Privacy Policy

To access the App, create a connection between a Yoto player and the App, access your digital library, or access Yoto Space, you will need to create a Yoto account (either on our website or on the App). In addition, if you become a Yoto Club member, we will collect your details so you can set up your Yoto Club account.

We process your personal data to facilitate our provision of these services to you, including so you can see in the App which WiFi network your player is connected to, for network visibility, to manage storage and memory, and to enable the playing of audio content. We may also need to communicate with you and send you service notifications (including on-device alerts) for administrative or customer service purposes, such as providing updates on our terms or the expiry of your credits.

• We collect: Your name, address, email, phone number, device nickname, records of the audio played on the Yoto player, when it was played and how many times it was played (play logs) and records of how the Yoto player is being used, for example, battery status (charge and percentage), WiFi status (whether the Player is connected to a WiFi network and, if it is, the signal strength and WiFi network name), memory (RAM), storage (space SD card), device temperature, and crash logs (together, usage logs), and the specific Yoto players associated with these play logs and usage logs, details of your purchases, digital subscriptions and downloaded content.

• Our lawful basis for collection: Necessary for the performance of the contract we have with you for the provision of our services.

• Data sharing with third parties: We share this data with third parties who host our website, provide services that help us manage our user accounts, help make our App work, and manage our customer service channels.

If you make a purchase from our website, we process your personal data to facilitate and keep records of the transaction and to fulfil your orders (including delivery of any physical products). If you enter one of our competitions, we will also collect and manage your details, let you know if you have been successful, and publish your details if you are a winner.

• We collect: Your name, month and year of birth, address, email, phone number, username, IP address, order, purchase and payment details. If the product is a physical product, we will also collect shipping details. You can also create an account with us when you purchase (see "Creating your account and using our Yoto player"), but you don’t have to. If you enter a competition, we will collect details necessary for administering and judging the competition, which may include information about your child, their age and region, and their entry (which may be an image, audio recording or other submission).

• Our lawful basis for collection: Necessary for the performance of the contract we have with you for the provision of our services and competitions.

  When we publish the names and addresses of our competition winners, we do so based on our legitimate interests in promoting Yoto and meeting applicable rules (including ASA rules in the UK) on transparency. You will have the opportunity to object to this or to reduce the amount of information we publish about you.

• Data sharing with third parties: Our security measures mean we never see your payment details, which are passed straight to our secure payment processor. If you checkout using Klarna or any other third-party payment provider, then we will direct you to Klarna or that other provider to complete the relevant payment process for your order. We also share your data with third parties who help host our website, run our online store, and help make our App work.

After registering, you’ll receive an email asking you to verify your account. We use security measures to make sure we can’t see the plain text of the password you create. Our third-party partner Shopify also collects IP addresses to help prevent and detect fraud. We also use technical information such as IP address, device and browser details, and information about your account and payments to help us ensure the security of our services and to prevent and detect fraud.

We collect and monitor error logs and usage logs associated with those error logs which we store for a reasonable period to help us diagnose and fix any bugs or product issues with the Yoto player or the App, which enables us to prevent technical faults in connection with the provision of our services. Where we have detected a potential product or safety issue with your Yoto player based on these error logs and usage data, we may inform you of this fact via communication channels, using the contact details you have given us such as email, via the App, or directly through the Yoto player’s audio or display. We may also remotely switch off the Yoto player to avoid any product issues arising or continuing.

• We collect: Your email address and a password created by you, IP address, account details, technical data, play logs, error logs, and usage logs. Technical data may include browser information such as browser type, browser version and screen resolution when using the Website; OS version, phone make/model and phone version when using the App and OS version and player type when using the player.

• Our lawful basis for collection: We have a legitimate interest in ensuring the safety and security of our services; in preventing and detecting fraud; and in ensuring the health and safety of our users.

• Data sharing with third parties: We share this data with our partner Shopify which collects IP addresses to prevent fraud. We also share your data with third parties who enable us to monitor, troubleshoot and inform you of any product issues with your device if you need us to.

Yoto player and App

Our App enables you to explore your purchased content, free audio, sleep sounds, kid-friendly podcasts and radio from around the world. You can also find Yoto news, Yoto player and privacy settings.

