The viral collectible Labubu dolls, created by artist Kasing Lung and popularised by Pop Mart, have become the target of mass counterfeiting, with fake versions accounting for a staggering 90% of all counterfeit toys seized at the UK border this year. Authorities have intercepted around 236,000 fake Labubu dolls, part of a haul valued at over £3.5 million. This seizure highlights the serious issue of intellectual property (IP) infringement and consumer safety, as three-quarters of the fake toys failed critical safety tests. These dangerous counterfeits often lack the required UKCA or CE safety markings, posing significant risks such as choking hazards from loose parts and exposure to banned toxic chemicals. Consumers are urged to buy only from reputable retailers, as the low price of a fake can come with devastating real harms.
BBQ - Explain two ways in which this widespread counterfeiting, which infringes on their intellectual property rights, is likely to negatively impact the marketing mix (4 Ps) of the genuine brand.
