Privacy Policy

About Our Privacy Policy

Hello! Welcome to the SAGO SAGO Privacy Policy.

Sago Sago Toys Inc., a company doing business under the name Piknik™ and Sago Mini™, (“Sago Sago” “we” and “us”), a Spin Master Ltd. subsidiary, is committed to protecting your privacy. While our apps are designed for young kids and parents, our websites sagomini.com and playpiknik.com (the "Site" or "Site(s)”) are intended for adult use only. We take privacy seriously at Sago Sago and this policy is designed to share the information we collect and how we use it. This Privacy Policy applies to the Sites as well as SAGO MINI WORLD, SAGO MINI SCHOOL, SAGO MINI FIRST WORDS, TOCA BOCA JR, and PIKNIK digital subscription programs and which are part of the services (“Services”) that Sago Sago offers.

This Privacy Policy is also part of the Terms of Use that explain your rights and responsibilities, as well as those of Sago Sago, when using our Services and Sites.

If you don’t agree with this Privacy Policy or the Terms of Use, you should not use these Sites or Services.

Sago Mini App Series (First Words, School, World) is certified by the kidSAFE Seal Program.

COPPA Safe Harbor Certification

The Sago Mini and Toca Boca Apps listed below are COPPA certified by the kidSAFE Seal Program. The kidSAFE Seal Program is a popular safety certification service and seal-of-approval program designed exclusively for children-friendly websites, mobile apps, and connected technologies. kidSAFE is also an FTC-Approved COPPA Safe Harbor program. Click on the seal or go to www.kidsafeseal.com for more information.

Piknik Family of Apps (Sago Mini World, School, First Words, Toca Boca Jr, Toca Boca Jr Hair Salon 4)

How does Sago Sago Collect Personal Data from You?

We collect personal data from the following sources:

  • Websites includes any websites operated by or for Sago Sago, including sites that we operate under our own domains/URLs and mini-sites that we run on third-party social networks such as Facebook.
  • Mobile games/apps includes mobile games or applications operated by us.
  • E-mail and other electronic messages includes electronic communications between you and us.
  • Customer Service includes calls or emails with our Customer Service.
  • Online registration forms subscriptions to our newsletters and marketing emails.
  • Research activities in which you and/or your children may participate, both in person and online.

Information We Collect

Personal data is any information about a person from which that person can be identified. We may collect, use, store and transfer different kinds of personal data about you. Below you can find a more detailed description of what personal data we collect, for what purposes and which legal ground we rely on when processing your personal data.

Information We Collect for Your Account

We collect the following information when you create or log in to an account and/or subscribe to our Services

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing

When you register for an account for one of the Services



When you make a purchase we process the following information in order to fulfill our contract with you

Our performance of a contract



Our performance of a contract
● Password
● Phone Number
● Email Address
● Single Sign On
● CRM ID
● Account ID
● Subscription Purchased
● Amount Paid
● Billing Address
● First Name
● Last Name
● Payment Details
When you sign up for news and information related to our Services Your consent ● Your Email Address
● Consent Confirmation Status
- Analytics -

To understand how our ads are performing
Our legitimate interest Unique Device Identifiers such as
● IP Address
● Firebase ID
● Your City, Postal Code

When parents and grown ups create an account in any apps that offer a registration, the same login credentials can be used across all Sites and Services.

Information We Collect When You Play the Apps

We collect the following information when you install and/or use any of the Sago Sago apps:

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing
- Analytics -
To understand how our audience plays our apps. In order to understand how you use our app so that we can answer questions relating to the performance of our app and our business.

These include:
● User experience
● User engagement with different parts of the app
● Purchasing behavior
● Improvement of functionality
● App technical performance
● Business performance
● Number of active users
● A/B test results
Our legitimate interest Unique Device Identifiers such as:
● MixPanel ID
● Firebase ID
● IP Addresses
● Vendor ID

Technical data such as:
● Time Spent in the App
● Game Progress
● Device Type, Version and Operating System
● Mobile Phone Carrier
● Purchases
● Time Spent Playing
● Achievements
- Analytics -
To understand what went wrong - Crash Reports
Our legitimate interest Information Tied to the Unique Device Identifiers
● System Environment Variables
● Event Information, For Example Where in the Game the Crash Occurred
- Subscription Status -
To understand if and what subscriptions you have on the account to provide you with the Services that you have purchased
Our performance of a contract ● Device ID
● IP Address
● App Store and Web Receipts
● Subscription Information

Sago Mini First Words App

Apart from the above stated personal data the Sago Mini First Words app processes additional data.

