Counterfeit goods targeting children have become a significant issue in Europe. New findings shared at a conference in Alicante, hosted by the Institute for Technological Children’s and Leisure Products (AIJU), highlighted how unsafe replicas threaten kids’ safety and create real risks for legitimate brands and retailers. The discussions emphasized that protective actions and proactive industry collaboration are essential to curb the circulation of dangerous products in the market.
Industry analysts underscored the magnitude of the problem with data from the European Union Intellectual Property Office. Based in Alicante, EUIPO reported that 2021 saw a surge of infringing goods at EU borders, with a 56 percent increase over the previous year. Toys were among the most frequently intercepted items, along with mobile device accessories and related packaging. This pattern reveals how widely counterfeiters influence consumer goods commonly purchased for families and children — a trend that spans multiple sectors.
A separate EUIPO assessment, conducted with the Organization for Economic Cooperation and Development, links online shopping growth to counterfeiting. The report notes that e-commerce has expanded opportunities for counterfeit activity, with many seized items traced to online marketplaces. The finding highlights how digital platforms can unintentionally amplify risks for buyers and brands, especially in the realm of kids’ products and baby items — and calls for stronger safeguards in digital channels.
The Alicante conference assembled participants from the product industry, consumer groups, and safety advocates. It showcased a set of educational tools designed to help stakeholders spot counterfeit signals and apply safer sourcing practices. The event also reflected global collaboration, with partnerships involving AIJU and the University of Strasbourg, the Portuguese Association for the Promotion of Child Safety, the Czech Toys and Games Association, and Lucentia Lab, an AI-focused research firm. These alliances aim to support safer product design, smarter import controls, and enhanced consumer education to lower counterfeit risks in markets serving families and children — and to strengthen cross-border protection for families and brands alike AIJU.
Across these discussions, one core message stood out: protecting children from counterfeit products requires a coordinated, multi‑layered response. Companies and consumer groups were urged to improve supply chain transparency, enhance labeling and verification methods, and invest in consumer education so families can make informed choices. Regulators are encouraged to tighten border controls, speed up the removal of unsafe items, and share best practices with manufacturers and distributors. Experts stressed the value of cross‑border collaboration, data sharing, and consistent standards to limit the inflow of counterfeit goods into the EU and beyond. By aligning enforcement, education, and safe‑goods design, the risk of harm to children declines while legitimate businesses can compete on quality and trust.
In summary, the ongoing effort to curb counterfeit children’s products combines research, policy, and practical tools. The insights from AIJU, EUIPO, OECD, and partner organizations illustrate a practical path forward: better detection, smarter e‑commerce safeguards, and stronger consumer awareness. As online shopping continues to grow, keeping children safe requires vigilance, clear information for buyers, and a robust, cooperative framework that spans industries and borders. The overarching goal remains clear: ensure every product intended for children meets safety standards and that families can shop with confidence in a secure, accountable marketplace.