in plain sight. If you spot a problem:

1. Don’t give the toy to your child. Put safety first.
2. Return it to the seller and ask for a refund.
3. Warn others by leaving an honest review.
4. Report it:
   • To the website or marketplace where you bought it.
   • To Trading Standards, who can investigate and help protect other families.

By taking action, you’re not only protecting your own child but helping stop risky toys reaching others too