Amazon has proactively removed counterfeit squishy toys from its online store following a safety warning from U.S. Regulators.
The e-commerce giant confirmed to the National Consumer Unit that it had “proactively removed some squishy toys from its store” after the Consumer Product Safety Commission issued an alert on August 5 about fake and counterfeit versions of the viral sensory toys. The CPSC warning applies to squishy toys shaped like dumplings, animals, food items, and characters that do not comply with federal safety standards for children’s products.
The CPSC, in its August 5 statement, laid out specific hazards these counterfeit toys may pose: “Some squishy toys contain water beads or other gels, liquids, powders, or sand. If the outer covering tears or bursts, children may be exposed to the contents.” The agency continued: “Water beads can expand after being swallowed and cause intestinal blockages, choking, aspiration, or injuries when inserted into the nose or ear. Other unknown filling materials may present chemical exposure, inhalation, or ingestion hazards.”
The federal agency has identified 55 shipments of violative squishy toys at U.S. Ports and worked with U.S. Customs and Border Protection to prevent 355,683 units from entering the country. The CPSC has also issued notices of violation to companies responsible for importing or selling noncompliant products. Amazon’s removal action came after these federal enforcement steps, though the company did not specify which listings were taken down or whether customers who purchased the items were notified.
Consumer Reports has pushed for broader scrutiny beyond just counterfeit products. Gabe Knight, senior safety policy analyst at Consumer Reports, said in a statement: “It’s encouraging that the CPSC is taking action on counterfeit squishy toys, but parents need more information because safety risks may not be limited to fake or off-brand products,” Knight added: “Many of the consumer complaints report purchasing the toys from well-known retailers and toy stores. And several reports of harm involve popular name-brand squishies. The CPSC should continue to investigate the entire product category, and take additional action as needed to help keep consumers safe.”
The CPSC has also renewed warnings about a viral social media trend encouraging children and teens to microwave squishy toys to watch them expand, change texture, or burst. The agency stated that heated toys may burst and release material that can cause severe burns, and because the filling may be sticky and adhere to the skin, it can continue transferring heat and worsen the injury. One incident in West Virginia required hospitalization after a squishy toy exploded on a child because it was left in a hot car.
In the viral moment that helped spark global scrutiny, a father named Jordan Collinet conducted a home test after noticing a strong chemical smell from his daughter’s squishy dumpling toys. Using a volatile organic compound detection device placed in a sealed bag with two of the toys, Collinet found the VOC levels maxed out at a TVOC 9.999 rating, indicating extremely poor air quality. He shared his findings on TikTok, asking followers: “Are the viral squishy dumplings polluting your whole room?” The video amplified concerns that had already led UK authorities to take action against similar products.
UK regulators had moved earlier in the summer. In June, the UK’s Office for Product Safety and Standards recalled Squeezy Dumplings toys sold by Samsons Cash and Carry Ltd after testing found excessive levels of benzene, a chemical linked to cancer, in the outer layer. Councils across England issued warnings and conducted seizures. Gloucestershire City Council reported seizing 1,968 toys, including copies of popular “squishy dumpling” and “NeeDoh” products, which failed to meet basic safety standards. North Somerset Council removed hundreds of potentially unsafe products from local shops in July. Councillor James Clayton, North Somerset Council’s Cabinet Member for Regulatory Services, said at the time: “Counterfeit and non-compliant toys are not just illegal, they can be dangerous,” Clayton continued: “Parents and carers should be particularly cautious when buying toys from unfamiliar sellers or products that appear unusually cheap. Toys sold in the UK must meet strict safety requirements designed to protect children.”
The CPSC listed warning signs that a toy might be counterfeit: unknown manufacturers, missing required safety information, strong chemical odors, oily or unusually sticky textures, leaking, or toys that can be torn apart easily. The agency advises consumers to purchase from reputable retailers, beware of bargains priced substantially below established retailers, check packaging for misspellings or poor-quality printing, and never microwave or intentionally heat squishy toys.
Thailand authorities also seized 20,000 squishy toys in August due to risks of harmful chemicals like volatile organic compounds and phthalates, underscoring the global scope of the issue. The CPSC has stated it will continue using its import-surveillance, enforcement, and public-warning authorities to keep dangerous toys out of American homes, and will maintain aggressive enforcement at U.S. Ports and across online marketplaces.
Amazon has not publicly commented on whether it will implement additional screening measures for third-party sellers offering squishy toys, and did not respond to questions about customer notification policies when products are removed.