Parents warned as TikTok toy trends push children towards scam websites in run-up to Christmas
TikTok has rapidly become the unofficial festive catalogue for millions of children across the UK, with videos of toys, gadgets and stocking fillers amassing billions of views.
Viral clips featuring everything from “mystery fidget bundles” to new collectible figurines are routinely shared by children with parents looking for Christmas ideas.
But experts are warning that behind some of these seemingly innocent videos sit sophisticated scam operations using the platform to funnel families into fake shops, clone pages and dangerous links designed to steal money and personal information.
Fraud reports in 2025 show a steep rise in scams originating on social media platforms, with TikTok now a major gateway. According to UK Finance, more than 83 per cent of purchase scams begin on platforms with embedded links, including TikTok’s “Shop Now” banners and links inserted under videos. Several cases this year involve children unknowingly sending their parents scam links disguised as toy offers.
Mark Baars, tech expert at Unit4, said TikTok toy trends have become “one of the most effective tools scammers use to target families”.
“Criminals know exactly how TikTok works. They understand that children copy whatever they see on the screen, including the links,” he said. “If a toy is trending, they move fast, set up fake shops that look legitimate and push links into video comments or paid ads. When a child sends that link to a parent saying, ‘Please can I have this for Christmas?’ the parent often clicks without thinking twice.”
Baars said scammers now rely on speed, emotion and the platform’s algorithm to do the work for them. “Parents think they are following a link posted by a real toy collector or a genuine review account, but a lot of those videos are created purely to lead them to a fake site.”
Recent scams include a viral “£9 mega slime kit” that appeared to be promoted by craft influencers. The link directed users to a website mimicking a well-known retailer, but no products were ever delivered. Another involved a trending “Glowball Galaxy Projector”, where buyers were redirected to a domain registered only the week before, with hundreds of parents reporting losses.
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Baars said the scam sites are becoming increasingly polished, using professional images, fake Trustpilot logos and checkout pages identical to real retailers. “Some even add fake order-tracking pages so parents think the parcel is simply delayed,” he added.
One of the main dangers, he said, is that TikTok gives the illusion of authenticity. Viral videos often attract bot-posted links, and while TikTok removes some, thousands slip through.
As Christmas approaches, Baars expects scammers to multiply fake sites around whatever toys go viral. He urged parents never to buy directly from TikTok links. “Open a separate browser and search for the product yourself. If the website doesn’t appear elsewhere, or the price is dramatically lower, walk away.”
He also encouraged families to talk openly with children about online risks and to report any suspected scam immediately. “If you think you’ve clicked a suspicious link, contact your bank straight away. Speed is everything.”