Who we are
ToyReviews ("we", "us") is operated by Lovell Developments Ltd, a controller of personal data for the purposes of UK GDPR. You can reach us at privacy@toyreviews.com.
What we collect and why
- Server access logs and operational analytics: IP address, request path, timestamp, optional country code from hosting/proxy headers or local IP-to-country lookup, referrer host/path when sent by the browser, UTM campaign fields when present in the URL, outbound retailer clicks, and a non-reversible visitor hash derived from IP address and user-agent. For retailer clicks we also record the article, search phrase, link position, marketplace, device class, and traffic source so we can measure whether our shopping links are useful. We do not store the raw user-agent or full referrer query string in the analytics database. Used for diagnostics, abuse prevention, capacity planning, attribution, aggregate visitor counts, and commerce performance. Lawful basis: legitimate interests.
- Account data (if you create an account): email address, hashed password, sign-in history. Used only to operate your account. Lawful basis: contract.
- Cookie preferences: your choices stored in a first-party cookie. Lawful basis: legitimate interests / legal obligation.
- Optional cookie-based analytics: only if you accept analytics cookies, we may collect additional aggregated, pseudonymised usage data. We have not deployed any cookie-based analytics tool at the time of writing. Lawful basis: consent.
We do not sell personal data or build behavioural profiles from our own analytics. Optional marketing or partner-attribution tools are consent-controlled when enabled.
Children
ToyReviews publishes information for adults shopping for children's toys. The site is not directed at children under 13. We do not knowingly collect personal data from children. If you believe a child has provided personal information, please contact us and we will delete it.
Cookies
We use a small number of strictly-necessary cookies (authentication, anti-forgery, your cookie choice). Anything else is opt-in; see our cookie policy for the full list and how to change your preferences.
Affiliate links
Some eBay shopping links may use eBay Partner Network affiliate tracking. When tracking is active, those links may earn us compensation at no extra cost to you and are tagged with rel="sponsored" in the page source. Affiliate placement does not influence which categories or products we cover.
Embedded video
Some articles include embedded video from YouTube or TikTok. To minimise tracking, video embeds use a click-to-load placeholder. We do not contact YouTube's or TikTok's player until you click play, and we use YouTube's youtube-nocookie.com domain. For YouTube embeds, the placeholder image (the video thumbnail) is loaded from Google's i.ytimg.com when the page renders; this does not set cookies on its own. Once you click play, YouTube or TikTok may set their own cookies according to their privacy policies. Self-hosted clips on toyreviews.com are served from us directly and do not contact third parties.
How AI is used in our content
Our buying guides are drafted using AI tools (currently Microsoft Azure OpenAI Service) and structured around our editorial template. We do not pass any visitor data to those AI services as part of the publishing pipeline. Article generation runs server-side and is unrelated to your visit.
Where your data is stored
Operational data is stored on our hosting infrastructure. We do not knowingly transfer personal data outside the UK / EEA unless appropriate safeguards are in place. If a transfer ever becomes necessary we will rely on UK-approved transfer mechanisms (UK IDTA / EU SCCs) and update this policy.
Your rights
Under UK GDPR you have the right to be informed, access, rectification, erasure, restriction, portability, objection, and to withdraw consent at any time (where consent is the lawful basis). To exercise any of these, email privacy@toyreviews.com. We aim to respond within one calendar month.
Complaints
You have the right to complain to the UK Information Commissioner's Office: ico.org.uk/make-a-complaint.
Changes to this policy
If we make material changes we'll update the date above and, if you have an account, attempt to notify you by email.