‘My Christmas tree is up already – trolls hate the crazy theme but I don’t care’

Influencer Matt Hey put the tree up in September, with fans calling the move ‘over the top’ as he uses it as an opportunity to display his beloved Labubu dolls

An influencer has sparked online debate after unveiling a Christmas tree decked not with baubles and tinsel but with dozens of Labubu dolls – and it’s already up in September.

While some people called it tacky or premature, others are a fan of his creativity. The Christmas display, described by some as “over the top,” has become a viral sensation. Influencer Matt Hey who, calls himself Australia’s ‘biggest Glamazon’, shared clips of the impressive installation on his Instagram account.

He joked: “I am the owner of the one and only Labubu Christmas tree.” He also said: “When I was thinking about the theme for this year, I wanted to represent this year in some way. So how can I do any other theme but Labubus, obviously.”

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Hey said he anticipated some backlash: “I know the tree is gonna make some people so angry – and I love it.”

The tree, which features more than 40 Labubu dolls, certainly did stir reaction. But this is more than just a flamboyant Christmas stunt.

Labubus have taken over the world globally, with even celebs giving them pride place on their expensive Hermes handbags. The items are so popular that they have sold our worldwide – with some selling them on for hundreds of pounds secondhand.

Counterfeit versions are flooding markets. In the UK alone this year, fake dolls accounted for 90 percent of all counterfeit toys intercepted at the border.

Many of these fakes failed safety tests, raising alarms over choking hazards and harmful materials.

UK trading standards authorities have issued warnings about counterfeit Labubu dolls lacking safety markings, having detachable parts, and being poorly constructed.

Genuine dolls typically carry features like holographic stickers, QR codes, and UV stamps – markers of authenticity that counterfeits often omit.

The Intellectual Property Office (IPO) found that some counterfeit toys contained banned chemicals linked to cancer, as well as dangerous choking hazards, and other alarming risks. This was even found with toys marketed at toddlers and babies.

This same body of research discovered that, while 92 percent of toy buyers in the UK are aware of counterfeit products, money saving currently trumps safety in this regard.

It’s reported that seven in ten toy buyers prioritise cost, while 43 percent will buy items in response to children’s demands. Other significant factors that influence decision-making include quality (48 percent) and brand recognition (46 percent).

However, when it comes to safety, just 27 percent of consumers cite this as an influential decision-making factor.

Safety, however, ranks far lower in consumers’ consideration: only 27 percent of toy buyers cite this as a factor that influences their decision. With this in mind, experts are keen to highlight the very real risks of such a seemingly innocent purchase.

As IPO launches its ‘Fake Toys, Real Harm’ campaign, in collaboration with toy retailers, local authorities and social media influencers, Deputy Director of Enforcement, Helen Barnham said: “With counterfeit toys, what you see is rarely what you get. Behind the packaging can be hidden choking hazards, toxic chemicals and faulty parts that put children in real danger.

“These products have bypassed every safety check the law requires, which is why we’re working with our partners to keep these dangerous fakes out of UK homes. Our ‘Fake Toys, Real Harm’ campaign aims to raise awareness among parents and present buyers of the hidden harms associated with counterfeits. Child safety must come first, so we’re urging parents – please don’t let your child be the tester.”