Privacy policy

Last Updated: September 2026

1. Introduction

Welcome to the Privacy Policy of Aurora World Ltd.

We respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, store, share and protect your personal information when you visit our website, purchase products, create an account, subscribe to marketing communications, contact our customer services team, or otherwise interact with us.

This Privacy Policy has been prepared in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and other applicable data protection laws.

Our website is intended for adults purchasing products for themselves, their families or others. We do not knowingly collect personal information directly from children.

2. Data Controller

Aurora World Ltd is the controller responsible for your personal information.

Contact Details

Aurora World Ltd
Aurora House
Hampshire International Business Park
Crockford Lane
Basingstoke
RG24 8WH
United Kingdom

Tel: +44 (0)1256 374260

Email: info@auroraworld.co.uk

Company Registration Number: 03315056
VAT Registration Number: GB686721889

Privacy Contact

If you have any questions regarding this Privacy Policy or wish to exercise your privacy rights, please contact: eshop@auroraworld.co.uk

3. Aurora Group Companies

Aurora World Ltd forms part of the global Aurora World group of companies, a worldwide organisation involved in the design, manufacture, distribution and sale of plush toys, gift products and licensed merchandise. Aurora World operates internationally, including businesses and operations in the United Kingdom, South Korea, Hong Kong and the United States.

Where necessary for legitimate business purposes, we may share personal information within the Aurora group of companies, including for:

  • customer service and relationship management;
  • order fulfilment;
  • inventory and supply chain administration;
  • manufacturing operations;
  • global distribution management;
  • financial reporting and accounting;
  • product quality and safety management;
  • legal and regulatory compliance;
  • fraud prevention and security;
  • information technology services;
  • business analytics and reporting;
  • licensing and brand management.

We only share personal information where there is a lawful basis for doing so and where appropriate safeguards are in place.

4. Personal Information We Collect

We may collect and process the following categories of personal information.

Identity Data

  • name;
  • title;
  • username;
  • account credentials.

Contact Data

  • email address;
  • telephone number;
  • billing address;
  • delivery address.

Transaction Data

  • products purchased;
  • order history;
  • delivery details;
  • refund records;
  • return information;
  • payment status.

Financial Data

Information required to process and verify payments. Payment card details are processed securely by authorised payment providers and are not generally stored by Aurora World.

Technical Data

  • IP address;
  • browser type and version;
  • operating system;
  • device identifiers;
  • website interaction information;
  • security and diagnostic information.

Marketing Data

  • newsletter subscriptions;
  • marketing preferences;
  • communication preferences.

Customer Service Data

  • enquiries;
  • complaints;
  • correspondence records;
  • product feedback.

5. How We Collect Information

We collect information through:

Direct Interactions

Information you provide when you:

  • place an order;
  • create an account;
  • subscribe to newsletters;
  • participate in promotions or competitions;
  • contact customer services;
  • submit feedback.

Automated Technologies

When you use our website, we may automatically collect technical information regarding your device, browser and usage activity.

Third Parties

We may receive information from:

  • ecommerce and technology providers;
  • payment providers;
  • delivery companies;
  • analytics providers;
  • advertising providers;
  • fraud prevention providers;
  • publicly available sources;
  • other Aurora group companies.

6. How We Use Personal Information

We use personal information to:

Fulfil Orders

  • process purchases;
  • accept payments;
  • deliver products;
  • manage returns and refunds.

Manage Customer Relationships

  • administer customer accounts;
  • respond to enquiries;
  • provide support services.

Operate and Improve Our Business

  • maintain records;
  • improve products and services;
  • analyse website performance;
  • improve customer experience.

Protect Our Business

  • prevent fraud;
  • investigate misuse;
  • maintain website security.

Provide Marketing Communications

  • deliver newsletters;
  • send promotions;
  • measure campaign effectiveness.

7. Lawful Bases for Processing

We process personal information only where permitted by law.

