Privacy Statement

Last updated on 26 June 2024.

Introduction To Our Privacy Statement

Toys “R” Us is the trading name of TRU Kids, Inc., a Delaware limited liability company with its principal place of business at 530 Fifth Avenue, 12th Floor, New York, NY 10036 (“we”, “us” and “Toys “R” Us”). In operating this website and interacting with our customers, we process as controller certain personal data relating to such website visitors, customers and other relevant people (“you”). The protection of your personal data is of utmost importance to us, and we always strive to ensure that, as a business operating the UK, our processing of your personal data is carried out in full compliance with all applicable laws including the UK’s Data Protection Act 2018 and the UK General Data Protection Regulation. One of the important requirements placed on us by such laws is to provide certain information to you about our processing of your personal data. As such, this privacy statement explains:

  • the types of personal data of yours that we automatically collect as a result of you using our website, contacting us and making purchases from us, and other personal data that you might provide to us;
  • our purposes when collecting and processing your personal data;
  • the categories of recipient with whom we may share your personal data, and whether (and, if so, on what basis) we intend to transfer your personal data outside of the UK;
  • how we determine how long to retain your personal data;
  • whether you are obliged to provide certain personal data to us and the consequences of not doing so;
  • whether we perform any automatic decision-making using your personal data;
  • your legal rights in relation to our processing of your personal data; and
  • who we are and how to contact us.

Toys “R” Us is the controller of your personal data in relation to this privacy statement. Throughout the UK we are engaged in a number of existing partnerships with third-party retailers who stock our products in-store and/or use the “Toys “R” Us” brand under licence from us. In addition, our website may link to the websites and social media channels of third parties. This privacy statement does not apply to those third parties’ collection and processing of your personal data, who will have their own privacy notice and independent data processing procedures.

What Personal Data Do We Process?

We collect certain of your personal data when you visit our website, when you deal with us over the telephone, send us correspondence (whether by letter, fax, email, or online “contact us “function) or subscribe to one of our newsletters, or when you make any purchase from us. This includes the following categories of personal data:

  • basic identifiers: name;
  • contact details: email address, billing address, delivery address, telephone number;
  • online data: device and browser information (including location data), internet protocol (IP) address, website usage data (including duration of your visit to our website, where you arrived from and where you left to, and how you used our website); and
  • marketing details: your marketing (including newsletter) preferences.

In addition to the personal data that we collect as described above, we may also process any additional personal data that you choose to provide to use when corresponding with us (whether by letter, fax, email, online “contact us” function, or in taking part in our surveys and competitions from time to time).

We do not intend to collect or process any sensitive or special category personal data, and such personal data will only be processed by us in reviewing the relevant correspondence in which you choose to provide it to us after which our usual procedure is to delete such personal data unless we have a lawful basis, or you have asked us, not to do so.

By providing personal data to us you are confirming that you are over 16 years old. We recognise that we have a special obligation to protect personal data obtained from children and so will not knowingly collect or accept personal data from any person under the age of 16 without consent from their parent or guardian and will delete all children’s data that we knowingly receive without such consent.

Our Purposes When Processing Your Personal Data

We will only process your personal data to the extent permitted by applicable law, and in general only when it is necessary for us to do so in order to perform or enter into a contract with you, when it is in our legitimate interests (such as the monitoring, maintenance and improvement of our website), and/or when you have consented (such as where you decide to sign-up to our newsletter or have previously agreed to receive further marketing communications from us).

The following table explains in more detail the purposes for which we process certain of your personal data, and the “legal basis” on which we rely to undertake such processing:

Purpose Of Our Processing

Types Of Personal Data Processed

Legal Basis For Processing Under The UK GDPR

Consequences Of Your Failure To Provide Necessary Personal Data

To facilitate your access to our website


Our legitimate interest in effectively managing our online presence and, if applicable, advertising and offering our products for sale online

You may be unable to access or use or website as intended or at all

To send you our newsletter


Your consent or, if you have already purchased products from us or signed up to our direct marketing communications, our legitimate interests in updating our customers with relevant new products and services


To identify and develop a profile of who is using our services and what their interests, and to assist us in offering products to suit the needs of such users


Our legitimate interests in providing a tailored user experience


Protecting the security of our website and business, including conducting ant-fraud checks


Our legitimate interests in running a secure and stable business; compliance with legal obligations

You may be unable to access or use or website as intended or at all

To clarify, by “legitimate interests”, we mean lawful purposes that may be reasonably expected by you. When we rely on the legitimate interest, we consider and balance any potential impact on you and your rights.

By subscribing to receive our newsletters you are providing us with your consent to send you such marketing newsletters or notices either by mail, email, SMS, social media and other electronic means provided by you. Whenever we send such marketing newsletters or notices, we will make it clear it is coming from us and you will have the ability to unsubscribe or opt-out if you no longer wish to receive them. You may also contact us via our website contact form and request removal from our newsletter list at any time.

We do not undertake any solely automated decision-making, including profiling, using your personal data.

