Recently, Shanghai Customs at Pudong International Airport uncovered 10 shipments containing a total of 3,668 toy figures bearing the “POP MART” trademark during routine inspections of outbound express shipments. The toys were of poor quality and showed clear differences from genuine products. Upon verification by the trademark holder, Beijing Pop Mart Cultural & Creative Co., Ltd., it was confirmed that the toys used the POP MART logo without authorization and were deemed trademark-infringing goods.

In recent years, Chinese designer toy brands, led by Pop Mart, have gained widespread popularity in domestic and international markets, attracting strong consumer interest. However, the brand’s success has also drawn illegal activities, including counterfeiting. According to data from Shanghai Customs, in the first half of this year alone, authorities intercepted 97 batches of goods infringing on Pop Mart’s trademark and copyright, involving over 63,000 items, highlighting a significant challenge in intellectual property (IP) enforcement.

To address the growing threat, Pudong Airport Customs has conducted in-depth analysis of recent infringement cases. Officials have noted new trends in counterfeit operations. Some offenders deliberately obscure product details in declarations, fail to disclose brand information, or report quantities that significantly differ from actual figures. The trade channels for such goods are also becoming increasingly diverse, adding complexity to customs enforcement efforts.

Shanghai Customs maintains a zero-tolerance approach to counterfeit goods. The agency, in collaboration with other customs authorities in the Yangtze River Delta region, is conducting intensive IP protection training, guiding cultural and creative enterprises to register their IP rights with customs, and streamlining the process for rights confirmation. Innovations such as digital rights confirmation and electronic delivery of certification documents are being adopted to improve efficiency and reduce costs, helping safeguard the integrity of domestic designer toy brands.