Melissa & Doug Privacy Notice

Effective Date: May 21, 2025 

This Privacy Notice describes how Melissa & Doug, LLC ("Melissa & Doug," "we," "our," "us") may collect, use, or disclose personal information, including through its websites that link to this Privacy Notice (the “Notice”), such as www.MelissaAndDoug.com, (the "Sites"), and offline means, such as information collected at in-store locations (together, the "Services").

This Notice does not apply to other online services that we control and maintain, but do not link to this Notice. We may provide you additional privacy notices, which supplement this Notice.

As used in this Notice, the term “personal information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with you. Personal information does not include information that is publicly available, deidentified, or aggregated. 

Additional Information for California Residents

Table of Contents

1. Collection of Personal Information
2. Cookies and Other Tracking Technologies
3. Use of Personal Information
4. Disclosure of Personal Information
5. Interactive Features and Links 
6. Sweepstakes, Contests, and Promotions 
7. Data Security 
8. Your Choices
9. Data Retention
10. Children's Privacy
11. Additional Information for California Residents
12. Additional Information for Residents of Other U.S. States
13. Information for Users Outside the United States
14. Updates to This Notice
15. Contact Us

1. Collection of Personal Information 

We may obtain personal information from the following sources:

• Directly from you. For example, when you visit our Site, make an online purchase through our Site, contact us, sign up for email or text communications, register and create an account, submit a form, enter promotions and sweepstakes, contact customer service, participate in surveys and quizzes, submit a product idea or review, upload content such as photographs and comments to our Site or to any of our social media sites (“Social Media”), enroll in our Play Perks loyalty program, register a product through our Site,  click-through or engage with Melissa & Doug content which is displayed on a third-party platform, or otherwise interact with us.
• Through tracking technology vendors. For example, via cookies and other tracking technologies (see Section 2 entitled "Cookies and Other Tracking Technologies" for more information).
• From other parties. For example, our vendors and partners. We may also obtain your personal information from other consumers such as when they refer you to sign up to our loyalty program or ship you a gift.

Below are the categories of personal information we collect. Note that the personal information we collect about you may vary depending on the nature of your interactions with us and may not include all of the examples listed below.

• Identifiers. This includes name, nickname, address, account login credentials, email address, social media handles, and other similar identifiers. 
• Personal Records. This includes telephone number and financial information. Your payment card information is processed through our service providers.
• Commercial Information. This includes purchase history or tendencies.
• Internet or Other Electronic Network Activity Information. This includes browsing history, search history, IP address, device identifiers, and information regarding online interactions, including interactions over time across the internet.
• Geolocation Data. This includes approximate location, which may be based on your ZIP Code, IP address, or device information.
• Audio, electronic, visual, or similar information. This includes photos and videos you submit, audio recordings of customer service calls, and CCTV footage from our stores.
• Inferences. We may draw inferences from the personal information we process to create a profile about you reflecting your preferences and interests.

Melissa & Doug may combine information about you that we have collected with information we obtain from other parties in accordance with this Notice.

2. Cookies and Other Tracking Technologies

We and our vendors may use a variety of tracking technologies, including cookies, beacons, pixels, SDKs, and tags (“cookies”) that collect certain information when you interact with the Sites. Depending on your device and browser settings, these cookies may collect your IP address, device identifiers, the pages you click on, and the website you visited immediately beforehand. Additionally, these cookies may collect details about how you interact with the Sites.

We may use cookies for various purposes, including to recognize your device, provide functionality on the Sites, preserve the contents of your shopping cart between your visits, help us route traffic between servers, understand how the Sites are performing, understand how visitors use the Sites, improve features and content on the Sites, and for advertising purposes. We may combine certain information collected through cookies with other information we obtain about you, which may include information we obtain from our vendors. We or other parties may collect personal information about your online activities over time when you use the Sites.

Cookies we use may include, but are not limited to:

• Google Analytics. For more information on how Google Analytics uses data, click here.  To opt out of Google Analytics cookies, visit www.google.com/settings/ads  and tools.google.com/dlpage/gaoptout.
  
