Safety fears over fake squishy toys prompt Australian Border Force crackdown as counterfeits flood the market

Australian Border Force has been tasked with seizing counterfeit versions of wildly popular squishy toys amid growing concerns over the safety of fake products flooding the market.

NeeDoh manufacturer Schylling has requested the intervention as dupes of the highly sought-after toys continue to multiply across Australia.

The concern extends beyond protecting the company’s intellectual property, with the materials used in counterfeit products largely unknown and fears they could pose a risk to children if the toys split or burst.

NeeDohs have surged in popularity among Australian children this year, with genuine products selling out across many retailers and fuelling a booming market for cheaper alternatives.

An email sent to retailers in June warned: “Counterfeit product and websites are coming through thick and fast for NeeDoh.”

It said Schylling and Australian distributor William Valentine were “running a three-pronged approach” to stop the influx, including raids on counterfeit factories in China and action at the Australian border.

“I’m currently lodging documentation with Australian Customs which allows them to seize goods at the Australian border for any importer other than us,” the email said.

“This should also drastically slow down any of this product reaching the stores.”

The move to bolster Border Force action follows a similar crackdown overseas, with US authorities recently seizing about $200,000 worth of fake squishy toys.

Parents are being urged to watch for red flags when buying the toys, including suspiciously low prices, misspelled branding and supposed collaborations with major brands such as Coca-Cola or Pepsi.

Schylling has confirmed it has not released any NeeDoh products in collaboration with those brands.

With genuine NeeDoh products difficult to find, parents are being urged to buy from reputable retailers and be wary of deals that appear too good to be true.

The crackdown comes amid growing scrutiny over the safety of squishy toys more broadly, following reports of children being injured when the products burst.

In June, 10-year-old Gold Coast girl Violet Zerbst suffered burns to her face after placing a NeeDoh Nice Cube in the microwave for several seconds before squeezing it.