Contract

Where processing is necessary to perform a contract with you. Examples include:

  • processing purchases;
  • managing payments;
  • arranging deliveries;
  • handling refunds.

Legal Obligation

Where processing is necessary to comply with legal obligations. Examples include:

  • accounting requirements;
  • taxation obligations;
  • consumer protection obligations.

Legitimate Interests

Where processing is necessary for legitimate business interests. Examples include:

  • customer support;
  • website security;
  • business administration;
  • fraud prevention;
  • supply chain management;
  • group-wide operational reporting;
  • product and service improvements.

Consent

Where required by law, we rely on consent. Examples include:

  • email marketing;
  • promotional communications;
  • certain online tracking technologies.

You may withdraw consent at any time.

8. International Transfers

Because Aurora World operates internationally and uses global service providers, personal information may be transferred outside the United Kingdom. This may include transfers to:

  • Aurora Group companies located in South Korea, Hong Kong and the United States;
  • ecommerce and technology service providers;
  • cloud hosting providers;
  • payment processing providers;
  • logistics and fulfilment providers.

Whenever personal information is transferred internationally, we implement appropriate safeguards, including:

  • UK International Data Transfer Agreements (IDTA);
  • Standard Contractual Clauses (SCCs);
  • adequacy regulations recognised under UK law; or
  • other lawful safeguards permitted by applicable legislation.

These safeguards are intended to ensure that personal information receives a level of protection equivalent to that required under UK GDPR.

9. Sharing Personal Information

We may share personal information with:

Aurora Group Companies

For internal business administration and operational purposes.

Ecommerce and Technology Providers

Including website platforms, hosting providers and IT support providers.

Payment Providers

For payment processing and fraud prevention.

Delivery Partners

For shipping and fulfilment services.

Marketing and Analytics Providers

For website analytics, advertising and performance measurement.

Professional Advisers

Including:

  • legal advisers;
  • auditors;
  • insurers;
  • compliance advisers.

Regulatory Authorities

Where required by law.

10. Data Security

We maintain appropriate technical and organisational measures designed to protect personal information against:

  • unauthorised access;
  • accidental loss;
  • misuse;
  • disclosure;
  • alteration;
  • destruction.

Access to personal information is restricted to authorised personnel and service providers who have a legitimate business need to know.

11. Data Retention

We retain personal information only for as long as necessary.

Customer Orders

Typically up to seven years where required for accounting, legal and taxation purposes.

Customer Accounts

Until account closure or prolonged inactivity.

Customer Service Records

Typically up to three years following the last interaction.

Marketing Preferences

Until consent is withdrawn or the information is no longer required.

Where legally required, information may be retained for longer periods.

12. Automated Decision Making

We do not make decisions based solely on automated processing that produce legal effects or similarly significant effects on individuals.

13. Your Rights

Subject to applicable law, you may have the right to:

  • access your personal information;
  • correct inaccurate information;
  • request deletion of information;
  • restrict processing;
  • object to processing;
  • receive a portable copy of your information;
  • withdraw consent where processing relies on consent.

Requests may be submitted through our GDPR Privacy Requests page or by contacting us directly at: eshop@auroraworld.co.uk

14. European Union Customers

Aurora World provides products and delivery services to customers located within the European Union.

Where Aurora World Ltd is required to appoint an EU Representative under applicable European data protection laws, details of that representative will be published in this Privacy Policy.

Customers located within the European Union may contact Aurora World Ltd directly regarding any privacy-related request.

15. Cookies

Our use of cookies and similar technologies is explained in our separate Cookie Policy.

You can manage your cookie preferences at any time through the cookie management tools available on our website.

16. Complaints

If you are unhappy with how we process your personal information, you have the right to lodge a complaint with the Information Commissioner's Office (ICO).

Website: https://ico.org.uk

We would appreciate the opportunity to address your concerns before you contact the ICO.

17. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in law, technology, our business operations or our data processing practices.

Any updates will be published on this page together with a revised “Last Updated” date.