John Hughes, the proprietor of Nevaland Toys in Halesowen, has issued an urgent plea to customers, warning them against using a deceptive website that falsely claims to represent his beloved brick-and-mortar store. The Midland toy shop boss expressed deep distress after discovering that fraudsters had created a convincing-looking fake site, complete with a photo of his shop front and promises of "secure shopping," in a suspected case of identity theft.
Victim of Suspected Fraud
John Hughes opened Nevaland Toys last year as a destination for retro and modern gifts catering to both adults and children. However, he has been left "gutted and felt sick" upon learning that scammers had established a counterfeit online presence using his business's name. He emphasised that the genuine Nevaland Toys has no association whatsoever with this fraudulent website, which features non-existent products and a fake email address.
"I don't sell a single thing listed on that website. If you buy on the website, it will go to the fraudsters," Hughes stated unequivocally. He has taken to social media to post a video alerting the public, reiterating that his business operates solely as a physical shop on Stourbridge Road in Halesowen, with no online sales platform.
Investigations Underway
Companies House records reveal that the sole director of the firm behind the fake website is a Ghanaian man residing in Birmingham, appointed on January 6 this year. Hughes confirmed he has no knowledge of this individual and has lodged a formal complaint with Companies House regarding the misuse of his business identity.
West Midlands Police have acknowledged receiving a report of fraud related to the website that falsely represents a toyshop in Halesowen, Dudley. A spokesperson indicated that officers have spoken with the victim and referred the matter to Report Fraud for further investigation. Once their inquiry concludes, evidence will be forwarded to the appropriate police force for potential action.
A Passion Project Turned Business
Hughes, who has spent most of his career in retail, began collecting toys as a personal passion project. "When the toys started filling up the loft and garage, my missus said: 'this has got to go'," he recalled. This hobby eventually evolved into Nevaland Toys, a shop described by customers as "a museum and a blast from the past" offering nostalgic childhood memorabilia.
"I'm not looking to get rich quick. As long as the shop keeps the lights on and pays rent, I'm happy doing what I'm doing," Hughes shared. "I go to work and get to play with toys all day. Does it get any better than that?"
Consumer Safety Advice
For those wishing to purchase from Nevaland Toys, Hughes advises visiting his physical store directly. He reiterated his decision to avoid establishing an online shop due to concerns over scams like this one.
West Midlands Police urge anyone who may have fallen victim to this fraud by making purchases from the fake website to report it promptly. Incidents can be reported by calling 101 and quoting incident number 5889 of January 19, or by contacting Report Fraud at 0300 123 2040.