The Sago Mini First Words app requests parents to optionally provide information about their child’s speech level, diagnosis and if the child attends speech therapy. This information is saved locally to the user’s device and used once to assign appropriate speech exercises. Once the child’s level is set, this information is deleted from the device.

Parents can optionally allow microphone and camera permissions to improve the experience of the Sago Mini First Words app for their child. This data is only used as part of the in-game experience and is not used for content creation. This data is saved locally to the user’s device and can be deleted at any time by the user. Sago Mini First Words uses TrueDepth camera: During the exercise, we may use ARKit with front-facing TrueDepth camera if your device is compatible. ARKit face anchors are used in order for the face filters to work and move with the user's face. We do not use the TrueDepth camera directly. We use TrueDepth camera only for face tracking and do not collect or store this data. Our usage of TrueDepth camera is limited to iOS ARKit FaceTracking API and due to API limitations, we cannot remove TrueDepth camera usage from Sago Mini First Words.

We Collect the Following Information when you Interact with Third-Party Social Networking Features

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing
When you interact with one of Sago Sago social networking features (such as like buttons, comments, etc) Please note that the social media platforms may use personal information collected from the Sago Sago social network account on their platform for their own purposes as described in their own privacy policies Our legitimate interest Information You have Made Available, Which may Include the Following
● Demographic Information About you and Where you Live
● Your Comments, Reactions, Sharing of Our Social Media Account Posts or
● Other User-Generated Content

Analytical Performance Data for Social Media Posts and Digital Ads

We Collect the Following Information when You Participate in Research Surveys, Focus Groups, Other Research Activities or Provide Feedback on our Apps

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing
To improve our existing products and services

To develop and improve new products
The performance of a contract , or our legitimate interest if you voluntarily have provided us with your information ● Your Email Address
● Your First Name
● Your Last Name
● Photos or Videos (if the Research is Conducted in Such a Manner that this is Shared/Collected)
● Other Personal Information You Provide us with

We Collect the Following Information when You Sign Up for Digital Marketing Communications (e.g email, cross promotion or similar direct marketing)

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing
Subscribe to one of our digital marketing communications


When we cross promote our own Services within our apps
Your consent




Our legitimate interest
● Your Email Address
● Your First Name
● Your Last Name

● Information on what Other Services You have with Us

We Collect the Following Information when you Contact our Customer Support

What we use your personal data for Legal basis allowing the processing Categories of personal data used for the processing
To provide you with support

To gain insights on how we can improve our products and services

To act according to applicable law in responding to consumer complaints

To fulfill the agreement we have made with your regarding your purchase from us
Our legal obligation

Our legitimate interest



Our legal obligation





Our contractual obligation
● Your Name
● Email Address
● User ID
● Subscription / Purchase Data
● Technical data and information about Technical Issues
● Product Questions/Complaints
● General Questions
● Other Information or Content Regarding the Reason for Your Contact

We Collect the Following Information when You Visit our Site

We use cookies and web beacons to help deliver and analyze our Sites (e.g., counting the number of times a page or advert has been viewed). We also use cookies to personalize content and ads.

If you would like to review or delete your or your child’s information, please contact us at privacy@playpiknik.com.

How We Collect and Process Your Information

We use service providers to help us collect and process some of your personal data when engaging in our apps. Although we are using the services of these providers, these providers are acting as our processors, who only process your personal data as we instruct them to.

The purposes of collecting this information can be for functions such as account creation, subscriptions, technical support, ad attribution, transactional or marketing emails, parental control emails, and payment processing.