• Meta. Meta may use cookies, web beacons, and other storage technologies, including the Meta Pixel, to collect or receive information from the Sites and elsewhere on the Internet and use that information to provide measurement services, target and deliver ads.
• Facebook Custom Audiences. You may opt out of Facebook Custom Audiences by logging into your Facebook account and changing your privacy or advertising settings as per Facebook's opt out instructions. Please note that we do not control how other parties manage their opt-out processes.
  
• YouTube.  For more information on how YouTube uses data, click here. 
  

Certain advertising tracking technology vendors may participate in the Digital Advertising Alliance ("DAA") AdChoices Program and may display an Advertising Option Icon for Interest-based Ads that links to an opt-out tool which allows you to exercise certain choices regarding targeting. You can learn more about the DAA AdChoices Program here. In addition, certain advertising networks and exchanges may participate in the Network Advertising Initiative ("NAI"). NAI has developed a tool that allows consumers to opt out of certain interest-based ads delivered by NAI members' ad networks. To learn more about opting out of such targeted advertising or to use the NAI tool, see here. Please be aware that, even if you are able to opt out of certain kinds of interest-based ads, you will continue to receive non-targeted ads.

We are not responsible for the effectiveness of, or compliance with, external-parties' opt-out options or programs or the accuracy of their statements regarding their programs.

You may be able to adjust your browser settings to remove or reject cookies. Some browsers may have a "Do Not Track" setting. Please note that the Sites are not designed to respond to "Do Not Track" settings.

Please note that certain parts of the Sites may not function as intended if you opt out of cookies. 

3. Use of Personal Information

We may use your personal information for various purposes, depending on your interactions with us, including:

• To provide services you request or at your direction, including operating and maintaining our online and offline goods and services.
• To respond to your inquiries and improve our customer service.
• Improving our services, including personalizing your online experience, identifying and repairing issues, and improving, upgrading, and enhancing our products and services.
• For quality, safety, and internal research, including evaluating our services; repairing or improving the quality of our services; tracking and responding to quality and security issues; and developing new or enhanced products and services offerings.
• For advertising and marketing, including measuring the effectiveness of our advertising and marketing, and uncovering insights to improve our marketing.
• To communicate with you about our products, services, offers and promotions, news and events that may be of interest to you.
• To administer reward and/or loyalty programs and promotions.
• To present you with opportunities to complete a survey or questionnaire about our company or our products.
• For security and integrity, including detecting security incidents and protecting against malicious, deceptive, or illegal activity, enforcing our policies and terms, protecting our rights, and generally providing you with a secure experience.
• For compliance, including complying with applicable laws, regulations, or legal processes.

We reserve the right to convert, or permit others to convert, your personal information into deidentified, anonymized, or aggregated data, as permitted by law.

4. Disclosure of Personal Information

We may disclose each of the categories of personal information identified above to the below categories of recipients for operational or business purposes consistent with our purposes for collection or use.

A. Our Corporate Affiliates

We may disclose information we collect about you to our corporate affiliates for the business purposes detailed in this Notice.  

B. Strategic Partners

From time to time, we may enter into a special relationship with another company that is not owned by or affiliated with us to provide additional features on the Services. These special relationships may include business partners, sponsors, and co-branded sites (referred to here as co-branded pages). Any information, including personal information, that you provide on one of these co-branded pages, may be collected, used and disclosed by us to these partners. By participating in activities or providing your information on these co-branded pages, you consent to our providing your information to those partners. Separate privacy policies may apply to these uses of your personal information. You will be informed when there is a co-branded page so that you can review the relevant privacy policies that apply.

C. Vendors

We may use vendors to help us operate our business and the Services, or to perform services on our behalf, such as: sending emails, serving advertisements, administering our loyalty program, order fulfillment, processing payments, sweepstake administration, helping you locate the nearest store to you, Services maintenance, collecting and analyzing data, customer service, and detecting and deterring fraud or other illegal activities. 

