As the festive shopping season gets into gear, Hounslow Council is urging residents to stay vigilant when buying toys to protect children from serious harm.
Since April 2025, Hounslow Council’s Trading Standards team have seized approximately 24,358 toys which had been imported through Heathrow Airport, preventing over £797,000 worth of counterfeit goods from entering the UK market.
Fake toys frequently fail basic safety checks, with risks including:
- Toxic chemicals: Many counterfeit toys contain banned substances linked to serious health issues.
- Choking hazards: Loose parts, button batteries and poor stitching can put young children at risk.
- Inferior quality: Fakes often break easily, exposing sharp edges or unsafe components.
National figures show the scale of the problem - over 259,000 fake toys worth £3.5 million have been seized at UK borders this year, with viral, in-demand items like Labubu dolls among the most counterfeited products.
Testing found that three in four of these failed safety standards, and nearly half of buyers reported problems ranging from unsafe labelling to toys breaking instantly.
Councillor Pritam Grewal, Cabinet Member for Community Safety, Customer Experience and Enforcement at Hounslow Council, said:
We all want to make Christmas magical for our children, but fake toys can turn joy into danger.
With costs of living high, it’s understandable to want to shop around for the best-value presents. However, fakes aren’t just harmless, low-cost ‘dupes’ for the real thing – they pose real risks as unscrupulous manufacturers flout the rules that keep people safe.
Our Trading Standards team are working hard to uphold the everyday standards that keep people healthy, safe and respected – but it’s important to remain vigilant and always check what you’re buying – it could save a life.
Online marketplaces can be a hotspot for counterfeit toys. Follow these tips to avoid falling victim to counterfeit, potentially unsafe products:
- Buy from trusted retailers: Stick to official brand websites or well-known high street stores.
- Check the seller’s details: Look for a UK address and contact information. If the returns address is overseas, think twice.
- Look for safety marks: Genuine toys should have a CE or UKCA mark and a UK contact address.
- Inspect the website: Poor grammar, low-quality images, or missing consumer rights information are red flags.
- Compare prices: If the price seems too good to be true, it probably is.
- Check reviews carefully: Be wary of overly positive or repetitive reviews – they may be fake.
- Verify trust marks: If a site claims accreditation, check the trust mark’s official website.
- Report suspicious sites: If you suspect a counterfeit seller, report it to Trading Standards or Citizens Advice.
If you suspect you’ve purchased counterfeit goods, report it to Citizens Advice on 0808 223 1133 or visit www.citizensadvice.org.uk.
For more information on how the Council works to uphold trading standards, visit: Trading standards | London Borough of Hounslow