For these purposes we are engaging the services of the following service providers:

    • Amazon Web Services (aws.amazon.com/privacy)
    • Avalara (avalara.com/us/en/legal/privacy-policy.html)
    • Chargebee (chargebee.com/privacy)
    • Helpscout (helpscout.com/company/legal/privacy)
    • SendGrid by Twilio (twilio.com/legal/privacy)
    • Stripe (stripe.com/privacy)

We may Share Your Personal Data with the Following Service Providers:

    • dotDigital (dotdigitalgroup.com/privacy-policy) for email campaign services
    • GiftUp (https://help.giftup.com/article/40-privacy-policy) for purchasing Sago Sago’s digital subscription products for gifts
    • Mixpanel (mixpanel.com/privacy)
    • Unity (unity3d.com/legal/privacy-policy)
    • Firebase Crashlytics (policies.google.com/privacy)
    • Appsflyer (appsflyer.com/privacy-policy)
    • Google Analytics (policies.google.com/privacy)

When You Visit our Sites We Also Use the Following Analytics Providers:

    • Facebook Analytics (facebook.com/policy.php)
    • Google Analytics (policies.google.com/privacy)
    • We use Appsflyer (appsflyer.com/privacy-policy) attribution platform to record installs of our apps in relation to the parent experience, as well as to track in-app events in the parent’s section of our apps.

How We Collect and Process Children’s Information in Our Apps

Children and their parents in the US have the same rights as our users in the EU which are outlined in this Privacy Policy.

When a child plays our game we may collect:

    • Account data, such as in-game data, game progress, achievements and time spent playing,
    • IP address and log in details
    • Technical information about your device, including device identifiers

When you play the apps we collect personal data indirectly from the following third-party analytics providers. These third parties do not share your user data; they are used to support the operation of our apps (respective privacy policies are noted below):

    • Mixpanel (mixpanel.com/privacy)
    • Unity (unity3d.com/legal/privacy-policy)
    • Google Analytics (policies.google.com/privacy)
    • Firebase Crashlytics (https://firebase.google.com/support/privacy)

The data we collect is kept for the time necessary to provide the service requested by the user, or stated by the purposes outlined in this document, and the user can always request that Sago Sago suspend or remove the data.

If you want to opt out of services, or review or delete you or your child’s information, please contact us at privacy@playpiknik.com.

User Generated Content

Some of our apps allow children to create content in our apps that may include images, audio or video. This content is saved locally to the device and is not saved on a server. You are able to remove this content from your device at any time.

How We Use Your Information

We work with companies that follow this Privacy Policy and agree not to use your information for any other purposes.

We use the information we collect to:

    • Process your order(s) and manage your account
    • Provide technical support
    • Understand your use of our sites and apps
    • Enable SSO for Apple devices through Apple Keychain
    • Help us operate, analyze, and improve our Sites and Services
    • Contact you about new Services and features
    • Send push notifications if consent has been given
    • Let you know about specials offers on other products we think you might like

How We Store Your Information

Sago Sago uses generally accepted security measures and safeguards to keep the data it collects secure and encrypted. We require that the third parties we work with do the same.

These measures and safeguards include:

    • Limiting access to the data to those persons who need it to complete their work for Sago Sago
    • Using a fire-wall protected environment
    • Storing personal information in secure operating environments

Your information is retained as long as necessary or relevant for the practices described in this Privacy Policy. We also keep information as otherwise required by law.

Where We Store Your Information

The information we maintain may be stored both within and outside of the European Union, United States and Canada. As part of the Services, Sites and products we offer and the third-party services we use (e.g., payment processors), the information you provide to us may be transferred to countries outside these areas.

If we transfer your information outside of these areas, we will take appropriate steps to ensure that any personal data relating to you will continue to be adequately protected. If we transfer your information outside of the European Union, we will take appropriate steps to ensure that any personal data relating to you will continue to be adequately protected by using the case-by-case applicable transfer mechanism in accordance with privacy legislation.

How Long do We Keep Your Personal Data

Our retention periods for personal data are based on business needs and legal requirements. We retain personal data for as long as is necessary for the processing purpose(s) for which the data was collected, and any other permissible, related purpose. For example, we may retain certain transaction details and correspondence until the time limit for claims arising from the transaction has expired.

Privacy Policies of Other Websites

We may include links to third parties from our Sites or Services. Sago Sago is not responsible for these companies and including a link to them doesn’t mean that Piknik endorses them. Our Privacy Policy applies only to our website, so if you click on a link to another website, you should read their Privacy Policy.

Your use of the Sites and Services may also be subject to the terms and conditions and privacy policies of other Services that Sago Sago does not control. This includes mobile application stores, mobile software platforms, online social media sites, and payment processors.

