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PRIVACY POLICY

At Mamas & Papas, we are committed to protecting your personal information. We have published this privacy policy to ensure that you are fully aware of what personal information we collect from you, how we use it, who we share it with and what your rights are.

This privacy policy answers the following questions – please click on the links below to take you directly to the answers to each question:


Who are we?

"We", "our" or "us" means Mamas & Papas (Retail) Limited. Our company number is 1529849. Our registered office is at Colne Bridge Road, Huddersfield, HD5 0RH. References to the Mamas & Papas group means Mamas & Papas Limited and Mamas & Papas (Holdings) Ltd. We are the controller of your personal information. This means that we are responsible for deciding how we collect, store and use personal information about you.

We have appointed a Data Protection Officer (DPO) who can be contacted at [email protected] or01484 438200 or by writing to us at the above address for the attention of our Data Protection Officer. If you have any questions about this privacy policy, please contact our Data Protection Officer.

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What information do we collect on our website and how do we use it?

When you visit our website (including our mobile version) we will collect personal information from you when you:

  • Browse our website;
  • Create an account with us;
  • Purchase vouchers or redeem vouchers;
  • Purchase products;
  • Enter any prize draws or competitions;
  • Complete surveys;
  • Comment on or review our products or services;
  • Sign up for news, offers, events and new product launches;
  • Book an appointment for a Car Seat Fitting Appointment, Parent to Be Event or a Personal Shop;
  • Contact us via the website

If you browse our website we will collect: personal information via cookies. See below for details of how we use cookies

If you create an account with us we will collect:your full name, your address, a contact telephone number and your email address. We will use this information to set up and administer your account, to keep details of your orders and to make sure the check-out process is more convenient for you.

If you purchase vouchers or redeem vouchers we will collect: your full name, your address, a delivery address, a contact telephone number, your email address and email address of the recipient (e-card only). We will use your personal information to administer your order (including dealing with any queries, issues or returns) and deliver your vouchers or make them available for collection.

If you purchase products we will collect: your full name, your address, a delivery address, a contact telephone number and your email address. We will use your personal information to administer your order (including dealing with any queries, issues, returns, payment or repairs relating to it) and deliver your products or make them available for collection.

If you enter any prize draws or competitions we will collect: your full name, your e-mail address and any other information which is requested on the entry form. We will use your personal information to enter you into and administer the prize draw or competition you have entered. This may include publishing your name and location on our winners list.

If you complete surveys we will collect: your full name, your e-mail address and the information you provide to score our services. The surveys are used by us for customer service scoring, store scoring and delivery distribution scoring.

If you comment on or review products or services: we will collect your full name, e-mail address, comments and any additional personal information that you enter in at the time of the review. We will use your review to improve our products and services and, with your permission, it will be published on our website and other social media outlets.

If you sign up (online) to receive news, offers, events and new product launches we will collect: your full name, e-mail address and any marketing preferences which you might have provided to us. We will use your personal information to send you information about these things. You can, of course, opt out of receiving these at any time and an option to unsubscribe will be given in each e-mail should you decide that you don’t want to receive these anymore. Some of our marketing will be done by profiling, which is where we tailor the information and offers we send to you. We will also review your response to ensure that the information and offers we are sending are relevant. For example, should you be particularly interested in our toys & gifts we may tailor the information we send to you to reflect this.

If you book a Car Seat Fitting Appointment, Parent to Be Event or a Personal Shop we will collect: your full name, your address, a contact telephone number, your email address, your baby’s due date or your child’s birthday and your child’s gender. We will use this to reserve your place on the Parent to Be Event or arrange the date of the Personal Shop or Car Seat Fitting Appointment and to send reminders when these appointments are due and also to provide the service you have requested. For example we need to know details of your child to provide our car seat fitting service.

If you use our ‘Contact Us’ link via the website we will collect: your full name, contact number, your email address and full address including postcode together with details of the query or issue you have raised. If you reach us via the ‘Online Dispute Resolution’ link on our website in addition to the above, we will also collect your order number. We will use your personal information to access your account if you have one and to respond to you and to investigate, consider and deal with any issue or complaint you have raised. In order to ensure that you receive our best customer service, we will retain previous conversations which we have had with you.

