Fake Toys, Real Harms
Lansons
Client: Intellectual Property Office
Delivered by the Intellectual Property Office (IPO) and Lansons, the campaign challenged a critical misunderstanding: that fake toys are not a real risk, they’re a compromise. It meant unsafe products containing choking hazards, toxic chemicals and faulty batteries were entering UK homes unnoticed. The campaign shifted the conversation around counterfeits from enforcement to safety. It made the health risks of counterfeit toys visible, relatable and hard to dismiss. By hijacking the cultural phenomenon of Labubus, it transformed a trending product story into a vital discussion of children’s health. We sought to create shareable surround sound: media stories, social content and stakeholder back-up that meant parents and gift-buyers would not only not miss it – but not miss out on the chance to share it. Parents encountered consistent messages across channels, reinforcing understanding, promoting peer advocacy - and prompting behaviour change. The campaign has delivered that change in spades: post-campaign research showed stronger recall of specific harms, increased confidence among parents in spotting and reporting counterfeit toys, and a clear shift towards safer behaviour, with 70% of parents exposed to it more likely to check authenticity before buying. The campaign’s influence extended beyond households, prompting parliamentary questions and elevating counterfeit toy safety into wider policy discussion. By combining cultural relevance with clear guidance, “Fake Toys, Real Harms” has equipped millions of families to make safer choices.