How to Update or Remove Your Information

Sago Sago keeps your content for as long as necessary to provide its Sites and Services. If you want to opt out of information used at Sites and Services, or review or delete you or your child’s information, please contact us at privacy@playpiknik.com

Your Rights

Under the GDPR (General Data Protection Regulation), and the UK GDPR (United Kingdom General Data Protection Regulation) and other applicable privacy legislations you have certain rights concerning the processing of personal data by us. The following rights may be applicable for you.

If you would like to access, correct, erase or limit the use or disclosure of any personal data about you that has been collected and stored by Sago Sago or exercise any other right under applicable data protection legislation, please notify us at privacy@playpiknik.com so that we may consider and respond to your request in accordance with applicable law.

If you want to contact our Data Protection Officer you can do so at dpo@spinmaster.com.

Right of information: You have the right to be provided information regarding the processing of your personal data by us.

Right of access: You have the right to obtain confirmation as to whether or not we are processing your personal data and, if this should be the case, access to the personal data.

Right to rectification: You have the right to obtain rectification of inaccurate or incomplete personal data concerning you.

Right to erasure (“right to be forgotten”): Under certain circumstances you have the right to obtain the erasure of personal data concerning you.

Right to restriction: Under certain circumstances, you have the right to obtain the restriction of processing.

Right to data portability: Under certain circumstances you have the right to receive the personal data concerning you, which you have provided to us, in a structured, commonly used and machine-readable format and the right to transmit this data to another controller.

Right to object: Under certain circumstances you have the right to object to the processing of personal data concerning you. This includes but is not limited to the right to object in cases in which we process your personal data based on legitimate interest.

Right to lodge a complaint: You have the right to lodge a complaint with a supervisory authority if you consider that Sago Sago’s ’s processing of personal data relating to you infringes the GDPR.

Right to withdraw consent: If a processing of your personal data is based on your consent as set out you have the right to withdraw your consent at any time.

Right to not be subject to a decision based solely on automated processing: You have the right not to be subject to a decision based solely on automated processing, including profiling, which produces legal effects concerning you or similarly significantly affects you.

Notice to California Residents

If you are a California resident, California Civil Code Section 1798.83 permits you to request information regarding the disclosure of your personal information by certain members of Sago Sago to third parties for the third parties’ direct marketing purposes. With respect to these entities, this Privacy Policy applies only to their activities within the State of California.

California Consumer Privacy Act of 2018 (CCPA) provides consumers who are California residents with specific rights regarding their Personal Information.

Right to Access: If you are a California resident, you have the right to request, up to two times each year, access to categories and specific pieces of personal information about you that we collect, use and/or disclose.

Right to Delete: If you are a California resident, you have the right to request that we delete personal information that we collect from you, subject to applicable legal exceptions.

Right to Opt Out of Sale of Personal Information: As the term is defined by the CCPA, Originator does not sell any personal information.

To make a request regarding your rights as described above, please send an email to us at privacy@playpiknik.com. Or write to us, using the addresses stated in this Privacy Policy below.

Legal Disclosure

As you can see, we collect minimal personal data from parents and grown ups who wish to provide it, and some non-personal data for internal use only or in conjunction with third parties to help us operate, analyze, and improve our Sites and Services. In addition, we may disclose your personal or non-personal information to additional parties if we believe we are required to by law, by a judicial proceeding, to protect Sago Sago rights and properties, or to investigate fraud, intellectual property infringement, and any other conduct that might be illegal or expose Sago Sago or a user of its services to legal liability.

In addition, Sago Sago may disclose your information in the event of a change or proposed change in the ownership of the company; for example, a sale, a merger, or a bankruptcy.

Changes to our Privacy Policy

This policy was last updated July 31, 2023. Sago Sago may change or update the Privacy Policy at any time as we add new or different features, or as the law changes. Unless another date is given, the changes are effective upon posting. If we make a significant material change to this policy that will change how we use, process or disclose Personal Information and we have your email address, we will contact you to notify you, before making the changes. You should review the Privacy Policy frequently.

How to Contact Us

If you have questions, please contact us at privacy@playpiknik.com or our Data Protection Officer at DPO@spinmaster.com

You can also call or write to us at:

+1(416) 703-6459
Sago Sago Toys Inc.
171 John Street, 5th Floor
Toronto, ON, M5T 1X3, CANADA

Or to our Data Protection Officer
Attn: Data Protection Officer
Spin Master Ltd
225 King Street West
Toronto, ON,  M5V 3M2, CANADA

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