You can also record your own story or other audio content on the App, record and upload the audio of others, and link it to a Make Your Own card to play on Yoto player, or share it with chosen friends and family. If you record the voices of others, this means that Yoto will process their recordings.

The App may in the future offer you the opportunity to submit limited personal data to create tailored audio, such as submitting brief personal data to help tailor a children’s story for your child. We will only collect the data requested for such services, and will not use this for any other purpose.

If you use the App to record your own audio content (or allow your child to record their own audio content) to playback on your Yoto player, that recording is stored on our servers as a playlist. Yoto may in some circumstances review the content of audio recordings to protect our rights and business interests (see “Managing our business and preventing unlawful use”). You can delete the playlist at any time, or you can ask us to delete them for you. It is your choice whether your child records an audio recording on the App and who it is shared with, and we encourage you to review this carefully. If you are in the US, for further information please refer to our Audio Recording Notice. You can delete these recordings at any time, or you can ask us to delete them for you.

You may also provide us with data in the way you name your Yoto players or playlists. We do not aim to collect personal data in this way and do not make any inferences based on player or playlist names.

Yoto Space

When you use our Yoto Space community you may choose to submit a variety of user-generated content which we process to disseminate your profile information and messages to other users. See also “Engaging with us online and using our services” below on how we use Yoto Space data.

• We collect: Stories and other audio content, speaker names, and playlist names which you submit to the App; personal data derived from these inputs where it has been generated by our AI story tool; and user-generated content which you submit on Yoto Space such as pictures, drawings and names. These data categories may relate to you or they may relate to a third party (including your child if you choose to submit their data).

• Our lawful basis for collection: To the extent the data you submit relates to you, it is necessary for the performance of the contract we have with you for the provision of our services.

  To the extent the data you submit relates to a third party (for example your child), we have a legitimate interest in helping you tailor our services for you, and in enhancing your and others' enjoyment of our services through incorporating the data you wish to submit. We have a legitimate interest in allowing you to use our interactive services and allowing our users to interact with each other.

• Data sharing with third parties: Where you permit this sharing, audio content and playlist/speaker names can be shared with family and friends through the "Make Your Own Card" feature. We also share your data with third parties who help make our App and Yoto Space work and help us store your recorded content.

Information you provide to us

We collect information you choose to share with us, such as your name, phone number, email address and other personal details. This may happen when you sign up for our marketing programs or voluntarily engage with us in other ways.

Information obtained from other sources

We may receive information about you from other sources, including third parties, such as our partners in co-branded services or joint-marketing activities. Any data we receive from these sources is handled with the same care and protection outlined in this privacy notice.

We enable you to create a connection between your Yoto player, the App, and Yoto Space accounts so that information can be shared to allow us to tailor our service and get to know you better. If you provide the same email address to both Yoto and Shopify, you can also enable Shopify purchases to be added to your Yoto account. We use data collected about your purchases to help tailor our marketing of further Yoto cards, accessories and products to your interests.

In addition, we process personal data to understand what content is being played so we can make sure your frequently played content is saved to your player, and you don't have to download it every time.

With your consent, we will use play logs and usage logs from your Yoto player and your App usage to provide you with more tailored services and marketing messages (to the extent you have opted-in to receive marketing messages); and to help us understand your listening habits and find exciting and relevant new Yoto cards, accessories and products for you.

• We collect: Your name, email, address, phone number, user ID, order and purchase history, play logs and usage logs, additional information collected from the device on which your App is installed such as operating system and device ID, and information collected from cookies.

• Our lawful basis for collection: We have a legitimate interest in ensuring our services are as easy to use and our marketing is as relevant as possible for our users, and we process your account and profile information and purchase history for these purposes.

  Where we use data from your Yoto player (play logs and usage logs) or your mobile device to personalise our services, marketing (if you have opted-in to marketing) and content, we rely on your consent. You can withdraw your consent to such personalisation at any time through your App settings.

• Data sharing with third parties: We share your personal data with third parties to help us provide you with more tailored services and marketing messages.

