Rubie’s UK launches anti-piracy and counterfeiting strategy

Published on: 4th July 2016

Rubie’s has confirmed its European strategy on anti-counterfeit and enforcement. It will target retailers, distributors, wholesalers and manufacturers.

rubies480The new initiative is being put in place in order to police and monitor the sale of all items bearing the trademarks, brand names or designs which the company is responsible for directly, or under licence.

Rubie’s is committed to working with its sister companies and distributors around the world to protect its catalogue and deliver a strategy that benefits its retail partners, distributors and the end consumer, and to safeguard its significant investment in licensed properties and dress-up product ranges.

Rubie’s has appointed Mike O’Connell to lead the strategy. He brings with him 12 years of experience in the industry and a wealth of knowledge in both Fancy Dress and IP infringement. Working with Counsel, HMRC, Licensors and Trading Standards, Rubie’s will, as a matter of course, monitor online platforms and specific bricks and mortar retail channels on a daily basis to identify and challenge all infringers, taking a zero tolerance approach to stop the sale of fake products. Where appropriate, policy will always be to bring civil or criminal prosecutions against offenders, wherever they are based.

Counterfeit products of fancy dress items are estimated to be costing the industry millions of pounds in lost sales each year – revenue that is not re-invested back into the industry. Most often, fakes are not subject to EN71 testing, flammability testing and are potentially unsafe or harmful to consumers.

Rubie’s UK commercial director, David Wootliff, added: “We have spent many years building an unrivalled licensed portfolio, uniting the strongest entertainment and character brands available. We take great pride in our Intellectual Property Rights and that of our Licensors and so are now highlighting this strategy once again to protect, track and monitor the sale of our products and take action against counterfeit product in the market.”

Rubies is urging retailers, distributors, wholesalers and manufacturers to take action if they see an item that they suspect is fake or counterfeit by reporting it at



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