The issue, identified by the Office for Product Safety and Standards (OPSS), centres on a small piece of plastic that could detach from the toy, potentially leading to a choking incident if ingested by a child. Asda has confirmed that the affected product does not comply with safety regulations and has apologised for any inconvenience caused to customers.
Choking Hazard Prompts Widespread Recall
The Hapello Sensory Roller, a multicoloured toy designed for young children, was found to present a high risk of choking due to a manufacturing defect. According to Asda, a small plastic piece could become loose during play, posing a significant danger if swallowed. The recall, initiated by the retailer, applies to batch codes #34, #35, #36, #37, and #39, all of which share the same barcode: 5063089161708.
Asda first issued the recall after an internal review highlighted the potential risks. A company spokesperson stated, “We are very sorry for any inconvenience caused. In light of new evidence, we are extending the product recall to include additional batches that may also pose a risk of choking.” The supermarket chain, one of the UK’s largest, reassured customers that it is committed to consumer safety and swiftly removed the toy from shelves.
The recalled product was sold in Asda stores across the UK from August 2023. The toy, which features removable shapes designed for sensory play, has been available in the retailer’s stores until its withdrawal in September 2025. Despite the product’s appealing design for sensory development, the defect renders it unsafe for use, particularly for children under three years old, who are most at risk from choking.
What Customers Need to Do
Asda has made it clear that any customers who have purchased the Hapello Sensory Roller should stop using it immediately and return it to any store for a full refund. According to the recall notice, a receipt is not required for the return, which aims to ensure the safety of consumers while maintaining the retailer’s commitment to customer satisfaction.
For those affected by the recall, Asda has also provided a helpline for further inquiries. Customers can contact the Asda Customer Relations Team on 0800 952 0101 for assistance with returns or to seek more information about the recall process. The supermarket has apologised for the inconvenience and reassured the public that it is taking all necessary steps to address the issue.
This recall serves as a reminder of the importance of rigorous safety standards for children’s products and the role of retailers in responding swiftly to safety concerns. With the recall affecting thousands of toys, Asda’s actions will hopefully prevent any potential harm to young children. Nonetheless, parents and caregivers are urged to remain vigilant when purchasing and using children’s toys to avoid similar risks in the future. By taking immediate action, Asda has prioritised consumer safety, but it also highlights the ongoing need for continued scrutiny and regulation within the toy industry.
