The holiday season sees a surge in demand and a tightening stock as Christmas approaches, raising the risk that fake toys push onto store shelves and into online marketplaces. This trend can frustrate buyers who struggle to distinguish counterfeit toys from genuine ones amid crowded displays and online catalogs.
In a warning issued from the United States this Tuesday, the Technological Institute for Children’s Goods and Leisure (Aiju) highlighted a European project named Counter Risk. The initiative aims to raise awareness about toy risks and educate users through nanocourses and a mobile app designed to help shoppers verify authenticity.
The undertaking is timely given recent findings by EYPUStoys, which show that counterfeit products constitute a significant share of seizures at European borders, just behind mobile accessories and packaging. The counterfeit trade is a major economic activity, moving well over 1.4 billion euros annually across Europe and causing an estimated loss of about 14 percent of potential jobs in the industry, according to data from a Euroagency based in Alicante.
The issue worsens with the growth of electronic marketplaces, which simplify distribution. It is estimated that roughly half of all seizures in Europe are connected to online shopping, underscoring the online danger for consumers.
More than 145,000 fake or dangerous toys seized in Madrid
According to M. Cruz Arenas, the CounterRisk project lead at Aiju, responsible purchasing becomes especially critical during Christmas, when imitation toys flood the market as stock of genuine products is depleted by high demand. The aim is to make consumers more aware of the health risks posed by fake toys and to help them detect counterfeit products.
The counterfeit surge has prompted actions across the industry. Although the term counterfeit evokes low prices, the real concern is that many buyers encounter fakes without realizing it. Investigations note that lower cost and ready availability are decisive factors in many purchases of counterfeit goods.
Research on consumer behavior indicates that people often underestimate how easily they can be deceived. Studies show that even when real toys are compared side by side with fakes, distrust in counterfeit products can be surprisingly low, leading to mistaken purchases.
Spain has played a leading role in Europol’s anti-piracy efforts, with Romania also significant in the industry-wide push. The initiative nicknamed Operation Ludus achieved notable results, emphasizing the importance of continued collaboration to prevent further harm to children and to curb illegal activity in the market.
Authorities warn that counterfeit toys can pose health and safety risks, including hazardous materials, poor-quality components, electrical dangers, and burn hazards. Arenas notes that many parents misjudge these risks because counterfeit copies look strikingly similar to originals.
More online sales of toys, more imitations
Tech leadership for the CounterRisk project offers practical guidance to prevent deception. A first red flag is a price that is dramatically lower than competing sites, often signaling a fake product. Shoppers should favor purchases from trusted retailers and avoid unfamiliar sites. The same caution applies in physical stores. Look for clear labeling, especially if the product packaging is not in the local language, and verify the manufacturer listed on the product by researching the company online.
Industry representatives warn that the economic damage extends beyond individual losses, affecting brand reputation and long-term trust. The proliferation of counterfeit toys online is a clear concern for retailers and manufacturers alike, requiring vigilance from consumers and coordinated enforcement efforts.
Environment
Beyond health and safety concerns, counterfeit toys contribute to environmental harm. These products are often not recyclable, are difficult to repair, and are frequently produced in locations with high carbon footprints. This misalignment with the goals of a circular economy underscores the broader impact of counterfeit goods on sustainability goals across the European Union.
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