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Dupe culture is creating a new challenge for toy and gaming brands

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Brand Protection has historically focused on tackling counterfeit products pretending to be  the genuine article. Today though, advancing technology coupled with a weak economy is driving a different threat, one arguably more complex because consumers often know exactly what they are buying: dupes.

If a product goes viral, a dupe is never far behind. What began in fashion and beauty has rapidly spread into toys, games and collectibles. Unlike traditional counterfeits, dupes rarely pretend to be authentic. Instead, they present themselves as affordable alternatives of popular products, borrowing visual cues of successful brands but maintaining enough distinction to avoid being exact copies.

The dupe culture is fueled by a mix of  economic pressure, creator influence and AI-powered content creation, where technology is shaping consumer behavior and online trends. It raises an important question for IP teams, how can they protect a brand when consumers no longer expect imitations to hide their true identity?

The rise of the ‘acceptable fake’ 

Social media is changing the way consumers discover products, with platforms like TikTok and Instagram using algorithms to amplify trends at speed. Meanwhile, inflation and increasing living costs have made lower-priced alternatives more appealing to many consumers. This has led to dupes becoming normalized, celebrated as savvy purchases.

Meanwhile, younger consumers are often less concerned with owning an original product than they are with capturing the aesthetic or owning the latest game. 60% of North American and 50% of British 13 to 39 year olds would still buy a dupe even if they could afford the original. This creates a particularly challenging environment for toy and games brands.

Whether it is a collectible figurine, plush toy or licensed game, successful products are now likely to attract imitation almost as quickly as they attract consumer demand.

Why toys have become a prime target

The toy and games sector has many characteristics that make dupe culture thrive. Successful products often rely on distinctive visual identities, instantly recognizable across multiple generations, like Super Mario or Pikachu. Limited-edition releases, collector habits and viral social media increase demand, creating shortages that imitation products are quick to exploit.

The recent popularity of Labubu collectibles is a good example. As genuine products became increasingly difficult to obtain, imitation “Lafufu” versions soon appeared across online marketplaces and social platforms. Generative AI tools helped produce convincing product descriptions, marketing copy and promotional images at scale. This meant sellers could create thousands of listings at speed, diluting the brand’s distinctiveness and leaving reactive enforcement struggling to keep up.

As well as diluting a brand, unofficial goods like imitation toys frequently bypass testing and regulatory standards, creating potential risks for consumers while exposing brand owners to reputational damage through association. Last year, 75% of counterfeit toys seized at UK borders contained banned chemicals or choking hazards and 46% caused serious safety issues. Meanwhile, Corsearch’s consumer research revealed that 20% of US consumers have either intentionally purchased or considered purchasing fake toys, indicating that many are still unaware of the inherent dangers of these products. A further 9% purchased fake toys accidentally, highlighting their wide availability.

Seasonal demand creates predictable patterns

Although it might seem chaotic, data emerging from enforcement activity shows that dupe culture follows identifiable patterns. Corsearch’s enforcement data from the toys and games sector shows that imitation activity is highly seasonal and heavily concentrated among a relatively small number of sellers.

During the final quarter of 2025 alone, enforced listings increased by 86% compared with the previous quarter, while removals rose by 87%. The figures illustrate how quickly imitation products proliferate during peak shopping periods, when demand is highest and enforcement teams face increased pressure.

The concentration of activity is also revealing. In one reporting period, just five eBay sellers were responsible for more than 10,000 enforced listings between them, showing that a small number of repeat offenders can have a disproportionate impact across online marketplaces.

For IP specialists, this type of data is useful. Rather than attempting to remove every individual listing, brands can identify the highest risk sellers, map repeat offender networks and prioritize interventions. In one example, prioritized action against repeat offenders resulted in a 91% reduction in active repeat sellers within just two months.

Intelligence-led enforcement like this allows brands to tackle the dupes that threaten their safety, reputation and brand integrity.

Traditional enforcement is no longer enough

Many brand protection programmes have historically relied on reactively identifying and removing infringing listings. However, the pace and scale of today’s online environment make this increasingly difficult, particularly as many dupes sit in a legal grey area, imitating the look and feel of successful products without directly infringing protected intellectual property.

Rather than trying to remove everything, brands need to prioritise the threats that pose the greatest risk. Using data and market intelligence to identify high-risk sellers, repeat offenders and emerging patterns of activity allows teams to focus resources where they can have the greatest impact, shifting brand protection from reactive takedowns towards more targeted, proactive enforcement.

Brand protection is a business-wide responsibility

Ironically, the same technology helping to scale operations is also transforming how brands defend themselves. Artificial intelligence is increasingly enabling companies to identify visual similarities between products, detect lookalike packaging, recognize emerging trends across marketplaces and social media, and prioritize the threats most likely to damage revenue or consumer trust.

Marketing teams, however, may spot emerging trends before enforcement teams do. Also, customer service departments often receive the first complaints about poor-quality imitation products. E-commerce specialists understand where consumers are sourcing products, while legal teams provide the framework for appropriate enforcement.

