Last updated: 1 September 2025
At LittleCrownToys, we want you to feel confident and secure when shopping with us. We are committed to protecting your personal information with care and transparency.
- Who we are (Data Controller)
LittleCrownToys (“we”, “us”, “our”) is an online retailer of educational and branded toys for children aged 0–12.
Email: help@littlecrowntoys.com
Phone: +44 7462 709654
Address: Office 14322, 182–184 High Street North, East Ham, London, E6 2JA, United Kingdom - What personal data we collect
We may collect the following categories of data when you use our website, create an account, place an order, or contact us:
• Identity and contact details (name, email, phone number, billing and shipping address)
• Order and payment details (products purchased, order history, payment method; full card data is processed by our secure payment providers and is not stored by us)
• Account information (login, preferences, saved addresses)
• Customer support communications (emails, messages, notes related to your inquiries)
• Marketing preferences (newsletter opt-ins/opt-outs)
• Technical and usage data (device, browser, IP address, cookies, pages viewed, actions on site)
Note about children: our site is intended for adults/parents. We do not knowingly collect personal data directly from children. - Why we use your data (lawful bases)
We process your personal data only where a lawful basis applies under UK GDPR:
• Contract: to process and deliver your orders, manage payments, provide customer service.
• Legal obligation: to comply with tax, accounting, fraud prevention and other legal requirements.
• Legitimate interests: to operate and improve our website, prevent abuse, and send relevant communications to existing customers (you can opt out at any time).
• Consent: for email marketing where required, and for non-essential cookies/analytics. You can withdraw consent at any time. - How we use your data
• Fulfilling your orders and providing customer support
• Managing your account and preferences
• Improving our website, services, and user experience
• Sending service emails (order confirmations, delivery updates)
• Sending marketing emails where you have consented or where permitted by law (unsubscribe anytime)
• Ensuring security, preventing fraud and misuse - Sharing your data
We do not sell your personal data. We may share limited data with trusted service providers acting as our processors, strictly for the purposes described above, for example:
• Payment processors and banks
• E-commerce platform/hosting and IT providers
• Warehousing, fulfilment partners and carriers
• Email and marketing automation tools
• Professional advisers (legal/accounting) where necessary
These providers must protect your data and may not use it for their own purposes. - International transfers
Some providers may process data outside the UK/EEA. Where this occurs, we use appropriate safeguards such as the UK International Data Transfer Agreement/Standard Contractual Clauses or another lawful mechanism to protect your information. - Data retention
We keep personal data only as long as necessary for the purposes collected:
• Orders and invoicing data: typically up to 6 years (legal/accounting)
• Customer service records: up to 24 months after resolution
• Marketing data: until you unsubscribe or your consent is withdrawn
• Website logs/analytics: typically up to 12 months (aggregate thereafter)
We may retain data longer where required by law or to establish, exercise, or defend legal claims. - Your rights (UK GDPR)
You have the right to:
• Access your personal data and request a copy
• Rectify inaccurate or incomplete data
• Erase your data (where applicable)
• Restrict or object to processing (including direct marketing)
• Data portability (receive your data in a structured format)
• Withdraw consent at any time (where consent is the basis)
To exercise your rights, contact: help@littlecrowntoys.com - Cookies and analytics
We use essential cookies for site functionality and, with consent, may use analytics/advertising cookies to improve performance and measure campaigns. For details, please see our Cookie Policy and manage preferences via our cookie banner or browser settings. - Security
We apply administrative, technical, and physical safeguards to protect personal data, including encryption in transit, access controls, and staff confidentiality commitments. While no system is perfectly secure, we work to prevent unauthorized access, alteration, disclosure or loss. - Third-party links
Our website may contain links to third-party sites. We are not responsible for their privacy practices. Please review their policies. - Changes to this policy
We may update this policy from time to time. The latest version will always be available on our website with the “Last updated” date shown above. - How to contact us and complaints
Questions or requests: help@littlecrowntoys.com or +44 7462 709654
Postal: Office 14322, 182–184 High Street North, East Ham, London, E6 2JA, United Kingdom
If you are not satisfied with our response, you can lodge a complaint with the UK Information Commissioner’s Office (ICO): www.ico.org.uk | Tel: +44 303 123 1113 | ICO, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, United Kingdom.