D. Other Disclosures

Your personal information may also be disclosed:

• As required and/or permitted by applicable laws;
• In the event we sell or transfer all or a portion of our business assets (e.g., a merger, reorganization, liquidation, or any other business transaction), including negotiations of such transactions, in accordance with applicable laws;
• Where we determine that disclosure of specific information is necessary to comply with the request of a law enforcement or regulatory agency or other legal process; or
• To enforce our policies, or to investigate, prevent and take action regarding illegal activities, suspected fraud, to protect legal rights, propriety, or safety; or
• When necessary to protect our affiliated companies, our employees, our customers, or others.

5. Interactive Features and Links

We may engage vendors to provide certain interactive features on our Sites. Your use of these interactive features is voluntary, and we may retain the information that you submit through these features. Certain interactive features may allow you to share content to your social media profile or submit content to us such as product reviews, photographs, and videos. We may also enable access to, or display of, content served and published by other parties. Additionally, we may link to other online services that we do not maintain or control.

When submitting information through an interactive feature provided by a vendor, or when visiting another online service, you are subject to that vendor's terms of use and privacy notice. You should review those privacy notices to understand how these parties may use or disclose your personal information. We are not responsible for the content or privacy practices of any linked websites that we do not control. This Notice does not apply to online services that we do not control or maintain.

6. Sweepstakes, Contests, and Promotions 

We may operate sweepstakes, contests, raffles, and similar promotions (each, a “promotion”), including promotions that are jointly sponsored or offered by other parties. Participating in a promotion may require submitting personal information. If you choose to participate in a promotion, your personal information may be disclosed to these parties as described in the terms applicable to that promotion.

7. Data Security

We strive to maintain appropriate administrative, technical, and physical safeguards that are designed to help protect personal information collected or received through the Services, taking into account the volume, sensitivity, intended use, and format of the personal information. We limit access to your personal information to our employees who we reasonably believe need to come into contact with that information to provide products or services to you or in order to do their jobs.

Although we follow reasonable procedures to safeguard information, transmission via the Internet is not completely secure and we cannot guarantee the security of your information submitted online.

8. Your Choices

A. Account Information

You may update certain personal information by logging into your account and accessing your account dashboard. To update your email address, please call us at 1-800-284-3948 or contact us via one of the methods here.

B. Email or Text Message Marketing

If you signed up to our email marketing communications you may opt out at any time by clicking the unsubscribe link in the body of the emails. Note that regardless of your email marketing preferences, we may still send you transactional emails about your account or other required communications such as a product recall notification.

If you sign up for our text messaging program, cookies may be used to personalize your experience (e.g. send you personalized text messages such as shopping cart reminders).

To learn more about our text message program see here. 

9. Data Retention

We keep your personal information for as long as is necessary for the purposes described in this Notice, which generally means holding the personal information for as long as one of the following apply:

• Your personal information is reasonably necessary to manage our operations, to manage your relationship with us, or to satisfy another purpose for which we collected the personal information;
• Your personal information is reasonably necessary to carry out a disclosed purpose that is reasonably compatible with the context in which the personal information was collected; or
• We are otherwise required or permitted to keep your personal information by applicable laws or regulations.

Where personal information is used for more than one purpose, we will retain it until the purpose with the latest period expires. 

10. Children's Privacy

Our Sites and Social Media are directed to parents and to individuals over the age of 18 who shop for and purchase our products. Our Services are not intended for children under 13. If we learn that we have received information directly from a child who is under the age of 13, we will delete the information in accordance with applicable law.

11. Additional Information for California Residents

This section supplements the other parts of our Notice and provides additional disclosures for California residents.

A. Sales and Sharing of Personal Information

We may sell and/or share with third parties for cross-context behavioral advertising the following categories of personal information:

• Identifiers;
• Internet or other electronic network activity information; and
• Geolocation data.

We sell and/or share this personal information to third-party advertisers and some analytics vendors. The purposes for which we sell and/or share this information include: showing you relevant ads while you browse the internet or use social media, marketing, certain types of analytics, or similar purposes. We do not have actual knowledge that we sell or share the personal information of consumers under 16 years of age.

