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Privacy Policy

Last updated May 22, 2024

This Privacy Policy describes how your personal information is collected, used, and shared when you visit or make a purchase from


1.1. “The Company” refers to Liledu UK Limited, a private limited liability company established and operating under the laws of the United Kingdom, with its registered office located at Onega House, 112 Main Road, Sidcup, Kent, DA14 6NE.
1.2. “The Customer” denotes a person, a customer of the Company, (including visitors to the website) whose personal data is processed by the Company at
1.3. “The E-Shop” pertains to the Company’s electronic shop located at
1.4. “The Services” encompasses the toy rental services provided by the Company.
1.5. “Personal Data” signifies any information relating to a person, the Customer, whose identity is known or can be identified, directly or indirectly, by reference to data such as a personal identification number, one or more physical, physiological, psychological, economic, cultural, or social characteristics specific to the person.
1.6. “The Processing of Personal Data” constitutes any operation or set of operations performed upon personal data, whether or not such operation involves the collection, recording, accumulation, storage, classification, grouping, aggregation, modification (addition or alteration), provision, disclosure, use, logical and/or arithmetical operations, retrieval, dissemination, destruction, or any other operation or set of operations.
1.7. “The Partner” refers to a legal entity that provides services to the Company in connection with its business operations, sells goods to the Company, or collaborates on joint projects with the Company, including, but not limited to, marketing promotions, joint sales campaigns, loyalty programs, etc., in various media, on websites, in the E-Shop, in retail stores, in retail chains, etc.
1.8. “Cookie” denotes a small piece of textual information that is automatically created when browsing a website and stored on a visitor’s computer or other device.
1.9. “Direct Marketing” denotes the practice of offering goods or services to persons by post, telephone, or other direct means and/or seeking their opinion on the goods or services offered.
1.10. “The Privacy Policy” refers to this document, which outlines the principles and rules for the processing of Personal Data when using the services of the E-Shop.

1.11. “The Account” pertains to the Customer’s basic login details to the E-Shop, consisting of a single email address and Password.
1.12. “The Password” constitutes a unique combination of numbers, letters, or symbols created by the Customer and used to log in to the E-Shop.


2.1 The Customer authorises the Company to perform all Personal Data processing activities within the scope and for the purposes set out in this Privacy Policy.
2.2 Personal Data processing is conducted in accordance with the Data Protection Act 2018, including the UK General Data Protection Regulation (UK GDPR), and other relevant legal acts regulating the processing and protection of Personal Data, ensuring compliance with UK data protection regulations.
2.3 The Company processes Personal Data in accordance with the following principles:
2.3.1 Personal Data is collected for specified and legitimate purposes;
2.3.2 Personal Data shall be processed accurately, fairly and lawfully;
2.3.3 Personal Data shall be adequate and only to the extent necessary for their collection and further processing;
2.3.4. Personal Data is kept up to date;
2.3.5 Personal Data shall be kept in a form which permits identification of the Customer for no longer than is necessary for the purposes for which the data were collected and processed.
2.3.6 All information about Personal Data is confidential;
2.3.7 The Customer’s Personal Data will not be used for any unlawful purpose.
2.4. The Customer is considered to have read and understood the current version of the Privacy Policy. In the event that the Customer disagrees with any part of the Privacy Policy, they shall refrain from placing an order or using the Services on the E-Shop.

2.5. The Privacy Policy is available in the E-Shop and can be printed at any time. The Privacy Policy may be amended, supplemented or updated at the discretion of the Company. In such cases, the new version of the Privacy Policy shall be published on the E-Shop’s website.
2.7. During the initial registration to the E-Shop through the Account, the Customer must provide their email address and create a secure Password. Upon creation of an Account, the Customer will be provided with an identification code.
2.8. When using the Services, as well as when making purchases on the E-Shop, the Customer shall always provide accurate Personal Data to the Company and shall be held responsible for its accuracy.
2.9. The Customer is entitled to modify and update their Personal Data in the Account section at any time, or to request the cancellation (deletion) of the Account by contacting the Company.
2.10. The Client shall not disclose the Password to third parties and shall keep it secure, otherwise the Client shall bear all the liability related thereto.


3.1. The Company respects each Customer’s right to privacy. The Customer’s Personal Data is processed for the following purposes:
3.1.1 To facilitate the administration of the E-Shop account, the following Personal Data is processed based on the performance of the contract: name, surname, email address, username, telephone number, delivery address for goods/services, name and age/year of birth of the Customer’s child(ren), IP address, payment data for the Services (bank account number, selected payment method), and information regarding the chosen membership. The storage duration for Personal Data used in administering the E-Shop account is five (5) years from the date of the last login.
3.1.2 For the purpose of the ordering and delivery of the Services, including gift vouchers, the following Personal Data is processed on the basis of the conclusion and performance of the contract: name, surname, e-mail address, telephone number, delivery address for the goods / Services, name and age / year of birth of the Customer’s child(ren) (if applicable), payment details for theServices (bank account number, chosen payment method). The retention period of Personal Data used for the purpose of ordering and delivery of the Services, including gift vouchers, is 10 (ten) years from the date of expiry of the contract.
3.1.3 For the purpose of Direct Marketing, the Company processes the following Personal Data of the Customer: name, surname, telephone number, email address, address, age and date of birth of the Customer’s child(ren), and area of residence, based on the legitimate interest to offer similar services. The retention period for Personal Data used for Direct Marketing purposes is two (2) years from the date of the last login to the E-Shop.
3.2. In the case of the Customer objecting to the processing of their Personal Data for Direct Marketing purposes, or receiving Direct Marketing communications and subsequently notifying the Company that they no longer wish to receive such communications, the Company shall cease processing their Personal Data for Direct Marketing purposes and shall discontinue sending the Customer any electronic newsletters, except for information related to their orders.