When you engage with us on social media, by interacting with us on Facebook groups, on our Facebook, Instagram, or other social media pages, by sending us direct messages, or by tagging us in your content, we may collect data you share in those interactions such as your username and details of your communication. On some occasions, we may review social media content, approach social media users to carry out market research or to ask if we can reshare or use your content on our webpage.

When you use our Yoto Space community, we monitor chats to ensure they are in keeping with our community standards. If your Yoto Space account is determined to breach our Yoto Space Acceptable Use Policy, we may take action as described in the Acceptable Use Policy including withdrawal of your account or removal of your contributions. Our moderation practices incorporate a combination of automated and human moderation.

• We collect: User-generated content which you submit on Yoto Space or other social media services, such as pictures, drawings and names, and information to help us identify your Yoto Space account like your name and user ID, and details you provide in product reviews.

• Our lawful basis for collection: We have a legitimate interest in processing data to help us understand our social media reach and our users, in displaying product reviews, and in using content you have agreed we can reshare. If we enter into an agreement with you about the use of this content, we will instead rely on the terms of that agreement.

  We have a legitimate interest in ensuring our Yoto Space community and other social media communities we moderate are safe spaces for our users, and in some cases, we have legal obligations to ensure we comply with online safety responsibilities.

  To the extent you share any special category data, such as information about your religion or health, as part of your contributions on Yoto Space, Yoto processes this for the same purposes set out above. Our lawful basis for this processing will vary by each purpose: if we enter into an agreement with you about the reuse of content containing special category data, we will seek your consent. Any processing of special category data for online safety purposes will be based on the need to safeguard children and adults at risk or the prevention and detection of unlawful acts. To the extent you share special category data as part of a contribution to content, such as Yoto Daily, we are permitted to process this data to permit freedom of expression and information.

• Data sharing with third parties: We share your personal data with third parties who host and support Yoto Space, and who provide moderation and verification tools.

We collect and use some of your data for the purpose of sending you direct marketing. When you give us your consent, we will send you electronic marketing messages including by email and push notifications, including news and offers on new products, services and Yoto Cards. We may also personalise this marketing based on information you have provided to us through your account or based on your purchases. If you consent, we will also tailor this direct marketing based on your listening and usage habits (see "Personalisation"). Where you have not given us your consent, we will still use your data to display marketing materials within our App, or on social media and may send you direct marketing by email, SMS and post.

• We collect: Your name, email, contact details and usernames. (See "Personalisation" for the personal data we process to personalise your marketing).

• Our lawful basis for collection: We rely on your consent to send you electronic direct marketing. You can change your mind at any time by using the opt-out options available in our marketing messages; or by emailing us at privacy@yotoplay.com. You can also withdraw your consent to certain personalisation of marketing through your App settings. We rely on our legitimate interest for certain other types of marketing, including sending direct mail marketing, in-App marketing or, where permitted, marketing to you on social media platforms.

• Data sharing with third parties: We share your personal data with third parties to help us provide you with more tailored marketing messages. We will, for example, share data with social media partners and ad-tech vendors where we want to deliver advertising to you on third party sites, and we make use of vendors who help us deliver marketing by email and by post.

Certain Yoto player and App play and usage data is also collected for statistical purposes to make improvements to our services. To ensure we do this in a way which respects children’s privacy and your privacy, we anonymise and often aggregate the usage data before we use it for analytics purposes. We may also seek your feedback on how to improve our services through surveys and focus groups.

We also conduct analytics on our fan pages on third party sites (such as our Facebook fan page) so we can work out how to appeal more to our customers. We are a "joint controller" with Meta Platforms, Inc. (Meta) for these purposes, and you should contact Meta if you wish to exercise your data protection rights in respect of our Facebook fan page. Further information, including how Meta enables you to exercise your data protection rights and subsequently processes your information as an independent data controller can be found in Meta’s Privacy Policy. Please note we do not accept any responsibility or liability for Meta’s Privacy Policy or websites or apps.

• We collect: play logs and usage logs from your Yoto player and App (as defined above), information about your mobile device such as how long you spend using the App and which version of the App you’re running; your name and email so we can send you surveys; information about your use of our social media pages.

• Our lawful basis for collection: We have a legitimate interest in learning what you do and don't like about our services, and making improvements to our services, to benefit both your and our future users' experiences. When we conduct analytics on our fan pages we have a legitimate interest in better commercialising our activities and improving overall user engagement.