We offer you the ability to opt out of sales and sharing of your personal information as set forth below.

B. California Privacy Rights

California residents have certain rights relating to their personal information as described below. To exercise any of these rights, please submit a request through our webform or by calling us at 1-800-284-3948. Please note that we will need to authenticate your identity before your request can be processed. For authentication, you will be asked to verify your identity in accordance with the law.

We will not discriminate against you for choosing to exercise any of your privacy rights.

Right to Know. You have the right to know what personal information we have collected about you, which includes:

• The categories of sources from which the personal information was collected.
• Our business or commercial purposes for collecting, selling, sharing, or disclosing personal information.
• The categories of recipients to which we disclose personal information.
• The categories of personal information that we sold, and for each category identified, the categories of third parties to which we sold that particular category of personal information.
• The categories of personal information that we disclosed for a business purpose, and for each category identified, the categories of recipients to which we disclosed that particular category of personal information.
  

You also have the right to request the specific pieces of personal information we have collected about you.

Right to Delete. You have the right to request that we delete personal information we collected from you, subject to certain exceptions.

Right to Correct. If you believe that personal information we maintain about you is inaccurate, you have the right to request that we correct that information.

Right to Opt Out of Sales and Sharing. You have the right to opt out of the sale of your personal information, and to request that we do not share your personal information for cross-context behavioral advertising. To opt-out, please click the “Do Not Sell or Share My Personal Information” link in the footer of our Sites. You may also exercise your right to opt out of sales and sharing via an opt out preference signal. If you choose to use the GPC browser signal you will need to turn it on for each browser you use.

California's "Shine the Light" Law. California's "Shine the Light" law permits California residents to request information regarding our disclosure of certain personal information to third parties for their own direct marketing purposes. If you are a California resident, you may request information about our compliance with the Shine the Light law by contacting us at care@MelissaAndDoug.com, by calling 1-800-284-3948, or by mailing a request to 10 Westport Road, Lobby A Floor 2, Wilton, CT. 06897 Attn: Legal Department. Any such email request must include "California Shine the Light Request" in the first line of the description and include your name, street address, city, state, and ZIP code. Please note that we are only required to respond to one request per customer each calendar year.

California Minors. Although our online service(s) are intended for an audience over the age of majority, any California residents under the age of 18 who have registered to use our Services, and who posted content or information on the Site, can request removal by contacting us at care@MelissaAndDoug.com detailing where the content or information is posted and attesting that you posted it. We will then make reasonably good faith efforts to remove the post from prospective public view or anonymize it, so the minor cannot be individually identified to the extent required by applicable law. This removal process cannot ensure complete or comprehensive removal. For instance, third parties may have republished or archived content by search engines and others that we do not control.

California Notice of Financial Incentive

This Notice of Financial Incentive applies to the Melissa & Doug Play Perks loyalty program ("Play Perks"). For financial incentive disclosures specific to any other promotion, please see that promotion's terms. We reserve the right to terminate Play Perks or any other offers at any time in our sole discretion.

Our Play Perks loyalty program provides you with discounts on eligible products and the opportunity to earn points that provide discounts on participating items when you shop.  

Value of Consumer Data

The financial incentives that we offer are reasonably related to the value of the consumer's data. We have made a good faith estimate of the value of consumers' data based on relevant expenses related to the collection and retention of consumers' personal information as part of Play Perks.

Withdrawal from the Program

You have the right to withdraw from Play Perks at any time. You may withdraw from Play Perks by emailing care@melissaanddoug.com. 

12. Additional Information for Residents of Other U.S. States 

This section supplements the other parts of our Notice and provides additional information for residents of certain U.S. states other than California. If you are a resident of California, please review our California-specific disclosures, above.

A. Sales and Targeted Advertising

We may sell the following categories of your personal information for targeted advertising and certain analytics services:

• Identifiers;
• Internet or other electronic network activity information; and
• Geolocation data.

We sell this personal information to third-party advertisers and some analytics vendors. The purposes for which we sell this information include: showing you relevant ads while you browse the internet or use social media, marketing, certain types of analytics, or similar purposes.

