Looking for this season’s hot toy? Beware of scams

Every year there are always a few “must-have” toys on most kids’ holiday wish lists. The hot toy sells out fast and becomes expensive and hard to find.

In 2025 top toy lists from CNET and Toy Insider highlight interactive, tech-driven and imaginative play favorites. This year’s standouts include Po the AI Story Bear, an artificial-intelligence-powered plush that tells stories; Furby DJ Rainbow and Disney Ultimate Stitch Interactive Plush, both responsive toys with sound and motion; and Gabby’s Dollhouse Meow-mazing Interactive Dollhouse, which lets kids recreate scenes from the hit show.

STEM-focused toys like Kanoodle’s Brain Teaser and Magna-Tiles Rail Racers Deluxe Set also made the cut, alongside classic favorites such as Cry Babies and new LEGO Technic Ferrari FXX K sets.

If you are shopping for a child this holiday season, don’t let scammers trick you into accidentally buying a fake or nonexistent version of a popular toy.

How the scam works

You are looking for one of this season’s hot toys, but it’s sold out at every store you visit. You decide to do a quick online search or spot an ad in your social media feed. That takes you to a website that miraculously has the toy in stock. The site may look professional and have original images of the product. It may even offer the product at discounted prices, claiming a “last-minute deal” or “flash sale.”

Unfortunately, many such offers are fake. In many cases reported to BBB Scam Tracker, buyers thought they were ordering a high-quality toy. Instead, they received a cheap counterfeit version. In other cases the products never shipped, and the websites vanished. In either case, when the dissatisfied customers tried to follow up with the company, they found the staff either didn’t respond or refused to provide a refund.

One Ohio consumer reported to the BBB Scam Tracker that they lost $46 after purchasing a Labubu, a popular toy, from a fake website that promised delivery of the item within a week. No product was ever delivered.

Another Ohio consumer reported losing $65 after purchasing a popular Stitch, a Lilo and Stitch-themed toy, from a fake website: “I paid express shipping with a specific delivery date, and it never showed. They took my money and have tried taking more money on four other occasions. I have contacted them several times, and I get a generic response each time.”

Tips to avoid toy scams

—Be careful on social media. Scammers can do market research and may know what toy you're searching for. Instead of clicking a link from a social media ad, consider opening a browser and going directly to trusted retailer websites.

—Only buy toys from reputable stores and websites. The best way to avoid getting scammed when purchasing toys is to buy them directly from a seller you know and trust. Learn how to recognize a fake website.

—Don’t be fooled by extra-low prices. Unreasonably low prices are a red flag for a scam on many products. Avoid purchasing from a retailer you aren’t familiar with just because the price sounds too good to be true. It probably is.

—Research before you buy. If a company seems legitimate but you aren’t familiar with it, be extra careful with your personal information. Before offering up your name, address and credit card information, make sure the company has a working customer service number.

—Look for the BBB seal. It’s the sign of a better business. BBB-accredited businesses pledge to uphold the BBB standards for trust and to deal fairly with consumers. If a business displays a BBB seal, verify it by going to www.BBB.org.