This surge in demand and the steadily shrinking stock as Christmas draws near has given counterfeit toys a growing presence on store shelves. The rush to grab popular items can push buyers to overlook potential differences between genuine toys and lookalikes, especially when the imitations come in close visual resemblance.
Earlier this week the United States flagged the situation. The Technological Children’s and Leisure Products Institute, known as Aiju, is leading a European initiative named Counter Risk. The project focuses on raising awareness about the risks posed by counterfeit toys and educating consumers, including through practical courses and a mobile app that helps users spot fakes.
Experts point out that the risk level is high given recent EYPUStoys research, which shows that counterfeit products in the third category frequently appear at European borders. Among consumer goods, counterfeit toys trail only behind cell phone accessories and packaging in terms of seizures.
Online shopping has amplified the spread of counterfeit toys, with roughly half of European seizures linked to e commerce activity.
More than 145,000 fake or dangerous toys seized in Madrid
In the CounterRisk project, M. Cruz Arenas explains that responsibility in purchasing becomes crucial during key periods like the holiday season. He notes that imitation toys flood the market as original stock runs low due to high demand. Consumers must stay vigilant about the dangers counterfeit toys pose to child health and learn to distinguish fakes from authentic products.
Why are they bought?
Aiju explains that buyers often know a toy is cheaper because it is a counterfeit, but many purchases occur without clear awareness that the item is fake. Lower price and easy availability drive the choice.
References to the study Parents and Fake Online, conducted in the United States, suggest buyers may underestimate the risk of deception. Real toy images shown next to counterfeit counterparts reveal the gaps in consumer perception, which can lead to unintended trust in fakes.
The health and safety threats from counterfeit toys remain a concern. Counterfeit materials may exceed safety limits, present electrical hazards, or pose burn risks. Arenas notes that the visual similarity between copies and originals often blinds parents to danger.
Online marketplaces have intensified the problem, making counterfeit toys more accessible than ever.
More online sales of toys, more imitations
Shoppers should consider the broader impact of counterfeits, including environmental and societal effects. Counterfeit toys tend to be non recyclable, non repairable, and are often produced in regions with large carbon footprints. This practice runs counter to the circular economy goals pursued by the European Union.
Purchasing counterfeit goods also hurts legitimate creators and sellers. When original toy production declines, jobs are at risk, the supply chain suffers, and communities feel the economic blow. Understanding these consequences can help buyers make informed choices.
At its core, the CounterRisk effort emphasizes informed consumption and the safeguarding of children’s health and safety through better detection and awareness.