• Data sharing with third parties: We use third parties such as marketing agencies and market research providers to help us understand how our players and App are used, and how to improve them.

We will use all the data we collect to ensure that we can manage our business, including establishing, exercising or defending legal claims and carrying out wider compliance activities (including disclosure of such information in connection with legal process or litigation), managing our insurance, protect the security of our systems, obtain advice from professional advisors and to comply with our legal obligations. Our legal obligations include those under data protection, consumer law, online safety laws, duties of care, health & safety obligations, employment law and accounting rules. We also may review the data we collect about the use of our products and services to help us identify any unlawful uses of our products or services, such as breach of our terms of sale or intellectual property licences.

• We collect: any data about you as set out in this notice.

• Our lawful basis for collection: We have a legitimate interest in being able to manage our business, establish, exercise and defend ourselves against legal claims, and comply with agreements we have put in place with third parties who licence their content to us. We will rely on our legal obligations where we are required to process data to meet legal requirements.

• Data sharing with third parties: We may share your data as necessary with third parties to meet these purposes, including professional advisors, law enforcement and governmental authorities.

Who do we share your data with?

As we’ve described in the sections above, we use third parties to help us run our business, and we've described below the third parties we work with when:

• You use our website:

  We work with cookie providers who help us understand how our website is used. These are listed in our cookies policy here.

  We also work with third parties to host our website, run our online store and help us provide customer service. We only share your personal data with these providers as we need to deliver what you've asked us to, whether that's payment processing or delivery fulfilment in connection with an online order you've made, or responding to a customer service query.

  We also use third parties to help us provide you with more tailored services and marketing messages.

• You use our App:

  We use third parties to help make our App work. The third parties we use store your account information for us. Yoto has visibility on the items you've purchased and the content you play that streams to the App.

  We use third parties to help us understand how our App is used, and how to improve it. We also use third parties to help us provide you with more tailored services and marketing messages.

• You use our Yoto players:

  We use third parties to help us understand what content is being played and how your device is performing, so we can (for example) make sure your frequently played content is saved to your player, and you don't have to download it every time. These third parties also enable us to monitor, troubleshoot and inform you of any product issues with your device if you need us to.

  We use third parties to help us understand how our player is used, and how to improve it. We also use third parties to help us provide you with more tailored services and marketing messages.

  If we ever discover that someone under 18 has created an account with us or can be identified by the data we collect, we will delete that data immediately and terminate the account.

  In addition, we may share your personal data with the following third parties:

• Professional advisors and general service providers: We make use of various third parties for general business management purposes, including providing internal systems. We also make use of professional advisors such as accountants and external legal counsel for managing our business.

• Regulators, authorities and enforcement agencies: if we are under a duty to disclose or share your personal data to comply with a legal obligation, to enforce our terms or any other agreements, or to protect our business against fraud and credit risks.

• Purchasers or potential purchasers of our business, and professional advisers: In the event that our business is sold or integrated with another business, your details will be disclosed to our advisers and any prospective purchaser’s adviser and will be passed to the new owners of the business.

  When we disclose your personal data to third parties, your personal data will be dealt with in accordance with the privacy policies of those third parties.  

  As we are located in England, we generally store personal data in local servers situated in either the UK or the EU. Depending on where you are situated, this means that our service providers or the services they provide may be based outside of your country of residence. We may however collect, process or store personal data in other countries including in Australia or the USA.

If you are based in the UK or the EU, the personal data we process is typically stored in local servers situated within the UK or the EU.

Personal data that we collect from you may be transferred to and stored at a destination outside the UK/European Economic Area (EEA), including our offices and vendors in the US. Where these locations do not provide an adequate level of data protection, we ensure appropriate safeguards are in place to protect the transfer of your personal data to these countries.

In most cases, we will rely on data transfer mechanisms (e.g. the EU’s Standard Contractual Clauses (EU SCCs), the UK International Data Transfer Agreement (IDTA) and/or the UK addendum to the EU SCCs. A copy of the relevant mechanism can be obtained for review on request by getting in touch with us at privacy@yotoplay.com.

