Shiner Distribution which holds the UK distribution and patent license for the wheeled shoes, will destroy four consignments of between 500 – 9,000 shoes this week alone while 20,000 dud pairs were destroyed last month.
Charlie Allen, director of Shiner Distribution, told ToyNews: “It costs 60 pence a pair to destroy and of course there’s the environmental destruction. Around 30 per cent of them are coming from one factory in China and the company knows full well that customs are seizing the products.”
The products in question either infringe the Heelys trademark or the patent and Allen said Shiner is prepared to take legal proceedings if necessary.
Allen also said the counterfeit shoes have been appearing on the market since late last year but it has only been in last three months that Customs has intercepted the shipments. He advised retailers to return any dubious stock and to ask for their money back.