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Other personal information we will collect

We may use your personal information for the purposes of bringing or defending any legal proceedings or meeting any legal or compliance obligations we have. This may include the collection and use of your signature to settle any delivery disputes.

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What information do we collect when you call us by phone and how do we use it?

When you call us by phone we will collect personal information from you when you:

  • Book an appointment for a Car Seat Fitting Appointment, a Parent to Be Event or a Personal Shop
  • Purchase products;
  • Purchase vouchers or redeem vouchers over the phone;
  • Contact us for customer services assistance

If you create an account with us we will collect: your full name, your address, a contact telephone number and your email address. We will use this information to set up and administer your account, to keep details of your orders and to make sure the check-out process is more convenient for you.

If you book an appointment such as a Car Seat Fitting Appointment, a Parent to Be Event, or a Personal Shop we will collect: your full name, your address, a contact telephone number, your email address, your baby’s due date or your child’s birthday and your child’s gender. We will use this to reserve your place on the Parent to Be Event or arrange the date of the Personal Shop or Car Seat Fitting Appointment and to send reminders when these appointments are due and also to provide the service you have requested. For example we need to know details of your child to provide our car seat fitting service.

If you purchase vouchers or redeem vouchers we will collect: your full name, your address, a delivery address, a contact telephone number, your email address and email address of the recipient (e-card only). We will use your personal information to administer your order (including dealing with any queries, issues and returns) and deliver your vouchers or make them available for collection.

If you purchase products via our telephone home shopping service we will collect: your full name, your address, a delivery address, a contact telephone number and your email address. We will use your personal information to administer your order (including dealing with any queries, issues, returns, payment or repairs relating to it) and deliver your products or make them available for collection.

If you contact us via customer services for assistance, in order to access your account we will ask you to provide the following: if you are the account holder we will request your e-mail address. If you do not have your email address and it is your account, you will be asked for your surname and postcode or your account and/or deposit number. You will then be asked a series of questions to verify that you are the account holder. Where you have nominated an ‘authorised person’ on your account and they are calling for customer services assistance, the ‘authorised person’ will be asked for the account holder’s email address, surname, postcode or account or deposit number and a series of verification questions will need to be answered based on the ‘authorised person’s’ own personal information.

We will also collect: your order number together with details of the query or issue you have raised. We will use your personal information to access your account and to respond to you and to investigate, consider and deal with any issue or complaint you have raised. In order to ensure that you receive our best customer service, we will retain details of previous conversations which we have had with you.

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What information do we collect in store and how do we use it?

If you create an account in store with us we will collect: your full name, your address, a contact telephone number and your email address. We will use this information to set up and administer your account, to keep details of your orders and to make sure the check-out process is more convenient for you.

If you purchase products we will collect: your full name, your address, a delivery address, a contact telephone number and your email address. We will use your personal information to administer your order (including dealing with any queries, issues, returns, payment or repairs relating to it) and deliver your products or make them available for collection.

If you enter any prize draws or competitions we will collect: your full name, your e-mail address and any other information which is requested on the entry form. We will use your personal information to enter you into and administer the prize draw or competition you have entered. This may include publishing your name and location on our winners list.

If you purchase vouchers or redeem vouchers we will collect: your full name, your address, a delivery address, a contact telephone number, your email address and email address of the recipient (e-card only). We will use your personal information to administer your order (including dealing with any queries, issues, or returns) and deliver your vouchers or make them available for collection.

If you sign up (in store) to receive news, offers, events and new product launches we will collect: your full name, your e-mail address and any marketing preferences which you might have provided to us. We will use your personal information to send you information about these things. You can, of course, opt out of receiving these at any time and an option to unsubscribe will be given in each e-mail should you decide that you don’t want to receive these anymore. Some of our marketing will be done by profiling, which is where we tailor the information and offers we send to you. We will also review your response to ensure that the information and offers we are sending are relevant. For example, should you be particularly interested in our toys & gifts we may tailor the information we send to you to reflect this.

