Update Date: February 24, 2011

SCOPE

TOMY International, Inc. and our associated websites (collectively, the "Site"), which include, but are not limited to TOMY, TOMY Shop, The First Years and JJ Cole, value our customers and your privacy. This Privacy Policy is designed to tell you about our practices regarding collection, use, and disclosure of information that you may provide via the Site. Please be sure to read this entire Privacy Policy before submitting information to this Site.

CHANGES TO THIS PRIVACY POLICY

We have the discretion to occasionally update this Privacy Policy. When we do, we will also revise the "updated" date at the top of this Privacy Policy page. We encourage you to periodically review this Privacy Policy to stay informed about how we use, disclose, and protect the personal information we collect from you. Your continued use of the Site constitutes your agreement to this Privacy Policy and any updates. Should there be a material change to the practices described in this Privacy Policy, it will be applied only to information collected after the publication of this Privacy Policy.

WHEN INFORMATION IS COLLECTED

We may collect personal information from you when you:

opt-in to receive communications and promotional materials from us
register on the Site
participate in sweepstakes, contests, or promotions
purchase products over the Site
provide comments or feedback to us by e-mail
What information is collected

Depending on the activities in which you participate through this Site, you may be asked to provide:

your e-mail address
the year and month in which your youngest child was born
the estimated due date (year and month) of your current pregnancy
your financial information, such as credit card information
your billing information, such as name, address, phone number
shipping information, such as name, address, phone number
If you have provided your e-mail address to us and you subsequently want us to communicate with you using your new e-mail address, access and provide us with your new e-mail address. Additionally, you may update your financial information and billing and shipping information that we have collected about you on the Site by accessing your Personal Account page on the TOMY Shop site and updating your information.

HOW COLLECTED INFORMATION IS USED OR DISCLOSED

We may use personal information that you have provided to us to:

share among our brands and associated websites that comprise the Site
customize the Site to your preferences
respond to customer service inquiries
support our marketing and research purposes
process and manage your purchase of products
notify you if you are a winner of a sweepstakes, contest, or promotion
communicate with you about our brands, products, events or other promotional purposes, including co-branded offers, if you have opted to receive such communications. You can opt-out of receiving such promotional information at any time by changing the settings of your communication preferences by accessing the Update My Preferences page or by following the unsubscribe links on any promotional materials sent to you
If you provide personal information to us through this Site, we may combine such information with other information unless we specify otherwise at the point of collection. We also may disclose personal information you provide via this Site to third parties, but only:

to service providers we use to support our business (such as fulfillment services, sweepstakes administration, technical support, and delivery services), in which case we will require such third parties to agree to treat it in accordance with this Privacy Policy and use it for the same purposes in connection with the sale, assignment, or other transfer of the business of this Site to which the information relates, in which case we will require any such buyer to agree to treat it in accordance with this Privacy Policy and use it for the same purposes
to respond to law enforcement requests or where required by applicable laws, court orders, or government regulations.
Website use information

We collect website use information which includes information about your internet service provider, browser type, domain name, IP address, the website that referred you to us, the webpages you request, the date and time of those requests, and entry and exit points. Our collection of website use information may involve the use of cookies and pixel tags.

Our collection of website use information may involve the use of cookies. A cookie is a small removable data file that is stored by your browser on your computer. Cookies allow you to place an order on our Site and allow us to enhance and personalize your online surfing and shopping experience. We use cookies to remember the items in your cart, recognize you when you return to our Site and analyze visitor behavior. You have the ability to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies. If you reject cookies by changing your browser settings, you won't have access to many features that make your site experience more efficient and some of our Site features will not function properly.

We use "pixel tags" (also called "web beacons" or "clear gifs"), which are tiny graphic images, on our Site and in our emails. Pixel tags help us analyze our customers' online behavior and measure the effectiveness of our Site and our advertising. We work with service providers that help us track, collect, and analyze this information.

