Counterfeit Toy Investigations Rise: What the Latest Trading Standards Survey Means for Brand Owners
The latest Trading Standards Survey from the UK Intellectual Property Office (UKIPO) highlights a significant rise in counterfeit toy investigations, putting unsafe and potentially dangerous fake toys firmly on the enforcement agenda.
The survey, covering April 2025 to March 2026, received responses from 142 of 189 local authorities across the UK. While cigarettes and tobacco remain the most commonly investigated counterfeit goods, followed by clothing, toys have seen a striking increase in enforcement activity. 67% of responding local authorities reported investigating counterfeit toys, compared with just 21% in the previous year's survey.
A Sharp Increase In Counterfeit Toy Investigations
The scale of the increase is notable. In 2023/24, toys were identified by 18% of responding authorities, rising to 21% in 2024/25. The latest figure of 67% represents a substantial change in the enforcement landscape.
The UKIPO has attributed the increased focus, at least in part, to heightened awareness of the risks associated with counterfeit toys, including through its "Fake Toys, Real Harms" campaign. The campaign has highlighted the potential dangers posed by counterfeit products to children and consumers.
For brand owners and retailers, the message is clear: counterfeit toys are no longer simply a brand protection issue. They can raise significant consumer safety concerns and attract attention from multiple enforcement agencies.
Why Counterfeit Toys Present Particular Risks
Unlike some categories of counterfeit goods, toys are intended for use by children and must meet applicable safety requirements. Counterfeit toys may therefore present risks extending beyond intellectual property infringement, including potential chemical, mechanical, electrical or choking hazards.
This makes effective enforcement particularly important. Where counterfeit toys are identified, Trading Standards may have a broader interest in identifying the supply chain, identifying those responsible and preventing further products from reaching consumers.
For IP owners, this also demonstrates why a coordinated approach to counterfeit toy investigations can be valuable. Evidence gathered during an investigation may assist not only with protecting trade marks and designs, but also with identifying wider criminal activity and the sources through which counterfeit products are entering the UK market.
Counterfeiting and Organised Crime
The latest survey also reinforces the connection between IP crime and wide criminality. 64% of responding local authorities reported observing links between counterfeiting and organised criminal groups, up from 48% in the previous year's survey. The survey also recorded links with money laundering, people trafficking and modern slavery, serious organised crime and drug dealing.
This is an important development for businesses investigating counterfeit toys. A seemingly isolated counterfeit product may form part of a much wider operation involving multiple brands, sales channels and criminal offences.
Trading Standards investigations continue to focus heavily on physical premises, with ordinary shops identified by 87% of responding authorities. However, social media, websites, outdoor markets, private residences and self-storage facilities also feature in enforcement activity.
What Should Brand Owners Do?
Businesses whose intellectual property is being targeted by counterfeiters should consider whether they have effective mechanisms in place for identifying and reporting infringements.
For toy brands in particular, this can include monitoring online marketplaces and social media, gathering evidence of suspected counterfeit products, identifying repeat sellers and suppliers, and working with Trading Standards and other enforcement bodies where appropriate.
Early and reliable intelligence can be particularly valuable. The latest figures demonstrate that counterfeit toy investigations are receiving substantially greater attention from enforcement authorities, creating opportunities for rights holders to support targeted action against counterfeit supply chains.
The latest Trading Standards Survey provides a strong indication that dangerous counterfeit toys will remain an enforcement priority. For IP onwers, proactive brand protection, effective evidence gathering and engagement with enforcement authorities can all play an important role in disrupting counterfeiters and protecting consumers.
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Our IP team advises brand owners on counterfeit toy investigations, trade mark enforcement, anti-counterfeiting strategies and engagement with UK enforcement authorities. For advice relating to counterfeit toy investigations, or help protecting your brand, call our legal experts on 0131 478 4724 or complete an Online Enquiry.
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Please note the contents of this blog is given for information only and must not be relied upon. Legal advice should always be sought in relation to your specific circumstances.