4.1. The Customer shall possess the following rights with respect to the processing of their Personal Data by the Company:
4.1.1 The right to obtain information from the Company regarding the processing of their Personal Data, including access to their Personal Data and details of the processing methods (DSAR);
4.1.2 The right to obtain from the Company information pertaining to the sources and types of Personal Data collected, the purposes for which it is processed and those to whom it has been disclosed within the past 1 (one) year;
4.1.3 The right to request rectification or erasure of their Personal Data, or to suspend processing thereof, with the exception of storage, if such processing does not comply with the provisions of the Data Protection Act 2018 and other relevant laws;
4.1.4 The right to request the transfer of their Personal Data, processed based on consent or contract, to another data controller, provided such transfer is technically feasible;
4.1.5 The right to be forgotten confers upon individuals the right to formally request the erasure of their Personal Data from the Company. Pursuant to the UK General Data Protection Regulation (UK GDPR), the Company is legally obliged to undertake the processing of such requests within a timeframe of one (1) month subsequent to their receipt.
4.2. When exercising their rights, the Customer must present their passport, identity card or driving licence. The Company shall provide the Data Subject with information about the processing of the Customer’s Personal Data once a year free of charge. The Customer may exercise their rights by contacting The Company has the right to rectify, modify, delete or suspend the processing of Personal Data only after the identity of the Customer who made the request has been identified.
4.3. Upon receipt of an instruction or enquiry from a Customer in relation to the processing of Personal Data, the Company shall provide the Client with a response, either granting the request/instruction or reasoned refusal to do so, no later than 30 (thirty) calendar days from the date of the Data Subject’s request. If the Data Subject so requests, the response shall be in writing.
4.4. The Customer retains the right to object to the Company’s processing of their Personal Data for Direct Marketing purposes by notifying the Company via email at Such notification shall explicitly state the Customer’s objection to the use of their Personal Data for Direct Marketing purposes and their refusal to receive any Direct Marketing communications. Alternatively, the Customer shall have the option to unsubscribe to Direct Marketing content by clicking on the relevant link provided in each email they receive.
4.4. In the case of the Customer being not satisfied with the Company’s response to the query regarding their exercise of their Personal Data rights or believing that the Company is in breach of the requirements of the legislation by processing the Customer’s Personal Data, the Client may lodge a complaint with the Information Commissioner’s Office (ICO) supervisory authority.


5.1. The Customer’s Personal Data shall be kept confidential and not disclosed to third parties, except in the following circumstances:
5.1.1 With the Customer’s explicit consent, as outlined in this Privacy Policy;
5.1.2 For the purpose of electronic commerce, Personal Data may be shared with Partners who provide services to the Company in relation to its operations;
5.1.3 Upon request by competent authorities in accordance with the laws and legal regulations of the United Kingdom;
5.1.4 The E-Shop utilises the platform for processing payments. Therefore, Personal Data necessary for payment execution and confirmation shall be transmitted to
5.2. In circumstances where mandated by competent authorities, or if the Customer’s Personal Data has been implicated in unlawful activities, or if there are reasonable suspicions of identity theft under investigation by law enforcement authorities, or for other legitimate grounds or purposes, the retention period for the Customer’s Personal Data on the Company’s servers may exceed the duration specified in this Privacy Policy.
5.3. The Company shall implement organisational and technical measures to protect Personal Data against accidental or unlawful destruction, alteration, and disclosure, as well as against any other unlawful processing.


6.1. In order for the Company to be able to offer the Customer a full range of services on the E-Shop, the Company shall use Cookies.
6.2.The Customer retains the ability to provide or withhold consent for the storage of information on their computer (device) through their active actions concerning Cookies usage. Cookies are utilised to identify the Customer as a previous user of the E-Shop and to gather statistics on their E-Shop attendance and shopping cart information. If the Customer does not consent to the use of Cookies, non-essential Cookies will not be stored on their device.
6.3. The Customer may manage and/or delete Cookies according to their preferences. They can choose which Cookies they wish to accept and which they wish to reject in the settings of their browser (Internet Explorer, Safari, Firefox, Chrome, etc.). The Customer may delete any Cookies that are already on their device.The location of these settings depends on the browser the Customer is using.
6.4. Please note that most browsers allow the Customer:
to check what Cookies are stored and delete individual Cookies;
to block third-party Cookies;
to block Cookies from specific websites;
to block the sending of all Cookies;
to delete all Cookies when they close their browser.
6.5. The Customer may withdraw their consent to the use of Cookies at any time by changing their settings and deleting their Cookies stored.
6.6. For more information about Cookies, including how to manage or delete them, you can visit


7.1. The Company has the right to change, amend or supplement the Privacy Policy in whole or in part. Amendments or changes to the Privacy Policy shall come into effect from the date of their publication on the E-Shop.
7.2. In the case of any inquiries regarding the Privacy Policy, please direct them to the following contacts: