PRIVACY POLICY

MyJoyToys Ltd

Website: www.myjoytoys.co.uk

Last Updated: 12 August 2026

At MyJoyToys, we respect your privacy and are committed to protecting your personal information.

This Privacy Policy explains how MyJoyToys Ltd collects, uses, stores and shares personal information when you visit our website, create an account, place an order, use our services, communicate with us or otherwise interact with MyJoyToys.

MyJoyToys operates its online store using Shopify, which provides the ecommerce platform and related technology that enables us to provide our services.

Please read this Privacy Policy carefully so that you understand how and why we use your personal information.

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1. Who We Are

The data controller responsible for your personal information is:

MyJoyToys Ltd

5 Braydon Square
Stepney Green
London
E1 0SG
United Kingdom

Email: info@myjoytoys.co.uk

 

For the purposes of applicable UK data protection law, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, MyJoyToys Ltd is the data controller for personal information collected through our website and in connection with our business.

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2. What Personal Information We Collect

The information we collect depends on how you interact with MyJoyToys.

We may collect the following categories of personal information.

Contact Information

This may include:

• your name;

• billing address;

• delivery address;

• email address;

• telephone number; and

• other contact details you provide.

Account Information

If you create a MyJoyToys customer account, this may include:

• username;

• password;

• account preferences;

• saved addresses;

• account settings; and

• other information associated with your account.

We do not normally have access to your account password in readable form.

Order & Transaction Information

This may include:

• products you purchase;

• products you add to your basket;

• products you return or exchange;

• products you cancel;

• order numbers;

• transaction history;

• delivery information;

• payment status;

• refund information;

• discount codes;

• subscription or recurring-purchase information; and

• other information necessary to process your order.

Payment Information

Payments may be processed through third-party payment providers.

We may receive information such as:

• payment confirmation;

• transaction reference;

• payment method;

• billing information;

• transaction amount; and

• payment status.

Where payment processing is handled by a third-party payment provider, your full payment-card details may be processed directly by that provider rather than being stored by MyJoyToys.

Communications

If you contact us, we may retain information contained in your communication.

This may include information provided when you:

• contact customer service;

• ask about an order;

• request a return;

• report a faulty product;

• make a complaint;

• ask a product question; or

• otherwise communicate with us.

Because some MyJoyToys products are intimate or personal-use products, communications may occasionally contain sensitive information that you voluntarily choose to provide.

Please do not provide unnecessary health or other sensitive information when contacting us.

Device & Technical Information

When you visit our website, certain technical information may be collected automatically.

This may include:

• IP address;

• browser type;

• device type;

• operating system;

• network information;

• approximate location derived from technical information;

• unique device or browser identifiers; and

• other technical information required to operate and secure the website.

Website Usage Information

We may collect information about how you interact with our website, including:

• pages visited;

• products viewed;

• products added to your basket;

• searches;

• links clicked;

• time and date of visits;

• referral information;

• browsing activity; and

• interactions with website features.

This information may be collected through cookies and similar technologies, subject to applicable consent requirements.

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3. How We Collect Personal Information

We may collect personal information from the following sources.

Directly From You

For example, when you:

• create an account;

• place an order;

• complete checkout;

• contact us;

• subscribe to communications;

• request a return;

• submit a review;

• complete a form; or

• otherwise provide information to us.

Automatically

Some information is collected automatically when you use our website through cookies and similar technologies.

From Service Providers

We may receive information from companies that provide services to us, such as:

• payment providers;

• delivery providers;

• fulfilment providers;

• Shopify;

• technology providers;

• fraud-prevention services; and

• customer-support services.

From Other Third Parties

Where legally permitted, we may receive information from other third parties where necessary to provide our services, protect our business or comply with legal requirements.

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4. How We Use Your Personal Information

We use personal information only where we have a lawful basis to do so.

Depending on how you interact with MyJoyToys, we may use your information for the following purposes.

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4.1 Processing & Fulfilling Orders

We use your information to:

• process your order;

• take or facilitate payment;

• confirm your purchase;

• arrange delivery;

• provide tracking information;

• communicate with fulfilment partners;

• process cancellations;

• process returns;

• process refunds;

• provide replacements;

• manage exchanges; and

• provide customer support.

Lawful basis: performance of a contract with you and, where applicable, compliance with legal obligations.

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4.2 Managing Customer Accounts

Where you create an account, we use your information to:

• create and maintain your account;

• authenticate your account;

• save preferences;

• provide account functionality;

• display order history; and

• manage account-related communications.

Lawful basis: performance of a contract with you and, where applicable, our legitimate interests in providing and maintaining our services.

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4.3 Customer Service

We use your information to respond to questions, complaints, return requests, delivery enquiries and other communications.

Lawful basis: performance of a contract, legitimate interests in managing customer relationships and, where applicable, compliance with legal obligations.

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4.4 Website Operation & Improvement

We may use technical and usage information to:

• operate our website;

• maintain functionality;

• improve website performance;

• understand how customers use the website;

• identify technical problems;

• improve navigation;

• improve product presentation; and

• develop and improve our services.

Lawful basis: legitimate interests, where appropriate, and consent where consent is legally required for cookies or similar technologies.

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4.5 Security & Fraud Prevention

We may process information to:

• protect our website;

• detect suspicious activity;

• prevent fraud;

• investigate attempted fraud;

• protect customers;

• protect our business;

• maintain account security; and

• comply with legal requirements.

Lawful basis: legitimate interests and, where applicable, compliance with legal obligations.

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4.6 Legal & Regulatory Compliance

We may process personal information where necessary to:

• comply with applicable laws;

• comply with regulatory requirements;

• respond to lawful requests from authorities;

• establish, exercise or defend legal claims;

• enforce our terms and policies; or

• protect our legal rights.

Lawful basis: compliance with a legal obligation and, where applicable, legitimate interests.

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5. Direct Marketing

We may send marketing communications about MyJoyToys products, services and offers where permitted by law.

Marketing may be sent by methods such as:

• email;

• SMS or other electronic messages; or

• other permitted communication channels.

For electronic marketing to individuals, we will comply with the applicable requirements of the Privacy and Electronic Communications Regulations (PECR).

Where consent is required, we will obtain your consent before sending marketing communications.

Where the limited existing-customer "soft opt-in" applies, we may send marketing about our own similar products or services where the legal requirements are met and you were given an appropriate opportunity to opt out.

You can unsubscribe from marketing communications at any time by using the unsubscribe option included in the communication or by contacting us.

You will continue to receive essential non-marketing communications relating to orders, payments, accounts, deliveries, returns, refunds, security or other services you have requested.

UK ICO guidance confirms that marketing emails and texts to individuals generally require specific consent unless the limited existing-customer soft opt-in applies.

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6. Cookies & Similar Technologies

Our website uses cookies and similar technologies.

Some cookies are essential for the website to function.

For example, essential technologies may be required to:

• maintain your shopping basket;

• process checkout;

• keep the website secure;

• remember necessary session information; or

• provide services you have specifically requested.

Other cookies or similar technologies may be used for purposes such as:

• analytics;

• understanding website usage;

• remembering preferences;

• improving website performance;

• advertising; or

• measuring marketing activity.

Where applicable law requires consent, we will request your consent before placing or using non-essential cookies or similar technologies.

You can manage your cookie preferences through the cookie controls made available on our website.

The ICO states that non-essential cookies generally require active user consent, while certain strictly necessary technologies can fall within an exemption.

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7. How We Share Personal Information

We may share personal information with third parties where necessary to operate our business, provide our services, fulfil orders or comply with legal obligations.

These may include:

Shopify

Shopify provides the ecommerce platform that powers our online store.

Shopify may process information relating to your use of our website, account, orders and transactions as necessary to provide its services.

You can read Shopify's consumer privacy information through Shopify's website.

Payment Providers

We may share information with payment providers to process and verify payments.

Delivery Providers

We may provide delivery information such as:

• name;

• delivery address;

• email address;

• telephone number where required; and

• order or tracking information

to delivery companies so that your order can be delivered.

Fulfilment & Dropship Partners

Some orders may be fulfilled directly by an authorised wholesale or dropship fulfilment partner.

Where this happens, we may share the information necessary to fulfil the order, including:

• customer name;

• delivery address;

• contact details where required for delivery;

• order details; and

• relevant product information.

Our fulfilment partners process this information on our behalf or as otherwise permitted by law.

Technology & Service Providers

We may use third-party providers for services such as:

• website hosting and technology;

• cloud storage;

• analytics;

• customer support;

• fraud prevention;

• security;

• email delivery;

• marketing services;

• subscription management; and

• other business functions.

We require appropriate protections where third parties process personal information on our behalf.

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8. Information Shared When You Request Delivery

To deliver your order, we may need to provide relevant information to the carrier or fulfilment partner.

This may include your:

• name;

• delivery address;

• email address;

• telephone number; and

• information necessary to identify and deliver your order.

For courier services that provide delivery notifications, your email address or telephone number may be used to send tracking and delivery updates.

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9. Information Shared for Returns & Faulty Products

If you contact us about a return, faulty product, replacement or refund, we may need to share relevant information with our fulfilment partner, manufacturer, payment provider or delivery provider.

We will share only information reasonably necessary to investigate and resolve the issue.

You will not normally be required to contact our fulfilment supplier directly.

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10. Business Transfers

If MyJoyToys is involved in a business transaction such as:

• a sale of the business;

• merger;

• restructuring;

• acquisition;

• financing;

• insolvency; or

• transfer of assets,

personal information may be transferred as part of that transaction where legally permitted.

Any such transfer will be handled in accordance with applicable data protection law.

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11. Legal Disclosure

We may disclose personal information where necessary to:

• comply with a legal obligation;

• respond to a valid legal request;

• comply with a court order;

• respond to law enforcement;

• investigate fraud or unlawful activity;

• establish or defend legal claims; or

• protect the rights, safety or property of MyJoyToys, our customers or others.

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12. International Transfers

Some of our service providers may process personal information outside the United Kingdom.

Where personal information is transferred outside the UK, we will take appropriate steps to ensure that the transfer is lawful and that appropriate safeguards are in place.

Depending on the destination and applicable law, safeguards may include:

• an adequacy decision or regulations;

• the UK's International Data Transfer Agreement;

• the UK Addendum to EU Standard Contractual Clauses;

• appropriate contractual safeguards; or

• another lawful transfer mechanism.

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13. How Long We Keep Your Information

We do not keep personal information indefinitely without a reason.

The length of time we retain information depends on why we collected it.

For example, we may retain information for as long as reasonably necessary to:

• provide our services;

• maintain your account;

• complete and document transactions;

• process returns and refunds;

• deal with customer-service enquiries;

• comply with accounting and tax obligations;

• meet legal requirements;

• prevent fraud;

• resolve disputes; or

• establish, exercise or defend legal claims.

When information is no longer required, we will delete it, anonymise it or otherwise securely dispose of it where appropriate.

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14. Security

We take reasonable technical and organisational measures to protect personal information against:

• unauthorised access;

• accidental loss;

• destruction;

• alteration;

• disclosure; and

• other unlawful or unauthorised processing.

However, no online system can be guaranteed to be completely secure.

You should take reasonable care when protecting account credentials and should not share your password with other people.

If you believe that your account or personal information has been compromised, please contact us promptly.

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15. Your Data Protection Rights

Depending on the circumstances and subject to applicable legal conditions and exemptions, you may have the following rights.

Right of Access

You may request a copy of personal information we hold about you.

Right to Rectification

You may ask us to correct inaccurate or incomplete personal information.

Right to Erasure

In certain circumstances, you may ask us to delete your personal information.

This right is not absolute and certain information may need to be retained because of legal or other legitimate requirements.

Right to Restriction

In certain circumstances, you may ask us to restrict how we process your personal information.

Right to Object

You may have the right to object to certain types of processing, including processing based on legitimate interests.

You have an absolute right to object to direct marketing.

Right to Data Portability

In certain circumstances, you may have the right to receive personal information you provided to us in a structured, commonly used and machine-readable format and request its transfer to another organisation.

Right to Withdraw Consent

Where we rely on your consent to process personal information, you can withdraw your consent at any time.

Withdrawal of consent does not affect the lawfulness of processing carried out before you withdrew your consent.

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16. Marketing Preferences

You can unsubscribe from MyJoyToys marketing communications at any time.

Marketing emails will include an appropriate unsubscribe mechanism.

You can also contact us directly if you no longer wish to receive marketing communications.

Opting out of marketing does not stop essential service communications such as:

• order confirmations;

• payment confirmations;

• delivery information;

• account notices;

• return or refund communications;

• security messages; or

• other communications necessary to provide services you have requested.

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17. How to Exercise Your Rights

To exercise your data protection rights, please contact:

MyJoyToys Ltd

5 Braydon Square
Stepney Green
London
E1 0SG
United Kingdom

Email: info@myjoytoys.co.uk

Please clearly explain the nature of your request.

We may need to verify your identity before providing information or completing certain requests.

This is to ensure that personal information is not disclosed to the wrong person.

We will respond within the timeframe required by applicable data protection law.

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18. Complaints

If you have concerns about how we have handled your personal information, please contact us first so that we have an opportunity to investigate and resolve the issue.

You also have the right to complain to the UK's data protection regulator:

Information Commissioner's Office (ICO)

You can find information about making a complaint through the ICO's official website.

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19. Children's Privacy

MyJoyToys is an adult sexual-wellness retailer and our website is not intended for people under 18.