Sharing Your Personal Data

We may share your personal data with selected third parties so that those third parties can assist us in performing the relevant purpose(s) of processing (or consistent purposes) described in this privacy statement or to fulfil the purpose of the transaction with that third party. The categories of third party with which we may share your personal data include:

  • IT service providers: including IT, communication, analytics and marketing hosting, software and service providers who assist with the operation and maintenance of our website, newsletter subscribers, business and communications technology;
  • Professional service providers: including auditors, accountants, lawyers and finance providers in order to properly advise and support us;
  • Our corporate group: other members of the same group of companies as us, including in order to efficiently operate the group as a whole;
  • Business partners: including third-party licensees of the “Toys “R” Us” brand with whom we work closely, in order to ensure a consistent approach across the “Toys “R” Us” business in the UK and elsewhere; and
  • Successors: third parties (and their advisors) who (or who propose to) invest in or purchase all or part of our shares or assets or with whom we merge.

We may also share your personal data with law enforcement and judicial agencies and governments around the world for security, to comply with a subpoena, customs and immigration purposes and where necessary to comply with, defend or enforce our legal rights.  

As we are an entity established and operating in the United States of America, in providing us with your personal data as described in this privacy statement you are directly providing such personal data to us outside of the UK. We may onward transfer your personal data to third parties also located in the USA (and third parties based in territories other than the UK and the European Economic Area), as well as back to our colleagues and third party partners based in the UK. In each case, we will take steps to ensure that any such onward transfer is undertaken in accordance with such applicable laws (if any), which may involve us entering into a data transfer agreement (including the UK’s International Data Transfer Agreement) and other appropriate safeguards with such third party recipient. Please contact us to request further information in relation to any such appropriate safeguards in place in respect of any restricted international transfers of your personal data.

Retaining Your Personal Data

The period of time for which we will store your personal data once it has been collected varies according to the duration for which we need to process such personal data for the relevant purpose(s) for which it was collected. In determining how long this is, we consider factors including the nature of the personal data (including its sensitivity), how long it is likely to remain up-to-date and accurate for, the likely delay until the relevant purpose (and likelihood of the relevant purpose being) being completed, the existence and extent of any risks to your rights and freedoms as a result of our retention, and our associated legal obligations. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

Your Rights

The UK’s data protection legislation grants certain rights to relevant data subjects in relation to our processing of their personal data. As such, you may be able to exercise the following rights in relation to our processing of your personal data:

  • Access: You have the right to obtain from us confirmation as to whether or not we are processing your personal data, and, where that is the case, a copy (in a commonly-used electronic format) of the personal data being processed;
  • Rectification: You have the right to require us to rectify any inaccuracies in your personal data processed by us and to complete any incomplete personal data processed by us.
  • Erasure: You have the right to require us to delete your personal data in certain circumstances.
  • Restriction of processing: You have the right to require us to restrict the processing of your personal data in certain circumstances.
  • Object to processing: You have the right to object to the processing of your personal data in certain circumstances.
  • Data portability: You have the right to require us to transmit (in a structured, commonly used and machine-readable format) your personal data to you or a third party in certain circumstances.
  • Withdraw consent: When we rely consent as our lawful basis, you have the right to withdraw your consent.

When seeking to exercise your rights we may require to you provide further information to verify your identity or substantiate or clarify your request. You do not generally need to pay a fee to exercise your rights described above, however we may charge a reasonable fee (or refuse to act on our request) if your request is unfounded or excessive. If you make a request, we have one calendar month to respond to you. We will respond to any valid request within one month unless we require an extension of time (about which we will inform you).

How We Store Your Personal Data

We will securely hold your personal data and we will not trade, rent or sell it to third parties. We will take all reasonable steps to keep secure any personal data that we hold about you. Personal data may be stored both electronically on our computer system, and in hard-copy form. Firewalls, SSL encryption, passwords, anti-virus software and email filters act to protect all our electronic information. We take all necessary measures to ensure the security of hard-copy information.

Changes to This Privacy Notice

We may amend this privacy statement from time to time, and will include any updates on this page (or any replacement page accessible at this website), so please visit this page periodically to ensure that you are aware of our current privacy statement.

Contacting Us

If you have any questions, concerns or complaints regarding our processing of your personal data (including where you want to exercise any of your rights as data subject), please contact us at via the “contact us” function on our website or directly by email at

We will always welcome the opportunity to discuss with you any concern or complaint that you have regarding our processing of your personal data, but in any event you will always have the right to contact the UK Information Commissioner’s Office at: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF; helpline number: 0303 123 1113;

Marketing, Cookies and Tracking Technologies

We may send you marketing communications as described in this privacy statement or otherwise as permitted by applicable law. If you no longer wish to receive any such marketing communications you may choose to stop receiving these by clicking on a single link in the email or opting out in the case of SMS, changing your account preferences under your account when logged in, or you can contact us.

When you visit our website we use cookies (which are text files placed on your computer to collect standard internet log information and visitor behaviour information), web beacons or similar technologies in a range of ways to improve and enhance your experience on our website, including keeping you signed in, understanding how you use our website (for example, to keep track of your preferences and profile information) or in connection with the Google Customer Reviews Programme. Cookies are also used to collect general usage and volume statistical information that does not include personal information. They may further be used by third-party vendors to serve our ads to you across the internet based on your preferences or interests. This may or may not include personal data. If you wish to manage your use of cookies, you can delete, block or set your website not to accept cookies whilst browsing our website. For more information on our use of cookies and to give or withdraw your consent, please click on the “Cookie Settings” link in the banner at the bottom of our website.. However, note that removing cookies may impact the functionality of some features on our website, and impact your experience of our website generally.