Cookies Policy

Our website uses cookies and equivalent technologies such as tags and pixels to collect information and to distinguish you from other users of our website. This helps us to provide you with the best possible experience when you browse our website and also allows us to improve our site. To provide you with the most enhanced browsing or shopping experience and make full use of our website, cookies will need to be accepted on your computer, tablet or mobile device. By continuing to browse our website, you are agreeing to our use of cookies as described in this Policy. Some of these cookies are required in order for you to be able to use the website. Others are optional and you can revoke your consent to these in the manner described below.

A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer or other mobile or handheld device. Cookies contain information that is transferred to your computer’s hard drive. They are used to recall when your computer or other device accessed the website. The cookies are essential to the operation of our website and enable you to shop online with us.

We use two types of cookies and equivalent technologies: persistent cookies and session cookies. A persistent cookie helps us identify you as a previous web visitor, so it is easier to interact with you and help you shopping. Session cookies only last for as long as the session (usually the current visit to our website).

What information is collected?

Some cookies and equivalent technologies gather information about browsing and purchasing practices of persons who access this website via the same computer, mobile or handheld device. They gather information such as products purchased, pages viewed and the customer journey as it navigates the website. Our cookies and equivalent technologies do not store or record confidential information such as your name, address or payment information. They simply hold the ‘key’ that once you visit our site, is associated with this information. We do use encrypted information gathered from cookies and equivalent technologies to improve the experience of our customers on our website. For example cookies and equivalent technologies help us to monitor the customer journey to identify and resolve errors. Our customer service team and partners also use cookies and equivalent technologies to assist with troubleshooting and to provide you with support as you seek to use our website and make online purchases.

Some cookies we use are known as first party cookies and have been created and deployed to assist us in providing you services. We also use third party cookies which have been developed and are operated by other companies.

Cookies and equivalent technologies we use:

We use the following types of cookies and equivalent technologies on our website:

Strictly necessary cookies and equivalent technologies: These do not require your consent and are required for the operation of our website. They include, for example, cookies that enable you to at items to your Wishlist for later viewing.

Analytical and Performance cookies and equivalent technologies: They allow us to recognize and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily. These also allow us to track the customer journey and identify and resolve any issues. Some of these are provided and operated by third party service providers whose details are set out below.

Functionality cookies and equivalent technologies: These are used to recognize you when you return to our website. This enables us to personalize our content for you, greet you by name and remember your preferences (for example, your choice of language or region). Some of these are provided and operated by third party service providers whose details are set out below.

Targeting cookies. These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose who process this on our behalf. Some of these are provided and operated by third party service providers whose details are set out below.

Third party cookies

Please see below a list of third-party cookies equivalent technologies and on our website. We may change these from time to time and will do our best to keep this list updated periodically:


Our sites use Google Analytics, a web analysis tool provided by Google Inc. (‘Google’). Google Analytics collects first-party cookies, data related to the device/browser, a portion of IP address and on-site activities to measure and report statistics about user interactions on our websites. Identifiers such as cookies are used to measure user interactions with our website, while IP addresses are used to provide and protect the security of the service, and to give us a sense of where in the world their users come from. This information (including a portion of your IP address) is sent to Google’s servers in the USA where it’s used to prepare analysis and reports for us on the use and effectiveness of our websites. Google may also transfer this information to third parties where required or permitted by law, or where such third parties process the information on Google’s behalf. We follow best practices to ensure Personally Identifiable Information is not sent to Google Analytics. Visit Google Support to learn more about Google Analytics, including browser tools to prevent this tracking.


The Facebook pixel is an analytics tool that consists of a code that we put on our website. The pixel enables us to track site visitors so we can target these site visitors with relevant Facebook ads in the future. It also helps us identify repeat visitors to our site when they return and understand if a Facebook user who saw an ad on Facebook then visited or made a purchase on our site. You can manage this pixel in your browser settings.

We advertise on Facebook. Facebook uses cookies to identify what advertisements you interact with. Facebook uses its own tracking cookies for this and more information about this can be found on its website.

Why do we collect it?

Some examples of the benefits of our cookies and equivalent technologies:

Cookies and equivalent technologies are used to remember your settings next time you visit our site, which will save you time when signing in and prevent you having to provide the same information over again;

Cookies and equivalent technologies allow us to understand and analyze data to improve the quality of our website, for example, when we see that a particular toy has an increasing number of views we can make it more prominent on our website;

We use cookies and equivalent technologies to provide improved customer service support. If you ‘Contact Us’, we will be able to trace your journey on our website to see where you have experienced difficulties. We will then try to resolve these for you and will update the website to prevent similar problems for other customers;

Cookies and equivalent technologies enable features such as YouTube and rich content and customer reviews to work better;

Cookies may allow us to know your location so that we can automatically suggest your nearest store.

Managing cookies

If you’re not satisfied with the way that we use cookies then you could choose to:

Disable cookies on your computer or device

Delete our cookies after you’ve visited our website

Use your browser’s anonymous setting. This is called ‘Incognito’ in Chrome, ‘InPrivate’ for Internet Explorer, ‘Private Browsing’ in Firefox and Safari.

For further information about how you can manage cookies, please visit