Nearly 100 counterfeit “Labubu” dolls have been removed from shops in Reading, prompting warnings to Christmas shoppers about the risks posed by unsafe and potentially toxic toys.
Trading Standards officers from Reading Borough Council inspected 12 retailers in the town centre in October and found all were selling versions of the viral plush figures, which originate from Chinese toymaker Pop Mart. None of the retailers were able to provide invoices to prove their goods were genuine.
Of the 103 toys examined, 93 were confirmed to be counterfeit and a further 10 could not be verified due to sophisticated packaging closely resembling the real product.
The dolls – quirky, small “monster elf” characters – surged in popularity on social media this year. But Pop Mart withdrew the items from sale in the UK in May over safety concerns. Officials say this has fuelled a market in fakes, often sold by third-party sellers in shops and online.
Counterfeit versions, sometimes branded “Lafufus”, often display tell-tale signs such as overly bright colours or the wrong number of teeth. Authentic Labubu dolls have nine.
Trading Standards officers warned that many of the seized dolls breached the UK’s Toys (Safety) Regulations 2011. The toys lacked CE or UKCA markings, importer details and legally required safety warnings. Without proper safety certification, officials say it is unclear whether the materials contain harmful substances, including toxic dyes, lead or banned plasticisers.
Cease-and-desist notices were issued to 10 retailers. Follow-up visits a week later confirmed the toys had been removed from sale.
Cllr Karen Rowland, Reading Borough Council’s lead member for environmental services and community safety, said the findings were “worrying”.
“These harmful toys could have got into the hands of children this Christmas,” she said. “We strongly urge any parent looking for a bargain not to ‘toy’ with a child’s safety. These impish creatures can be extremely dangerous for young children.”
The Office for Product Safety and Standards is advising consumers to check for safety markings, ensure sellers provide clear UK contact details and to inspect products for age-appropriate warnings. Shoppers are also encouraged to check for product recalls on the government’s recall website.
Cllr Rowland added: “When money is tight, it’s understandable to be tempted by goods that appear to be genuine bargains. But even if they look like they come from reputable sellers, you have no guarantee they meet safety standards. At best you may be disappointed; at worst they could be dangerous. It really isn’t worth the risk.”
Anyone with concerns about unsafe products is urged to contact the Citizens Advice Consumer Helpline on 0808 223 1133.
