Brand piracy in Germany: Increase and damages

Plagiarius These are the most brazen product counterfeits of 2025

2025-02-17 By Melanie Krauß | Translated by AI 1 min Reading Time

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Every year, companies in Germany suffer massive damages due to product and brand piracy. The Plagiarius campaign has once again awarded the most brazen imitators this year.

The toy mobile excavator "Bruder Roadmax" by Bruder Spielwaren GmbH + Co. KG (original on the left) was blatantly copied by a Chinese manufacturer.(Image: Aktion Plagiarius e.V.) — The toy mobile excavator "Bruder Roadmax" by Bruder Spielwaren GmbH + Co. KG (original on the left) was blatantly copied by a Chinese manufacturer.
(Image: Aktion Plagiarius e.V.)

Trade in cheap products and counterfeits has increased massively in the past two years alone. For example, more than 152 million counterfeit goods were seized at the EU's external borders in 2023. Compared to the previous year, this represents an increase of 77 percent. At the same time, the value of the seized goods rose from around 2 billion euros (approx. 2.1 billion USD) in 2022 to approximately 3.4 billion euros (approx. 3.6 billion USD) in 2023. This is according to data from the European Commission and the European Union Intellectual Property Office (EUIPO).

According to a recent study by the VDMA, there is a decline in product and brand piracy specifically for mechanical engineering. In 2024, only 46 percent of machine and plant manufacturers were affected (2022: 72%) – a historic low. At the same time, however, almost every second company in the industry still struggles with this issue. The resulting damage amounted to 4.1 billion euros (approx. 4.3 billion USD) in 2024.

This year, the Plagiarius campaign intends to draw attention to the issue again by awarding the dreaded negative award "Plagiarius." The prize is meant to highlight brazen one-to-one imitations "that deliberately look deceptively similar to the original product, are reckless and morally reprehensible, and lead to stagnation instead of progress and diversity." Although the award does not specify whether an imitated product is legally permissible or unlawful, it represents an expression of the association's opinion.

An annually changing jury decides on the award winners. Before the award ceremony at the consumer goods fair "Ambiente" in Frankfurt, they are given another opportunity to comment. From February 14, 2025, the original products and counterfeits will be exhibited at the Plagiarius Museum in Solingen.

These are the award winners 2025

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Also awarded was the toy mobile excavator "Bruder Roadmax" by Bruder Spielwaren GmbH + Co. KG (original on the left). The counterfeit (XE 7000) costs almost the same as the original (XE 5000) but is noticeably smaller. The distributor Brigamo's offer on amazon.de was deleted, but according to the association, the retailer remains unrepentant. Aktion Plagiarius: "Imitators from around the world have been unabashedly copying the successful Bruder design for years – however, the plastic is usually inferior and breaks easily, posing a risk of injury. Therefore, Bruder protects all its designs and technical solutions internationally and holds imitators consistently accountable."(Image: Aktion Plagiarius e.V.)

Second place went to the bicycle basket "bikebasket" by Reisenthel Accessoires GmbH & Co. KG (original on the left). The counterfeit comes from a retailer named Start and is distributed via manomano.de and the French operator Colibri SAS. The Plagiarius campaign reports: The imprint of the online retailer "Start" is empty, and the sender of the test purchase package was "From: Shipper only, not seller" in Kelsterbach. Colibri, the operator of the online marketplace manomano, explains to the association that it only provides the technical possibility for use by retailers and buyers and is not a contracting party. However, the association points out the following: "If no responsible party is identifiable and the platform operator cannot name one, the latter is liable according to the product liability directive – or possibly also the fulfillment service provider. At the same time, it applies that: As soon as a platform operator becomes aware of an infringing offer, they are obliged to delete it immediately, otherwise, they are also liable." Colibri did not respond to two reports from Reisenthel, only to a legal warning. Reisenthel protects all its designs EU-wide and takes action against the countless cheap imitators of its bestsellers.(Image: Aktion Plagiarius e.V.)

Also awarded was the insect bite healer "BR 60" by Beurer GmbH (original on the left). The counterfeit comes from the Chinese manufacturer Hangzhou Industrial Instrument Meter Co., Ltd. and is distributed via 1688.com and other eCommerce platforms. According to Aktion Plagiarius, a German online retailer has signed a cease and desist declaration. Aktion Plagiarius: "Not only was the design of the BR 60 copied and misleading advertising claims made – the counterfeit claims a medical function without having undergone the stringent EU requirements and tests for medical devices. More than enough reasons for the German online retailer to stop selling the counterfeit and sign a cease and desist declaration. Also, on amazon.de, all infringing offers were removed after the registered design was pointed out. Audaciously, the Chinese manufacturer has registered design protection for its counterfeit in China and offers it online in large quantities."(Image: Aktion Plagiarius e.V.)

First place in the Plagiarius competition this year was awarded to the Knipex Twingrip front and side grip pliers by Knipex-Werk C. Gustav Putsch KG (original on the left). In the middle and on the right are the counterfeits from the Chinese retailers Mix Together and Decent Craftsman, which are distributed via temu. According to the manufacturer, the combination of front grip and side grip functionality is unique; the particularly durable joint is adjustable in five ways and is intended to allow ideal adaptation to different workpiece sizes. Visually, the counterfeits differ from the original only by the smooth plastic of the handles. According to Aktion Plagiarius, the inferior quality is evident in a shorter lifespan due to cheap materials and processing, as well as the hard-to-operate push button – and in chemical emissions. Knipex's criticism of Temu & Co: Despite awareness of the intellectual property rights and despite "Notice-and-Take-Down" of a counterfeit, identical or the same counterfeits can easily be listed again. Too little prevention. And too little sanctioning of the violators.(Image: Aktion Plagiarius e.V.)

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Date: 08.12.2025

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