If you book a Car Seat Fitting Appointment, Parent to Be Event or a Personal Shop we will collect: your full name, your address, a contact telephone number, your email address, your baby’s due date or your child’s birthday and your child’s gender. We will use this to reserve your place on the Parent to Be Event or arrange the date of the Personal Shop or Car Seat Fitting Appointment and to send reminders when these appointments are due and also to provide the service you have requested. For example we need to know details of your child to provide our car seat fitting service. We sometimes film our Parent to Be Events. If you do not wish to be filmed, there will always be dedicated areas where filming does not take place. These images will be used for social media promotion, such as Facebook Live Feeds and Instagram Stories.


We operate CCTV monitoring and we may collect images of you and your children to ensure staff and customer safety and for the prevention and detection of crime. Please see our CCTV notices displayed in store for further information.

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What information do we collect at events and how do we use it?

If you create an account with us we will collect: your full name, your address, a contact telephone number and your email address. We will use this information to set up and administer your account, to keep details of your orders and to make sure the check-out process is more convenient for you.

If you sign up at events to receive news, offers, events and new product launches we will collect: your full name, your e-mail address and any marketing preferences which you might have provided to us. We will use your personal information to send you information about these things. You can, of course, opt out of receiving these at any time and an option to unsubscribe will be given in each e-mail should you decide that you don’t want to receive these anymore. Some of our marketing will be done by profiling, which is where we tailor the information and offers we send to you. We will also review your response to ensure that the information and offers we are sending are relevant. For example, should you be particularly interested in our toys & gifts we may tailor the information we send to you to reflect this.

If you enter any prize draws or competitions we will collect: your name, your e-mail address and any other information which is requested on the entry form. We will use your personal information to enter you into and administer the prize draw or competition you have entered. This may include publishing your name and location on our winners list.

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What information do we collect from third parties and how do we use it?

We may be given your personal information from Emma’s Diary or Bounty. When you create an account with either of these providers, you will be asked whether or not you would like to receive marketing information from Mamas & Papas. If you have confirmed that you would, we will create an account for you. We will use the information we have been provided to set up and administer your account, to keep details of any orders and to make sure that the check-out process is more convenient for you. We will also use your personal information to send you news, offers and information about events and new product launches. You can, of course, opt out of receiving these at any time and an option to unsubscribe will be given in each e-mail should you decide that you don’t want to receive these anymore. Some of our marketing will be done by profiling, which is where we tailor the information and offers we send to you. We will also review your response to ensure that the information and offers we are sending are relevant. For example, should you be particularly interested in our toys & gifts we may tailor the information we send to you to reflect this.

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What is our legal basis for using your personal information?

Under data protection law we must have a legal reason to use your personal information. We have set these out below.

When you create an account or purchase products from us we will use your personal information on the basis that it is necessary for the performance of our contract with you or for taking preliminary steps for that contract.

When you purchase or redeem vouchers from us we will use your personal information on the basis that it is necessary for the performance of our contract with you or for taking preliminary steps for that contract.

When you book a Car Seat Fitting Appointment, Parent to Be Event or a Personal Shop through us, we will use your personal information on the basis that these are the preliminary steps taken at your request prior to you potentially purchasing goods from us and entering into a contract.

We will process your personal information through prize draws, surveys and reviews on the basis that you have consented for us to do so. You can, of course, opt out by submitting a request to [email protected] or alternatively by using the unsubscribe link where available with our survey and marketing providers.

When you sign up for news, offers, events and new product launches we will only use your personal information on the basis that you have given us your consent. You can, of course, opt out of receiving these at any time and an option to unsubscribe will be given in each e-mail should you decide that you don’t want to receive these anymore.

If you contact us via the website or call customer services we will use your personal information on the basis that it is necessary for the performance of our contract with you where your query relates to a product or service you have bought from us. If it is in relation to something different, then our legal basis is that it is in our legitimate interests to deal with customer queries. Please contact our Data Protection Officer at [email protected] if you would like further detail about our legitimate interests.

Where we use your personal information for the purposes of meeting any legal or compliance obligations we will do this on the basis that it is necessary for compliance with a legal obligation.