Sharing information across disciplines means organizations can identify threats earlier, prioritize resources more effectively and respond before imitations gain significant traction.

Preparing for the next generation of threats

Dupe culture is unlikely to disappear, if anything, it will continue evolving as AI, social commerce and digital content creation continue to lower the barriers for dupes to reach global consumers. This means toy and games brands will increasingly depend on anticipating threats, not just reacting to them.

Technology is now changing the entire lifecycle of infringement. So, brands must continuously monitor marketplaces and social platforms, understand how trends are developing, identify repeat seller networks and then use data to prioritize enforcement activity.

The brands that stay one step ahead won’t be the ones taking down the most listings, they will be those that identify risk earlier by embracing data-driven brand protection, use AI to improve visibility across digital channels and foster collaboration between legal, technology, marketing and commercial teams. By acting quickly, these brands can limit consumer exposure and address threats before they have the opportunity to scale. 



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New Banbury pottery cafe enjoys successful opening weekend

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Blossom Pottery Cafe opened on Friday, August 14 at 18 South Bar, bringing a new artistic opportunity to coffee, tea and cake lovers in the town.

Opening the cafe was a long-standing dream of owner Wendy, who began pottery as a personal hobby and gradually developed the idea of creating a space where people of all ages can enjoy the peaceful pass time.

Blossom Pottery Cafe BanburyPottery painting sessions of bisque fired pieces are hosted daily (Image: Blossom Pottery Cafe)

With every table full on opening weekend and dozens of beautiful pieces newly painted by guests, the owner said her ‘heart is so full’ to see the dream realised.

“So grateful to see so many of you coming to support us on our opening day,” she shared. “Thank you so much.”

Blossom Pottery Cafe BanburyOwner Wendy said her ‘heart is so full’ after the support shown during the opening weekend (Image: Blossom Pottery Cafe)

Wendy earlier said: “We’re incredibly excited to be opening Blossom Pottery Studio & Café and bringing something new to Banbury.

“We hope it becomes a place where people can take a break from their busy lives, enjoy being creative, and make lasting memories with family and friends.

Blossom Pottery Cafe BanburyCustomers who visited during the opening weekend got free cupcakes (Image: Blossom Pottery Cafe)

“The support we’ve received from the local community has been amazing, and we can’t wait to welcome everyone through our doors.”

As part of the grand opening, all customers who visited during the opening weekend or made a pottery painting booking within the next three months received a free cupcake from the cafe.

Blossom Pottery Cafe hosts family-friendly pottery painting sessions from 10am each day, with normal cafe opening hours 8am to 5pm.





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Apprentices say AI is reshaping tech skills demand

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Atos highlighted the views of three apprentices entering the technology industry, focusing on apprenticeships as a route into tech as artificial intelligence reshapes workplace skills.

All three work as First Line Service Desk Apprentices and described a jobs market in which technical knowledge alone is not enough. Alongside coding and troubleshooting, they said communication, customer service, problem-solving and adaptability have become central to early careers in IT.

Kyle Brady said he moved into an apprenticeship after studying physics, maths and computer science at A level, then spending time in temporary work, including as a forklift driver, while building his technical skills independently. The apprenticeship, he said, offered a way to gain workplace experience while continuing to learn.

His account points to a common hurdle for new entrants: gaining practical experience before securing a first role. Brady said that challenge shaped his view of what employers value in technology jobs.

“After completing my A levels in physics, maths and computer science, I knew I wanted a career in technology. I’ve always enjoyed solving problems and understanding how things work, but I found it difficult to get my foot in the door. I spent some time in temporary jobs, including as a forklift driver, while building my technical skills in my own time. When the opportunity to start an apprenticeship came along, it felt like the perfect way to gain real workplace experience while continuing to learn.

“One of the biggest things my apprenticeship has taught me is that a career in tech is about much more than technical knowledge. Working on the helpdesk has shown me how important communication, customer service and problem-solving are. Being the first point of contact for users has completely changed how I see the industry and helped me develop skills I never realised I’d need. The experience has also shown me how quickly technology is evolving, especially with AI becoming part of more workplaces. That means the ability to keep learning and adapting is becoming just as important as technical skills. My apprenticeship has helped me build that mindset while giving me hands-on experience with the realities of working in IT.

“It’s also opened up opportunities I wouldn’t have had otherwise. Learning about career paths in cybersecurity and data engineering has shown me the range of opportunities available and given me confidence about where my career could go next. I’d encourage anyone thinking about a career in technology to keep an open mind and not feel like university is the only route. Apprenticeships give you the chance to earn while you learn, develop practical skills from day one and build the confidence to adapt as technology continues to change. In an industry being transformed by AI, that real-world experience is invaluable,” Brady said.

Ryan Cresswell said he studied IT at college and games design at university before working in sales to strengthen his people skills. He later returned to technology, but said employers often wanted practical IT experience as well as qualifications.

His experience reflects a wider issue for people seeking entry-level technology roles. Employers often ask for evidence of workplace readiness even for junior positions, making apprenticeships one way to bridge the gap between education and employment.