We do not knowingly collect personal information from children under 18 for the purpose of purchasing products from our store.

If you believe that a person under 18 has provided personal information to us, please contact us so that we can investigate and take appropriate action.

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20. Third-Party Websites

Our website may contain links to websites or services operated by third parties.

Those third-party websites have their own privacy policies and terms.

We are not responsible for the privacy practices, security or content of third-party websites.

We recommend reviewing the privacy policy of any third-party website you visit.

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21. Social Media & Embedded Content

Our website may contain social media links, widgets, embedded content or other third-party functionality.

Depending on how these features operate, the relevant third party may collect information about your interaction with them.

Their own privacy policy will apply to their processing of your information.

Where consent is required before third-party tracking technologies are activated, we will seek the appropriate consent.

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22. Analytics & Advertising

We may use analytics and advertising technologies to understand how visitors use our website and to measure or improve marketing.

Depending on the technology used, this may involve information such as:

• pages viewed;

• products viewed;

• basket activity;

• device information;

• approximate location;

• referral information; and

• interactions with advertisements.

Where applicable law requires consent for such technologies, we will seek consent before using them.

We do not regard the use of analytics or advertising technology as giving third parties unrestricted access to your personal information.

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23. Personalised Shopping

We may use information about your interactions with MyJoyToys to improve your shopping experience.

For example, we may use information about:

• products you have viewed;

• products you have purchased;

• products added to your basket; or

• preferences you have expressed

to help provide relevant product recommendations or improve website content.

Where this involves cookies or similar technologies requiring consent, we will obtain the appropriate consent.

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24. Sensitive or Special Category Information

We recognise that shopping at MyJoyToys may involve products or communications relating to intimate subjects.

We do not need customers to provide health information or other special category personal information simply to purchase products from our website.

If you voluntarily provide information relating to health, sexual health or another potentially sensitive matter when contacting us, we will handle it carefully and only use it where necessary and lawful for the purpose for which it was provided.

Please avoid providing unnecessary sensitive information.

Where UK GDPR treats information as special category data, we will only process it where we have both an appropriate lawful basis and an applicable special-category condition under data protection law.

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25. Payment Card Information

Payment card information is processed through our payment providers.

We do not normally store complete payment-card numbers ourselves.

Payment providers may process your payment information in accordance with their own privacy policies and security requirements.

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26. Fraud Prevention

We may use information to detect and prevent:

• fraudulent orders;

• payment fraud;

• account misuse;

• suspicious transactions;

• attempted abuse of promotions;

• malicious activity; and

• other unlawful activity.

This may involve automated systems or checks provided by third-party service providers.

Where required by law, you may have rights concerning solely automated decision-making or profiling.

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27. Automated Decision-Making & Profiling

Some third-party services used by ecommerce businesses may use automated systems to assess fraud risk, security or website activity.

Where automated processing produces a decision that has legal or similarly significant effects on you, we will comply with applicable UK data protection requirements and any rights you have under them.

We do not intend to make solely automated decisions producing significant legal effects about customers unless permitted by law and subject to the appropriate safeguards.

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28. Shopify

MyJoyToys uses Shopify to operate its ecommerce website.

Shopify may collect and process personal information relating to your use of our store in order to provide ecommerce, security, analytics and related services.

Information submitted through our store may be transmitted to Shopify and relevant service providers.

Shopify may also process information in connection with services and features it provides to merchants.

For information about Shopify's own processing of personal information, please refer to Shopify's applicable privacy information.

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29. Data Protection Law

This Privacy Policy is intended to operate in accordance with applicable UK data protection law, including:

• the UK General Data Protection Regulation;

• the Data Protection Act 2018;

• the Privacy and Electronic Communications Regulations 2003; and

• other applicable data protection and privacy legislation.

Where legislation changes, we may update this Privacy Policy to reflect the new requirements.

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30. Changes to This Privacy Policy

We may update this Privacy Policy from time to time.

Changes may be made because of:

• changes to our business;

• changes to our services;

• changes to the technology we use;

• changes to our service providers;

• changes in data protection law;

• regulatory guidance; or

• other operational reasons.

When we make changes, we will update the Last Updated date at the top of this Privacy Policy.

Where required by law, we will provide additional notice.

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31. Contact Us

If you have questions about this Privacy Policy, how we use your personal information or your data protection rights, please contact us.

MyJoyToys Ltd

5 Braydon Square
Stepney Green
London
E1 0SG
United Kingdom

Email: info@myjoytoys.co.uk

 

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MyJoyToys Ltd

Last Updated: 12 August 2026