Privacy policy
Last updated: 13 October 2026
This policy explains what personal information we collect when you visit or buy from cheerfulchildrentoys.com, why we collect it, who we share it with, and the choices you have.
We've kept it short and plain. If anything is unclear, just email us.
1. Who we are
The website cheerfulchildrentoys.com is run by CHEERFUL CHILDREN TOYS LTD.
- Registered in England and Wales, company number 12032621
- Registered office: 4 Branksome Road, Norwich, NR4 6SN, United Kingdom
- Email: support@cheerfulchildrentoys.com
We are the "controller" of your personal information. That means we decide how it is used and we are responsible for looking after it.
We do not have a Data Protection Officer. For any privacy question, email support@cheerfulchildrentoys.com.
2. What we collect
When you place an order
- Your name, email address, phone number, billing address and delivery address
- What you bought, how much you paid, and any discount code you used
- Payment details. These go straight to our payment providers (Shopify Payments, Shop Pay or PayPal). We never see or store your full card number.
When you create an account (optional)
- Your login email, saved addresses and order history
When you sign up to our emails
- Your email address
- Your answer to "What is your child interested in?" (Princesses, Police and Fireman, or Explorers and Dinosaurs)
- The date you signed up and how (for example, the website pop-up)
When you contact us
- Your name, email address and what you tell us
When you leave a review
- The name you give, your review, your star rating, and any photos or videos you choose to upload
When you use our website
- Your IP address, device and browser type, the pages you look at, what you add to your basket, and the website or ad that sent you to us. Some of this comes from cookies and similar tools, which we only use for analytics and advertising if you agree. See our Cookie Policy.
About your children
We sell toys for children, but we do not collect personal information about children. We don't ask for a child's name, age, birthday or photo.
The question "What is your child interested in?" is about the type of toys your family likes. It helps us send you emails you'll actually want. We store it with your email address, not as a record about your child.
3. Why we use it, and our legal reason
The law says we need a "lawful basis" for each thing we do with your information. Here they are.
| What we do | Our legal reason |
|---|---|
| Take your order, take payment, send it to you, and keep you updated | Contract – we need it to sell you the item |
| Handle returns, refunds, faults and questions | Contract |
| Keep tax and accounting records | Legal obligation – the law (HMRC) requires it |
| Send you marketing emails (offers, new products, ideas) and your 10% welcome code after you sign up | Consent – you can withdraw it at any time |
| Use the Meta pixel, Meta's Conversions API and Klaviyo onsite tracking to show you our ads, measure them, and send emails that match what you looked at | Consent – only if you accept marketing cookies |
| Use Shopify analytics to understand how our site is used | Consent – only if you accept analytics cookies |
| Ask you to review your order, and show reviews on our site | Legitimate interests – reviews help other parents choose. You can say no |
| Work out our costs and profit on each order | Legitimate interests – running our business properly |
| Stop fraud and keep our website secure | Legitimate interests |
| Deal with complaints or legal claims | Legitimate interests and legal obligation |
"Legitimate interests" means we have a fair business reason, and we've checked it doesn't override your rights. You can object to it at any time (see section 8).
Do you have to give us your information? You need to give us your name, address and email to place an order. Without them we can't send it to you. Everything else (like signing up for emails) is your choice.
Automated decisions. We don't make decisions about you using only automated means that have a legal or similarly big effect on you. Shopify and our payment providers run automatic fraud checks on orders. If an order is flagged, a person at our company reviews it.
4. Who we share it with
We don't sell your personal information. We only share it with companies that help us run the shop:
| Company | What they do for us |
|---|---|
| Shopify | Hosts our website, checkout and customer accounts. Sends order emails. Runs our product search, bundles and website analytics. |
| Shopify Payments / Shop Pay and PayPal | Process your payment and check for fraud. PayPal also uses your information under its own privacy policy. |
| Amazon (Multi-Channel Fulfilment) | Stores our stock, packs your order and delivers it, using its own couriers. Gets your name, delivery address and phone number. |
| Klaviyo | Sends our marketing emails and runs our sign-up pop-up. Holds your email address, your sign-up answer, and which emails you open or click. |
| Meta (Facebook and Instagram) | Shows our ads and tells us which ads work. See "About the Meta pixel" below. |
| Judge.me | Collects and shows product reviews, and sends review request emails. |
| Sellerboard | Helps us work out our profit on each order. |
| Our accountants and professional advisers | Accounts, tax and legal advice. |
| HMRC, the police or a court | Only if the law requires it. |
About the Meta pixel
If you accept marketing cookies, our website uses the Meta pixel and Meta's Conversions API. These tell Meta what you do on our site (for example, viewing a product, adding to basket or buying). Some of this is sent from your browser and some from our server. Contact details such as your email address may be sent in a "hashed" (scrambled) form so Meta can match the visit to a Facebook or Instagram account. Meta uses this to show our ads to the right people and to tell us how well they work. For this part, Meta and we are jointly responsible. Meta also uses the information under its own privacy policy: facebook.com/privacy/policy.
If you decline marketing cookies, we don't send this information to Meta.
5. Sending information outside the UK
Some of the companies above store or access information outside the UK, for example in the United States, Canada or the European Union.
When this happens, we make sure your information is still protected. We do this by using:
- countries the UK government has approved as having good data protection laws (including the UK–US "Data Bridge" for US companies that have signed up to it), or
- contracts approved by the UK Information Commissioner's Office (ICO).
Email us if you want more details.
6. How long we keep it
| Information | How long we keep it |
|---|---|
| Orders, invoices and payment records | 6 years after the end of the financial year of the order (HMRC rules) |
| Customer account | Until you close it, or after 3 years with no orders or log-ins |
| Abandoned baskets and checkouts | 12 months |
| Email list | Until you unsubscribe. After that, we keep your email address on a "do not email" list so we don't contact you by mistake |
| Customer service emails | 2 years |
| Reviews | As long as the review is on our site, unless you ask us to remove it |
| Website and advertising data | Up to 26 months |
After this, we delete the information or make it anonymous.
7. How we keep it safe
Our website uses encryption (HTTPS) on every page. Payments are handled by Shopify Payments and PayPal to card industry security standards (PCI DSS). Only people who need your information to do their job can see it.
8. Your rights
You have the right to:
- See the personal information we hold about you
- Correct information that's wrong
- Delete your information (unless we have to keep it, for example for tax)
- Limit how we use it
- Object to us using it, including for marketing. If you object to marketing, we'll stop
- Get a copy of it in a format you can move to another company
- Withdraw consent at any time. This includes unsubscribing from emails and changing your cookie choices. It won't affect anything we did before you withdrew
To use any of these rights, email support@cheerfulchildrentoys.com. It's free. We'll reply within one month. If your request is complex, we may need up to two more months. If so, we'll tell you why. We may ask you to prove who you are first.
Unsubscribe from emails at any time. Click the "unsubscribe" link at the bottom of any email, or email us.
Change your cookie choices at any time. Click "Cookie settings" at the bottom of any page.
9. Complaints
If you're unhappy with how we've handled your information, please tell us first. We want to put it right.
How to complain to us
Email support@cheerfulchildrentoys.com with "Privacy complaint" in the subject line. Tell us what happened and what you'd like us to do.
What happens next
- We'll confirm we've received your complaint within 30 days.
- We'll look into it properly and keep you updated.
- We aim to tell you the outcome within 3 months.
Complaining to the regulator
You can also complain to the Information Commissioner's Office (ICO):
- Website: ico.org.uk/make-a-complaint
- Phone: 0303 123 1113
The ICO will usually expect you to have complained to us first.
10. Changes to this policy
We'll update this policy when the way we use your information changes, or when the law changes. We'll change the "Last updated" date at the top. If the change is big, we'll tell you by email or on our website.