This privacy policy is applicable when you use the website. It outlines why, how, and where we collect data from you, or that you provide us with, and how it is processed. Please review this policy regarding your personal data.

For the purposes of the EU General Data Protection Regulation 2016/679 (GDPR), the data controller is Characterful Ltd, company number 14342427, registered at 167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom.

What we collect and store

We may collect, use, store and transfer different kinds of personal data:

  • Products you’ve viewed: we’ll use this to, for example, show you products you’ve recently viewed
  • Location, IP address, device and browser type: we’ll use this for purposes like estimating taxes and shipping
  • Billing name, email, phone number and address: we’ll ask you to enter this so we can receive your order details and process payment.
  • Shipping name, email, phone number and address: we’ll ask you to enter this so we can, for instance, estimate shipping before you place an order, and send you the order.
  • We’ll also use cookies to keep track of basket contents while you’re browsing our site. Cookies are valid for 1 year from the date of your last visit.
  • Any other information you share with us to process your order, for example, personalisation details, photographs, special dates, etc.


When you purchase from us, we’ll ask you to provide information including your name, billing address, shipping address, email address, phone number, credit card/payment details and optional account information like username and password. We’ll use this information for purposes, such as:

  • Send you information about your account and order
  • Respond to your requests, including refunds and complaints
  • Process payments and prevent fraud
  • Set up your account for our store
  • Comply with any legal obligations we have, such as calculating taxes
  • Improve our store offerings
  • Send you marketing messages, if you choose to receive them


If you create an account, we will store your name, address, email and phone number, which will be used to populate the checkout for future orders.

We generally store information about you for as long as we need the information for the purposes for which we collect and use it, and we are not legally required to continue to keep it. For example, we will store order information for 7 years for tax and accounting purposes. This includes your name, email address and billing and shipping addresses.

We will also store comments or reviews, if you choose to leave them.

How we collect your data

We collect your personal information through:

  • Support correspondence and forms
  • Sign up forms
  • At the time of book personalisation and purchase
  • Website cookies
  • Review sites
  • Social media
  • Referrals
  • Affiliate links

Third Parties

We share information with third parties who help us provide our orders and store services to you:

We accept payments through Stripe. When processing payments, some of your data will be passed to Stripe, including information required to process or support the payment, such as the purchase total and billing information.

Please see the Stripe Privacy Policy for more details.

Links to third-party websites, plug-ins, and programmes may be found on this website. It’s possible for third parties to gather or share information about you if you click on those links or enable those connections. These third-party websites are not under our control, and are governed by their own privacy policies. We advise reading the privacy policies of any website you visit after leaving ours.

Advertising via third parties:

We may display adverts on websites run by third parties (such as Facebook). We and our partners may use different systems to collect and store information about you when you view or otherwise engage with our ads. This information may include cookie data and anonymous IDs for attribution and advertising purposes.

Where is your data stored

Our secure servers in the UK and EU hold all of the data you provide us. Data may be transmitted to and kept at a location outside the United Kingdom and the European Economic Area where necessary and only for purposes for which you have given your consent. Additionally, it can be handled by employees of ours or one of our suppliers who are based outside the UK and EEA. These employees may be responsible for completing your order, handling your payment information, and offering support services, among other things.

You provide your consent to the transmission, storage, or processing of your personal data by providing this to Characterful Ltd at any point. We will do all within our power to protect your data and treat it securely in compliance with this privacy.

If you fail to provide us with your personal information:

At any point where you have provided incorrect personal information, or lack of information, (for instance, when you don’t give the correct delivery instructions so that the items or services can be successfully delivered to you). In this situation, if we are able to contact you, we will offer an option to reattempt delivery to the corrected address or provide a refund. In the instance, where we are unable to make contact with you due to lack of or incorrect contact information has been provided, we will need to cancel your order.

Who can purchase from Characterful Ltd?

Although the Characterful website is targeted at children and adults, only adults may make purchases or interact on our website. Therefore, we do not expect children to contact us online or make transactions. Regardless, if you’re a parent or legal guardian and you think your children or wards have submitted us personal information, please get in touch with us by sending an email to

Your legal rights

When interacting with Characterful Ltd, you have the right to:

1. Request access to any personal information we may have on you so you may verify its accuracy and the legality of our processing.

2. Request that the personal information we have on you be corrected. 

This gives you the opportunity to correct or complete any data we may have about you, we may ask for verification to prove the accuracy of the newly supplied data. 

3. Request the erasure of your personal data in certain circumstances. 

If you withdraw your consent and there is no other legal basis on which we require continued use of your personal information, for instance: 

  • When your personal information is no longer necessary for the purposes for which it was collected or otherwise used.
  • When you object to the use of your personal information.
  • When we have used your personal information unlawfully.
  • When your personal information needs to be updated.


4. Request to restrict the use of your personal information.

You have the right to suspend our use of your personal information in certain circumstances. For example:

  • you believe your personal information is inaccurate and only for the time necessary for us to verify its accuracy.
  • the use of your personal information is unlawful and you request that it be suspended instead of being erased.
  • we no longer need your personal information, but you need it to establish, exercise, or defend legal claims.


5. Request data portability. 

Where it is technically possible, you have the right to receive the personal information you gave us in a structured, widely-used, and machine-readable format and to have it transferred to another organisation.

6. Object to the use of your personal information.

You have the right to object to the use of your personal information in certain circumstances. For example: where you have grounds relating to your particular situation and we use your personal information for our legitimate interests (or those of a third party) including for profiling.

7. Object to decision which is based on automated processing.

In certain situations, you have the right to refuse to be the subject of a decision that is exclusively the result of automated processing with no human involvement.

8. Request to withdraw consent

Where we rely on your consent to use your personal information, you have the right to revoke it at any time.

9. Exercise your rights

You can also exercise your rights at any time by contacting us at


What are cookies?

The websites you visit may record little text fragments called cookies in your web browser. inserts cookies on your browser similarly to many other websites in order to learn more about your visit and improve your experience.

How does use cookies?

Our website uses cookies to distinguish you from other users on our website: This helps us to provide you with a good experience when you browse our website and allows us to improve our website. By continuing to browse, you are agreeing to our use of cookies.

We use the below cookies on our website:

  • Essential/Functional Cookies – These are cookies our website needs to function. If they are not accepted by you, parts of the site won’t be usable. For example, the cookies are used to ensure that website pages display correctly.
  • Analytics, Performance and Third Party Cookies – These cookies allow us to remember your personalised preferences so that we can provide a more bespoke and unique online shopping experience. For example, each time you visit our website, the preference cookies can remember items you may have left in your shopping cart.

Please note that third parties (including, for example, advertising networks and providers of external services like web traffic analysis services) may also use cookies, over which we have no control. These cookies are likely to be analytical/performance cookies or targeting cookies.

Except for essential cookies, cookies are valid for 1 year from the date of your last visit to

Information about this privacy policy

Questions, comments and requests regarding this privacy policy are welcomed and can be sent to

Revision: 11 November 2022