We offer you the ability to opt out of sales and targeted advertising as set forth below.

B. Privacy Rights

Residents of certain U.S. states other than California may have certain rights relating to your personal information as described below. To exercise any of these rights, please submit a request here. Please note that we will need to authenticate your identity before your request can be processed. For authentication, you will be asked to verify your identity in accordance with the law.

We will not discriminate against you for choosing to exercise any of your privacy rights.

1. Right to Confirm, Know, or Access. You may request that we confirm whether we are processing your personal information, access your personal information, and obtain a copy of the personal information you provided to us in a portable format.

2. Right to Correct. You may request that we correct inaccuracies in your personal information, taking into account the nature of the personal information and our purposes for processing it.

3. Right to Delete. You may request that we delete your personal information. Please note that we may retain certain personal information as permitted by applicable law.

4. Right to Opt Out. You may opt out of the sale of your personal information, and the use of your personal information for targeted advertising. To opt-out, please click the “Do Not Sell or Share my Personal Information” link in the footer of our Sites. You may also exercise your right to opt out of sales and targeted advertising via an opt out preference signal. If you choose to use the Global Privacy Control (GPC) browser signal you will need to turn it on for each browser you use.

5. Right to Appeal. If you are unsatisfied with the resolution or result of a prior request, you may submit an appeal through our webform.

Delaware residents may also request a list of the categories of third parties to which we have disclosed your personal information. Oregon residents may also request a list of third parties to which we disclose personal information.

Please note that if you make a privacy rights request, we will retain the personal information submitted in connection with your request for recordkeeping purposes.

Authorized Agents. Depending on your state of residency, you may have the right to designate an authorized agent to make certain privacy rights requests on your behalf.

Colorado Loyalty Program

The purpose of this section is to notify Colorado consumers of how we use personal information in connection with your participation in our Melissa & Doug Play Perks loyalty program. Participation in our loyalty program is voluntary. Why we collect, how we collect, how we disclose, and how we protect your personal information is further described in this Notice. Our loyalty program is valuable to us as it helps us to understand what matters to you, our customer.

We may disclose your personal information to third parties in conjunction with our loyalty program. Our processing of your personal information provides you with the opportunity to earn rewards points that provide discounts on qualifying purchases. The Play Perks program is subject to termination at any time at our sole discretion. You have the right to delete your personal information associated with your Play Perks account; however, if you delete your personal information, we will be unable to link your rewards to your account, and therefore you will be unable to receive benefits from the program.

We may sell or process for targeted advertising, the following categories of personal information in connection with your enrollment in our loyalty programs: identifiers, personal records, commercial information, internet or other electronic network activity information, characteristics or traits, and inferences.

The following categories of third parties may receive personal information in connection with our loyalty program: third-party advertisers and some analytics vendors.

13. Information for Users Outside the United States 

If you are visiting the Sites from outside the United States, please be aware that personal information we and our vendors obtain about you will be processed in the United States. By using the Sites, you acknowledge your personal information may be transferred to, and processed in, jurisdictions outside your own, as described in this Notice. Please be aware that the data protection laws and regulations that apply to your personal information transferred to the United States or other countries may be different from the laws in your country of residence.

14. Updates to This Notice 

We reserve the right to make changes to this Notice. Whenever we decide to update this Notice, notice of the change will be indicated by the Effective Date at the top of this Notice. These changes will take effect immediately upon posting. By continuing to use the Services following such changes, you will be deemed to have agreed to such changes. If you do not agree to the changes in our Notice, it is your responsibility to stop using our Services. It is your obligation to ensure that you read, understand and agree to the latest version of the Notice.

15. Contact Us

The controller of your personal information is Melissa & Doug, LLC.
You may contact us by:

• Calling us Mon - Fri 9AM-5PM ET at 1-800-284-3948
• You can also contact us via email at care@MelissaAndDoug.com 
• You may update or change your shipping or billing information by signing into your account at www.melissaanddoug.com.