Privacy Policy

We will always be transparent about how we use your data.

When you browse our website, we collect data about your visit using cookies. You can learn more about this here.
We only ever send marketing communications if you’ve consented to us doing that. You can change your mind by clicking the unsubscribe link visible in every marketing message or by emailing us at privacy@yotoplay.com


Yoto Limited 124 City Road London EC1V 2NX legal@yotoplay.com

Click on the relevant section below to learn more about how we use your data when:

When you purchase something from our website

We collect: Your name, address, IP address, telephone number, order, and payment details. If the product is a physical product, we will also collect shipping details. Our security measures mean we never see your payment details, which are passed straight to our secure payment processor. You can also create an account with us when you purchase, but you don’t have to.

Our lawful basis: Under data protection law, we need to tell you the lawful basis we use to process your personal data in this way. Our lawful basis is: to perform, and take steps to enter into a contract with you, including to ship your order to you.

We also wanted to tell you:

  • If you consent, we also collect technical data using cookies on our website, which you can find out more about by clicking here
  • Our third party provider Shopify tracks IP addresses to prevent fraud.
  • If you checkout using Klarna, then we will also introduce you to Klarna to complete the finance application process for your order.
  • We are based in the United Kingdom, but the providers we use to process your order are based around the world. Click here to see a list of these providers, and how we protect your data when we work with them.

If you would like us to delete your account or personal data at any time please let us know. In addition,

  • We delete your order information 6 years after your last order with us.
  • All other information related to your Yoto account will be deleted 2 years after your account has become inactive (has not been signed into for 2 years). 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 families with no remaining users will be deleted along with their card library, player registrations, any settings.
  • All orphaned make your own (MYO) content that has not been listened to for over three years may be deleted at any time.
  • 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.
  • You have a suite of rights over how your data is used, we’ve set them out here.
  • We may use this information to analyse where our customers are and create targeted campaigns.

When you create a Yoto Account

In order to access the app, create a connection between a player and the app, or access the library, you will need to create a Yoto account. You will need to provide the same email address for your Yoto account and Shopify account to enable us to add your purchases to your Yoto account.

We collect: Your email address and a password created by you. 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 lawful basis: Under data protection law, we need to tell you the lawful basis we use to process your personal data in this way. Our lawful basis is: to perform, and take steps to enter into a contract with you, including to establish your account.

We also wanted to tell you:

  • If you consent, we also collect technical data using cookies on our website, which you can find out more about by clicking here.
  • We are based in the United Kingdom, but the providers we use to process your order are based around the world. Click here to see a list of these providers, and how we protect your data when we work with them.
  • Information related to your Yoto account will be deleted 2 years after your account has become inactive, except for your order history which is deleted after 6 years. 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.
  • You have a suite of rights over how your data is used, we’ve set them out here.
  • If you notify us or we otherwise determine that a child under sixteen has been improperly registered for a Yoto Account, we will cancel the child's account and delete the child's personal information from our records.

The Yoto Player is deliberately designed to collect minimal data. When you use the Yoto Player or the Yoto App we collect usage data, as detailed below, to improve the Player and the App, and to troubleshoot.

Certain usage data (as defined below) is also used to help us improve our business. To ensure we do this in a way which respects children’s privacy and your privacy, usage data we collect is anonymised and aggregated to form analytics data. Analytics data does not contain personal data and cannot be linked back to children or to you.

When you use the Yoto Player

  • When you use the Yoto Player, we collect the following usage data to help us improve the Player and allow us to manage storage and cache: the audio being played, when it was played and how many times it was played, system performance of the player (such as how much memory you have left).
  • Whether the Player is connected to a WiFi network and, if it is, the signal strength and WiFi network name. We collect this so you can see in the App which WiFi network your player is connected to, and for troubleshooting.
  • We also collect error logs which we store for a period of 30 days to help us diagnose and fix any bugs.

When you use the Yoto App

  • Our App enables you to explore free audio, sleep sounds, kid-friendly podcasts and radio from around the world. You can also record your own story and link it to a card to play on Yoto Player, or share it with friends and family.
  • If you use the App to record your own content to play back on your Yoto Player, the recording is stored on our servers but we cannot access or hear them. You can delete these recordings at any time, or you can ask us to delete them for you, and we’ll be happy to help.
  • When you use our App, we collect how long you spend using the App and which version of the App you’re running. This data isn’t linked to your user account.
  • To help us understand how you use our App, we also collect information about the audio you’ve played, when it was played, and how many times it was played.
  • We also collect error logs which we store for a period of 30 days to help us diagnose and fix any bugs.

When you become a Yoto Club member

We collect: Your name, address, email, phone number and payment details. We may also require your shipping information if we need to deliver something to you. Our security measures mean we never see your payment details, which are passed straight to our secure payment processor.

Our lawful basis: Under data protection law, we need to tell you the lawful basis we use to process your personal data in this way. Our lawful basis is: to perform, and take steps to enter into, a contract with you, including to establish your account and provide your subscription.

We also wanted to tell you:

  • If you consent, we also collect technical data using cookies on our website, which you can find out more about by clicking here.
  • We are based in the United Kingdom, but the providers we use to process your order are based around the world. Click here to see a list of these providers, and how we protect your data when we work with them.
  • We delete your order information 6 years after your last order with us. Other 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.
  • You have a suite of rights over how your data is used, we’ve set them out here.

When you make an enquiry with us

We always collect: Your name, IP address, email address and/or telephone number, so that we can provide assistance to you. If we don’t collect these details from you, we are unable to provide customer service to you.

Our lawful basis: Under data protection and privacy laws, we need to tell you the lawful basis we use to process your personal data in this way. Our lawful basis is: to provide assistance to you in relation to our business.

We also wanted to tell you:

  • If you consent, we also collect technical data using cookies on our website, which you can find out more about by clicking here.
  • If you would like us to delete your account or personal data at any time please let us know.

Yoto will never sell your personal data.

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 cookies 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 an online order you've made, or responding to a customer service query.
  • 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, the items you've purchased and the content you play that streams to the App.
  • You use our player: We use third parties to help us understand how our player is used, and how to improve it. These third parties 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 troubleshoot your device if you need us to. We never collect data from the player that could enable us to identify your children, and if we ever discover that someone under 16 has created an account with us or can be identified by the data we collect, we will delete that data immediately.

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. We may also share personal data with any prospective buyers of our business or any part of it, to ensure that our business can be continued by the buyer.

To keep our privacy policy short and easy to understand, we haven’t set out every single supplier we work with. Whenever we transfer your personal information outside of the UK and the EU, we ensure it receives additional protection as required by law. If you have any specific questions please get in touch here. We’ll be happy to help.

You have various rights under data protection law – please note, privacy law is complicated and these rights will not always be available to you all of the time. If you wish to exercise these rights or have any questions, the easiest way for you to do this is likely to be 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
  • Complain: You always have the right to lodge a complaint with us or your supervisory authority for data protection. You can find your relevant supervisory authority here.