A NUMBER of counterfeit and potentially unsafe Labubu dolls and other branded soft toys are awaiting destruction after Pembrokeshire County Council’s Trading Standards team removed them from sale.

A complaint citing serious safety concerns came through to the council’s Public Protection department, leading to an investigation.

They may look like bargains, but counterfeit toys are not manufactured in accordance with strict toy safety legislation and pose significant risks to children. Frequently poorly constructed, they may contain hazardous materials.

Counterfeiters typically ignore safety standards and lack proper factory controls. As a result, these toys may include toxic chemicals in plastics that can cause long-term damage to children’s organs. Detachable small parts, such as eyes, could present choking hazards for young children.

The Chartered Institute for Trading Standards (CTSI) offers consumers the following guidance to help identify genuine products:

Check packaging for a UKCA or CE mark and ensure a UK-based importer or manufacturer is listed. Warnings and usage instructions should be present. Look for authenticity markers on Pop Mart Labubu dolls, including a holographic sticker, a scannable QR code linking to the official website, and a UV stamp on one foot (on newer editions).

Inspect the toy’s appearance – signs of a fake include overly vibrant colours, poor stitching, or the wrong number of teeth (authentic Labubus have nine). Be wary of ‘bargains’; lower prices often mean higher risks. Buy from trusted retailers and avoid unfamiliar online vendors or third-party sellers on marketplace platforms.

Retailers are advised to purchase toys only through official channels, to check for anti-counterfeit codes on packaging and avoiding bulk purchases from unknown suppliers.

The manufacture and sale of counterfeit goods is frequently linked to organised crime, making enforcement and consumer awareness even more critical.

For further information or to report concerns, contact Pembrokeshire County Council’s Trading Standards Team on 01437 764551.