Despite the rising popularity of Shein and Temu, MGA, like other toy makers, has concerns about so-called "dupes," or fakes on both sites, particularly of its new Miniverse brand, named a top toy for the holidays by Walmart, Amazon and Target, Larian said.

Fast-growing specialty e-commerce sites such as PDD's Temu and its rival Shein are branching deeper into the business of selling toys.

In previous years, Temu and Shein – which sell primarily from smartphone-based apps – would not have been the usual places for shoppers to buy toys and other holiday gifts. The sites face concerns from regulators and US-based consumer product makers about fakes and counterfeits.