Pixel tags on this Site may be used to collect information about your visit, including the pages you view, the features you use, the links you click, and other actions you take in connection with the Site. This information may include your computer's Internet protocol (IP) address, your browser type, your operating system, date and time information, and other technical information about your computer. We may also track certain information about the identity of the website you visited immediately before coming to our Site. We do not otherwise track any information about your use of other websites.

Pixel tags and cookies in our emails may be used to track your interactions with those messages, such as when you receive, open, or click a link in an email message from us.

We partner with third-party ad networks to deliver online advertising about our products and services when you visit our Site or other websites on the Internet. These partnerships help us provide you with advertisements that are tailored to your particular interests, improve and optimize your experience on our Site, and track the effectiveness of marketing efforts. To facilitate these online advertising efforts, our ad network partners may use cookies, web beacons and similar technologies to collect information about your activities on our Site or other websites. You can choose not to have your information collected for this purpose. If you would like more information about this practice and to know your choices about not having your information used by these companies, please visit http://www.networkadvertising.org/managing/opt_out.asp.

We may combine the information we collect through cookies and pixel tags with other information we have collected from you. This information may be used to improve our Site, to personalize your online experience, to tailor our communications with you, to determine the effectiveness of our advertising, and for other internal business purposes.

LINKS TO OTHER SITES

Please be aware that, when you are on the Site, you could be directed to other sites that are beyond our control. These other sites may transmit their own "cookies" to visitors, collect data or solicit personal information. The privacy policies of these other sites may differ significantly from this Privacy Policy. We are not responsible for the privacy practices of these other sites and cannot guarantee the security of any information that may be collected there.

INTERNATIONAL USERS

If you are located outside of the United States, please note that this Site is hosted on our computer servers in the United States. Any personal information collected through this Site may be transferred to the United States and other countries that might not provide an equivalent level of protection as the data protection laws in your home country. Your use of this Site or submission of any personal information will therefore constitute your consent to the transfer of your personal information outside of your home country.

SECURITY

Protecting the security of your personal information is very important to us. We use reasonable security measures designed to protect the confidentiality of personal information. When you enter your personal information to the TOMY Shop portion of our Site, we use Secure Sockets Layer (SSL) technology to protect your information as it is transmitted to us. To make sure that you are accessing our secure server before you submit personal information though the TOMY Shop, look at the lower left-hand hand corner of your browser. If you see an unbroken key or a closed lock (depending upon your browser), then SSL is active. Once we receive your transmission, we will take reasonable precautions to keep your information secure on our systems. While we strive to protect your privacy, no data transmission over the internet can be guaranteed to be 100% secure. We, therefore, cannot warrant or guarantee the security of any personal information you transmit to us online or be responsible for the theft, destruction, or inadvertent disclosure of that information.

INFORMATION FROM CHILDREN

This Site is a general audience site that is not designed nor intended to collect personal information from children under the age of 18. We do not knowingly collect personal information from anyone under the age of 18, and do not use such information if we discover that it is has been provided. To respect the privacy of children, children under the age of 18 should not provide any personal information on this Site. We ask that parents supervise their children while online.

UNSUBSCRIBE

If you have opted-in to receive promotional materials from us, we may use your e-mail address and other contact information provided to us through the Site to send you these communications. If you do not want to receive such promotional information, you can change your communication preferences and remove yourself from our e-mail list at any time by changing the settings of your communication preferences by accessing the Update My Preferences page or by following the unsubscribe links on any promotional materials sent to you

Please also note that even if you opt-out of receiving promotional emails from us, we may still use your information to communicate with you for other purposes, such as orders, purchases, and customer service responses.

YOUR CALIFORNIA PRIVACY RIGHTS

California Civil Code Section 1798.83 permits customers of the brands and associated websites that comprise the Site who are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please direct your e-mail or mail request to the contact information set forth below.

CONTACTING US

If you have any questions, comments, requests, or concerns related to this Privacy Policy or the information practices of this Site, please contact us: By e-mail: consumer@tomy.com By mail: TOMY International, Inc. Attention: Marketing Communications 1111 West 22nd Street, Suite 320 Oakbrook, IL 60523