“After studying IT at college and games design at university, I began working in sales to hone my people skills before returning to technology. One of the biggest challenges I faced while applying for jobs in tech was that employers liked my qualifications but wanted candidates with hands-on IT experience. That made it difficult to get my foot in the door.

“My apprenticeship has given me the opportunity to earn, learn and gain practical experience at the same time. It’s allowed me to develop my technical troubleshooting skills, but I’ve also learned a lot about communication, problem-solving and handling different types of people. My advice to anyone considering a career in tech is to explore the different paths available. In the past it felt like university was the only choice, but that’s no longer the case. Also, speak to people already working in the industry and stay curious. Apprenticeships are a great way to build skills, confidence and hands-on experience, whether working individually or in a team, while discovering what’s right for you. The most important thing is to keep learning and not be afraid to take a different path if the first one doesn’t work out,” Cresswell said.

Skills shift

Zainab Hussain said she chose an apprenticeship because it offered immediate workplace experience and a path into more senior roles without student debt. She said the role had helped her develop both technical and interpersonal skills, including troubleshooting problems and explaining complex concepts clearly.

Her comments underscore how apprenticeships are being framed by employers and trainees as an alternative to university for some digital roles. In this case, the appeal lies in earning while learning, building professional networks and gaining direct exposure to the daily demands of IT support.

“I’m naturally drawn to tech and have always been IT literate, so I knew it was the right path for me. It’s an industry that’s constantly evolving, and I wanted to be part of that. I chose an apprenticeship because it felt like the best way to gain real experience from day one, and it sets you up to move into higher roles faster than if you go to university. I also wanted to build a career in the industry without taking on student debt.

“My time at Atos so far has helped me develop both my soft and technical skills, such as how to troubleshoot problems and communicate complex concepts clearly. I’ve also had the chance to earn, learn and build my experience, all of which are helping prepare me for the next stage of my career. The apprenticeship path has given me valuable opportunities to network with co-workers from different career backgrounds and skill sets, which you wouldn’t get at uni. The workplace experience has been incredibly valuable, so if you’re interested in tech, I’d encourage you to go for an apprenticeship, explore every opportunity available and keep an open mind,” Hussain said.

Taken together, the three accounts point to a shift in the skills mix associated with junior technology roles. As AI tools become more common in workplaces, the apprentices said the ability to keep learning, work with users and adapt to changing systems is becoming as important as formal technical training.

All three also described apprenticeships as a practical answer to the experience barrier that can prevent candidates entering the sector. They framed the route as a way to gain income, training and exposure to real workplace problems at the same time, while opening paths into areas such as cybersecurity, data engineering and wider IT support.



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UK flight school collapsed into liquidation

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Liquidators have been instructed to wind down Go Fly Oxford, which provided lessons for commercial and private pilots licences.

Colin Wilson and Emma Mifsud, of Opus Restructuring & Insolvency, have been appointed as joint liquidators for Go Fly Oxford Ltd back in May 2025.

But new records filed by the liquidators have revealed an HMRC secondary preferential claim of £118,132.

Ten unsecured claims have been received by the liquidators totalling £60,314.

Further unsecured creditor claims estimated in the statement of affairs total £88,955, the published documents say.

(Image: Ed Nix)

Over the past year, liquidators say they investigated whether any recoveries could be made from directors or other parties, but concluded there were no further viable assets or claims.

Aircraft shown in the 2024 accounts at a book value of £238,181 had been sold before liquidation. The liquidators found the sales appeared to be at fair value and saw no basis for a claim over the transactions.

The aircraft sales happened about seven months before liquidation, outside the relevant period for a preference claim.

The aircraft were reportedly transferred to creditors and leased back so the company could continue trading.

A purchaser of a PA34-200 aircraft was said to owe £6,000. The liquidators received £4,980; the remaining £1,020 was treated as settled because the purchaser had paid a company liability instead.

Two employees were made redundant on 31 March 2025 and were given information to submit claims to the Redundancy Payments Service.

READ MORE: MOT centre and car shop collapses into administration

The flying school was based at Oxford Airport when it collapsed.

Its website, which has since been shut down, described the business: “At Go Fly Oxford we pride ourselves on offering a personal and tailored approach to pilot training.

“We know that people learn at different paces and in different ways, this makes catering for individual needs our main target.”

Oxford Airport’s main trade is pilot training. Flight schools at Oxford train pilots who go on to fly for more than 100 airlines in the UK and globally, including for British Airways.

Historically, the airport has been Europe’s foremost centre for professional pilot training with well over 40,000 students having started their careers there.

At one point, the airport’s runway was the busiest in the world with more than 235,000 movements a year (a take-off or landing) and up to 1,100 flights in a single day, its website says.

The business’ report says: “Over the course of 2025, the company will be complementing its Diamond DA40 fleet with a new fleet of Elixir aircraft, a safer and more efficient type of aircraft, which will provide a much reduced cost per flight hour.

“This, along with growth in enrolments and full utilisation of the European base will ensure the profitability of the business in the coming years.”





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