Northumberland County Council Trading Standards officers are warning both consumers, and businesses after counterfeit versions of the collectible Labubu dolls, posing a safety risk to children, are being found on sale in shops across the county. 
 

The counterfeit toys—imitations of the popular “Pop Mart” Labubu brand—have been found to contain loose parts that may pose a choking hazard to young children. Additionally, some of these products do not carry the legally required safety labelling, such as the CE or UKCA mark, or the name and address of a supplier based in the UK. They are often also cheaper than the legitimate products. 
 

Many of the items seized have poor quality visible stitching and the dolls’ hands or feet break off fairly easily. Also, the genuine doll has nine teeth. Some fake dolls do have nine teeth, however others have been found with differing numbers.” 
 

Anyone who has bought a doll and thinks it is fake or who comes across these dolls for sale and believes they are fake should report it to  tradingstandards@northumberland.gov.uk. 
 

Labubu is part of ‘The Monsters’ series by artist Kasing Lung, produced by Chinese toy company Pop Mart. It is an elf-like character with pointy ears, big eyes and a toothy grin. They have become a viral fashion accessory and collectible item. 
 

Northumberland County Councillor Gordon Stewart, Cabinet Member for Public Safety said:  “The safety of our children must always come first. We are issuing this urgent warning to consumers, especially parents—to remain vigilant when purchasing these highly sought-after collectables and to report any concerns about the safety of toys they have bought or seen on sale to us. 
 

“These copycat toys have been flooding the UK market and have found their way to Northumberland too. As they are often cheaper they might seem like a bargain compared to the genuine versions, but they can be dangerous if they have not been manufactured in accordance with stringent toy safety legislation.  
 

“Our Trading Standards officers are constantly on the lookout for products which contravene safety legislation and will continue their diligent work to ensure counterfeit and unsafe products are removed from the Northumberland marketplace." 
 

Trading Standards provides the following advice to consumers and traders to ensure toys are safe and genuine: 

• Inspect packaging carefully: Look for a CE or UKCA mark, and ensure the product lists a UK based supplier. Warnings and usage instructions should be included. 

•  Look for a QR code: Genuine Pop Mart dolls include a scannable QR code that links directly to the official Pop Mart website. 

Officers will continue visiting stores across Northumberland and ensure that Labubu dolls suspected of being counterfeit are removed from sale. 

If you have bought one of these products or have seen them on sale in Northumberland, report it to the Council’s Trading Standards team via tradingstandards@northumberland.gov.uk.  
 

Any business in the county looking for help and advice on their stock is also encouraged to get in touch. If you live outside of Northumberland or have seen these goods on sale elsewhere, please contact the Citizens Advice consumer service on 0808 223 1133.