Retailers are cashing in on the latest squishy toy craze, but experts have warned store owners to be aware of 'dangerous' counterfeits. 

Shakir Shakoor of Weaver Row Newsagents in Stirling said that he quickly sold five boxes and took £240 by selling at £3.99 each, but then reordered less expensive versions. 

However, Adam Salt of Simply Local in Lochgelly, Fife,  warned that there are many counterfeit versions of the squishy toys, which could put retailer at risk of having the products confiscated.

An anonymous retailer told Retail Express: “Our usual supplier has had theirs confiscated by trading standards."

Retailers who are currently stocking squishy toys advised store owners to buy them from Plus Marketing or LTC Distributors.

Plus Marketing said that all toys that they supply, including the squishy toys, have been licensed and are legal.

The company also confirmed that they none of their products are counterfeit and have been checked for safety.

A spokesperson from The British Toy & Hobby Association (BTHA) said retailers should be wary of new players quickly trying to enter the market who may not have followed the necessary to safety standards, as these products could pose risk to children.

“Our first piece of advice in any circumstance is to always buy from a trusted supplier with a good safety and toy making record.

Before purchasing, retailers should request to see the relevant EN71 test report, and on receiving the product ensure the product and packaging carries a European toy manufacturer's name and address, CE marking, as well as suitable age grading and warnings."

For squishy toy products specifically, retailers are advised to take extra care of those that look to imitate food.

“Squishy toys should not smell or taste of food, and retailers should request an EU food imitation risk assessment to check against this.”