Where we use it for the purpose of bringing or defending legal proceedings, our legal basis will be that it is necessary for performance of our contract with you (where it relates to a contract we have in place) or our legitimate interests. Please contact our Data Protection Officer at [email protected] if you would like further detail about our legitimate interests.

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What cookies do we use?

We use cookies on our website which collect information from you such as your browsing patterns. We may use this information to inform our marketing and future business strategies and it may therefore be shared with third parties such as our advertisers. Any information we do share will be in a statistical form and will not identify you as an individual. Full details of how we use cookies can be found in our cookie policy at https://www.mamasandpapas.com/en-gb/cookie-policy.

Where we collect personal information through cookies you have accepted on our website, the legal basis for this use is that you have given your consent to this..

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What happens if you don’t provide the information we have asked for?

If you don’t provide the personal information we need when we ask for it, we may not be able to respond to you, enter into a contract with you or meet our obligations under it. For example if you don’t give us details of a delivery address we won’t be able to deliver the items you have bought from us. Similarly we may not be able to answer a query you have raised if you don’t give us contact details. If you have any concerns about whether you need to provide the personal information please contact our Data Protection Officer at [email protected]

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Will we use your personal information for automated decision-making?

We do not use your personal information to make automated decisions about you.

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Can we change the purpose for which we use your personal information?

We will only use your personal information for the purposes set out above unless another reason that is compatible with those original purposes. If we change the purpose for which we are using your personal information and you would like an explanation as to how the new purpose is compatible with the original purpose please contact our Data Protection Officer at [email protected] If we would like to use your personal information for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do this.

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How long will we keep your personal information?

We will keep your personal information (other than that relating to marketing) in our active systems for six years to comply with the legal time frame in which to bring a claim. The personal information will then be moved to a secure deep archive where it will be stored for up to twenty three years to satisfy legal obligations relating to product recalls and child personal injury claims. Where you have consented for us to contact you for marketing purposes we will store your personal information for up to two years before asking you to re-consent to our contacting you for marketing purposes.

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Who will we share your personal information with?

We may share your personal information with trusted third parties from time to time. We will not, however, share your personal information with a third party for marketing purposes unless we have your consent to do this. We do not sell any personal information to any third party so that they can send you their marketing material.

We have set out below the third parties we may share your personal information with. If we do this, we will put in place a contract with them which controls how your personal information may be used and which requires that your personal information is treated in accordance with data protection laws:

  1. Group Companies: We may share your personal information with companies forming part of the Mamas & Papas group. The companies are Mamas & Papas Limited and Mamas & Papas (Holdings) Ltd. We share your personal information with these group companies for financial reporting purposes.
  2. Professional Advisors: We may also share your personal information with our professional advisors (including lawyers, insurers and/or insurance brokers) to take advice e.g. in connection with any complaint or claim which you make.
  3. Card Payment Processor: We may share your personal information with the company which processes our card payments to ensure that your orders are completed securely.
  4. Finance Company: If you choose to apply for credit, we will share the information collected to set up a Mamas & Papas account (full name, address, telephone number and email address) with the provider of the credit. This information will auto populate into our finance company’s portal. From that point onwards they are the controller of that information and will ask for additional information in order to undertake credit checks and process your application. They will have their own privacy policy relating to how this information is used by them.
  5. IT Suppliers: We use reputable third parties to provide us with our IT systems and support for them. They may access your personal information to the extent that they need to in order to provide their services.
  6. Website Analysis and Profiling Companies: We use reputable third parties to analyse how our website is used such as analysis of browsing or customer traffic patterns to enable us to improve our website and your experience of it. They also help us to tailor the information and offers we send to you.
  7. Merger: In the unlikely event that we sell all or part of our business, or merge with another organisation, we may transfer personal information that we have collected as described in this privacy policy, along with our other business assets, to the organisation that we are selling to or merging with.
  8. Delivery Companies: We use reputable third parties to deliver your order to you or to deliver it to store for collection.
  9. Survey and Marketing Companies: We use reputable third parties to send out and administer our surveys and send out some of our marketing like Dotmailer, Mailchimp, Survey Monkey, Text Anywhere and Feefo.
  10. Legal and Regulatory Requirements: We will share your personal information with entities, companies or individuals where this is necessary to comply with any law, rule, regulation, legal procedure.

