From knockoff Labubus to bear-faced fake Paddingtons, the threat of copycat toys to tempt cash-strapped parents both online and on the shelves of indiscriminate retailers in Gloucestershire is being cranked up ahead of Christmas.

In collaboration with leading retailers, the Intellectual Property Office (IPO), which is the UK government body for intellectual property rights, has produced findings for a nationwide campaign which reveal hownearly half (46%) of consumers who bought counterfeit toys reported a raft of faults.

These included toys breaking almost instantly, unsafe labelling, toxic vapours and some incidents where children fell ill from contact.

Backed by the British Toy and Hobby Association, the consumer awareness campaign is being actioned by the IPO's Anti-Counterfeiting Group under the banner of 'Fake toys, real harms' and comes as data from border officials shows how almost 259,000 counterfeit toys worth more than £3.5m were intercepted this year, including 236,000 fake versions of Pop Mart's Labubu dolls, which have become a viral favourite among children drawn to their fluffy, whimsical styling.

In total, three quarters (75%) of seized items failed safety tests, with banned chemicals and choking hazards identified. Among buyers of these items, a shocking 46% experienced "serious safety issues", the IPO reported.

Helen Barnham, deputy director of enforcement at the IPO, said consumers rarely bought what they were promised.

She warned: "Behind the packaging can be hidden choking hazards, toxic chemicals and faulty parts that put children in real danger."

The BTHA warned: "Behind the bright colours and low prices, experts have uncovered banned chemicals, loose batteries, sharp edges and unsafe stuffing."

It added: "For us at the, toy safety is our number one priority. Our membership of responsible toy makers invest heavily in safety, quality, and innovation but unfortunately innovative and popular designs can be easily stolen by rogue traders who often will not adhere to the same strict toy safety standards."

Adults buying the products were being leveraged by economic factors, the trade body added: "It's tempting to believe a toy will be just as safe. But often families are caught out when shopping online, only to discover later that the toy isn't genuine. With no chance to check packaging or quality before pressing "buy now", it's easy to be fooled by a convincing listing. Some buyers even end up paying full price for a fake without realising.

"Either way, the result is the same: families receive products that can break instantly, give off strong chemical smells or, in some cases, make children unwell."

Trading Standards has found dangerous counterfeits across the whole toy market - from action figures with toxic paints, to electronic toys with loose battery compartments and exposed wires, to dolls with arms that fall off at the first tug. Even cuddly plush toys have been stuffed with materials that could cause breathing problems.

If any toy is popular, counterfeiters will try to copy it, the BTHA said: "And because these copies often skip the strict safety checks real toys must pass, it's children who end up discovering the risks first-hand."

Red flags for buyers include:

● Price: If it looks too good to be true, it probably is.

● Seller: Stick to official brand sites and trusted retailers that you can go back to if there is a problem. If shopping through online marketplaces, check who the seller is behind the website.

● Reviews: Don't just skim the five-star ratings. Negative reviews often flag unsafe design.

● Listings: Blurry images, spelling mistakes or vague product descriptions are red flags.

When the toy arrives, the BTHA said to check:

● Safety marks: look for the UKCA or CE mark, plus a UK contact address.

● Packaging: Genuine toys have professional packaging with age warnings and instructions. Check this matches the safety information given when purchasing.

● Product quality: Check for loose parts, unsecured batteries, sharp edges or stuffing poking through.

● Trust your instincts: A strong chemical smell or flimsy feel is often a giveaway.