If you are based in Australia, your personal data may be collected, processed or stored in the UK, EU or US. By providing us with your personal data, you acknowledge that your personal data may be used, stored and disclosed overseas, including in jurisdictions that may not provide equivalent levels of data protection as your home jurisdiction. To protect your personal data we take care to work with entities, partners and service providers who are based in countries that provide adequate levels of data protection, or we otherwise take steps to ensure that your personal data receives adequate levels of data protection in the jurisdictions in which it is processed in accordance with all applicable privacy laws.

You have various rights under data protection law. A summary of your privacy rights is below, however, these rights are subject to exceptions and may not apply to you in some circumstances.

If you wish to exercise these rights or have any questions, the easiest way for you to do this is by contacting us at privacy@yotoplay.com.

• Access: You have the right to access your personal data and obtain a copy of it

• Rectification: You can correct incomplete or inaccurate data we hold about you

• Erasure: You can ask us to erase the personal data we hold about you

• Restrict: You can ask us to restrict our handling of your personal data

• Portability: You can ask us to transfer your personal data to a third party

• Object: You can object to how we are using your personal data

• Withdrawal of consent: Wherever we rely on your consent, you have the right to withdraw that consent at any time, without affecting the lawfulness of processing based on consent before its withdrawal.

• Complain: You always have the right to lodge a complaint with us at privacy@yotoplay.com or the Information Commissioner’s Office, the supervisory authority for data protection issues in England and Wales.

  If you are based in Australia the supervisory authority for data protection and privacy is the Office of the Australian Information Commissioner who you can contact here. If you are based outside of Australia, England and Wales, you can find your relevant supervisory authority  here.

  We may decline your request to access or correct your personal data in certain circumstances in accordance with applicable data protection and privacy laws (or if we no longer hold any personal data about you as disclosed above). If we do refuse your request, we will provide you with a reason for our decision and, in the case of a request for correction, we will include a statement with your personal data about the requested correction.

  Can you remain anonymous or use a pseudonym?

  Generally speaking, we do not allow you to use a pseudonym or to otherwise remain anonymous, as this is impractical for our business purposes.

  We also note that if you do not provide us with some or all of the personal data we request, we may not be able to assist you in accessing our products or services. This may also have an effect on whether we can begin or continue a relationship with you, and whether you can use or access our products or services.

  We do not carry out any solely automated decision-making processes.

  Some of these rights are conditional and will not always be available to you all the time.

We retain your personal data for no longer than is necessary for the purposes for which it is processed, and more particularly:

• Information related to your Yoto account will be deleted 2 years after your account has become inactive. We’ll reach out to you by email before we delete your account data, explaining how you can ask us not to delete your data.
• All user accounts that are inactive (have not been signed into for 2 years) will be deleted along with their order history, settings and any other data.
• All families with no remaining users will be deleted along with their card library, player registrations, and any settings.
• All orphaned Make Your Own (MYO) content that has not been listened to for over 3 years may be deleted at any time.
• We will delete your order information 6 years after your last order with us.

How do we use cookies and similar technology?

For information about the specific cookies we use on our website and App, and to control your cookie preferences, click here.

In addition:

What are cookies and similar technology?

A cookie is a very small text document, which often includes a unique identifier. Cookies are created when your browser loads a particular website. The website sends information to the browser which then creates a text file. Every time the user goes back to the same website, the browser retrieves and sends this file to the website’s server. Find out more about the use of cookies at www.allaboutcookies.org.

We also use other forms of tracking technologies (such as SDKs) which serve a similar purpose to cookies and allow us to monitor, improve and tailor our App and our player. When we talk about cookies, this term includes these similar technologies.

First-party and third-party cookies

Cookies can either be “First party” or “Third party”. First party cookies refer to cookies that we set and use directly. Third party cookies refer to tracking technologies set by third parties (such as our analytics service providers) through our website or App.

Session and persistent cookies

Cookies can be persistent or session cookies depending on the time that they remain on your device. A persistent cookie is stored on your device after your browser is closed or once your session ends. It can be used to recognise your device when you open your browser and use the same page again. A session cookie exists temporarily on your device while your browser is open. It is deleted automatically once you leave or close your browser, or shortly afterwards.