We will only disclose such personal information to any third party as is necessary to enable them to carry out the function or purpose for which it is disclosed. For example, we will only disclose such personal information to a carrier as is necessary to enable them to deliver or collect your product.

Our legal basis for sharing your personal information with our card payment processor and finance company is that it is necessary for the performance of our contract with you or for taking preliminary steps for that contract.

Our legal basis for sharing your personal information with the other organisations set out above is that it is in our legitimate interests to do this to run our business effectively and to provide the best customer experience to you. If you would like further information about our legitimate interests then please contact our DPO (see the Contact Us section below).

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Will we transfer your personal information outside the UK/EEA?

EEA countries are all EU Member countries together with Iceland, Liechtenstein and Norway. At the present time we do not transfer your personal information outside of the EEA. Should we choose to transfer your personal information in the future, we will update this policy with our legal basis for doing so.

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How do we keep your personal information secure?

We have put in place appropriate security measures to prevent your personal information from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal information to those employees, agents, contractors and other third parties (see above) who have a business need-to-know. They are subject to a duty of confidentiality.

We have put procedures in place to deal with any suspected data security breach and will notify you and any applicable regulator of a suspected breach where we are legally required to do so.

Our security procedures mean that we may occasionally request proof of identity before we are able to disclose personal information to you.

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What rights do you have over your personal information?

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), (the UK regulator for data protection issues. See www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO and so, if you are happy to do so, please contact us in the first instance and we will try to resolve your issue.

You also have a number of other rights over your personal information, which are:

  1. the right to ask us what personal information we have about you and to have a copy of your personal information from us;
  2. the right to ask us to correct any errors in your personal information;
  3. the right to object to our legitimate interests and our profiling activities where these are based on our legitimate interests;
  4. the right to object to us sending you marketing communications;
  5. the right to ask us to provide you with a copy of the personal information you have provided to us, in a structured, commonly used and machine-readable format and the right to transmit that personal information to another entity where: (i) we are using your personal information on the basis of your consent or on the basis that it is necessary to perform a contract with you; and (ii) the use we are making of your personal information is carried out by automated means;
  6. • the right to ask us to delete your personal information where: (i) we don’t need your personal information anymore; (ii) you withdraw your consent to our use of your personal information and we have no other legal basis to keep your personal information; (iii) you have asked us to review and explain our legitimate interests to you and we don’t actually have a valid legitimate interest to do what we are doing; (iv) our use of your personal information is illegal; (v) we have to delete your personal information to comply with our legal obligations;
  7. the right to ask us to restrict the use that we are making of your personal information where: (i) you don’t think the personal information we have about you is correct, so that we can check if it is correct; (ii) what we are doing with your personal information is illegal but you would rather we stop using your personal information rather than delete it; (iii) we don’t need your personal information anymore, but you need us to keep it so that you can exercise any legal rights; and (iv) you have asked us to review and explain our legitimate interests to you, so that we can check whether we actually have a valid legitimate interest to do what we are doing;
  8. The right to ask us to transfer your personal information in certain circumstances; and
  9. where our use of your personal information is based on your consent, the right to withdraw your consent at any time by contacting us at: [email protected] or 01484 438200 or Mamas & Papas (Retail) Limited, Colne Bridge Road, Huddersfield, HD5 0RH, UK.

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Does this privacy policy cover websites you link to from this website?

Links within our website to other websites, such as Facebook and LinkedIn, are not covered by this privacy policy. You should review the privacy information on those other websites to find out how they may use your personal information.

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How will you tell me about changes to your privacy policy?

We keep our privacy policy under regular review. Any changes we make to our privacy policy in the future will be posted on this page and if the changes will have an effect on you or the way we use your personal information we will bring them to your attention by email where appropriate. Please check back frequently to see any updates or changes to our privacy policy. This privacy policy was last updated May 2018.

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How you can contact us

If you have any questions about this privacy policy or about the ways we use your personal information, please contact our Data Protection Officer at [email protected] or 01484 438200 or Mamas & Papas (Retail) Limited, Colne Bridge Road, Huddersfield, HD5 0RH, UK.

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