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Privacy statement

Joyland AB protects your personal data in accordance with the GDPR (General Data Protection Regulation). It is important to us that you feel confident in how we handle your personal data. That is why we are open about how we collect, process and share the data we store with us. Our goal is to create as good an experience as possible for you who visit and shop at Joyland.

Personal data is any information that can be used to identify a single person. Examples of this could be basic data about you, such as your name and contact details, but also your purchase history.

The new law means that you as a customer have certain rights. Among other things, you have the right to order register extracts with your personal data, such as name and contact details as well as purchase history. We never sell your personal data to other companies.

By entering or requesting information in the checkout and Klarna payment service, you accept Joyland AB's terms of purchase, Joyland's privacy statement and Klarna payment service's terms of use and Klarna's use of your personal data as stated in Klarna's terms of use, see the following link: Klarna's data protection policy.

1. Who is responsible?

Joyland AB is responsible for the personal data that is left on our websites and processes your personal data in accordance with the current data protection regulation. As the personal data controller, Joyland AB takes responsibility for all personal data you provide to us, or that we collect or receive when you shop or subscribe to our newsletter.

Contact details for Joyland AB:

Joyland AB
Box 103
391 21 Kalmar

Swedish company no: 556930-7969

2. What is personal data?

Personal data means all information relating to an identified or identifiable natural person. It is crucial that the data, individually or in combination with other data, can be linked to a person. Typical personal data are social security number, name and address. Encrypted data and various types of electronic identities, such as IP numbers and cookies, are considered personal data if they can be linked to natural persons.

Collection, registration, processing and use are examples of the processing of personal data covered by the GDPR.

3. What data do we collect about you?

The personal information we collect is data that you, as a visitor, actively give us by filling in various types of forms on our website when you shop or contact customer service. This personal data is name, social security number, address, e-mail address and telephone number, purchase, order and usage history, IP address, comments when ordering and information that you provide to our customer service via e-mail or form on the website.

We collect your address from Klarna or by you entering it yourself on our website.

We also collect information about how visitors use our websites, and collect statistics about browser settings and which operating systems use the pages. This information is processed on the basis of a balancing of interests and is used to develop the website's functions and content.

4. For what purposes is the data processed?

On the basis of your consent

By providing your personal data to obtain information from us, in the event of inquiries about products or services, you accept and consent to Joyland AB processing your personal data in accordance with this privacy policy. You can withdraw your consent at any time by contacting Joyland AB. In such a case, we will no longer process your personal data for the specific purposes to which you have consented.

Fulfill our obligations to you

Your personal data is used by Joyland AB to fulfill our obligations to you and maintain a high level of service. This may involve delivering the goods you ordered or notifying package delivery via SMS. If problems arise when we deliver goods to you, we will use the information to get in touch with you.

Communication and marketing

Your data is also stored and used for information and marketing purposes. This means that, in view of our commercial interests, we can use your personal data to contact you through various types of information and marketing channels. In order to be able to provide you with personal and relevant offers and information, we can also follow your buying habits when you visit our website. You of course have the option to notify us at any time if you object to the processing of your personal data for marketing purposes.

Business customers

Joyland AB processes personal data about you, who are a representative of a company that is in turn a customer of Joyland AB, in order to fulfill our obligations towards the customer and provide a high level of service. This may, for example, involve delivering goods to the customer or notifying package delivery via SMS. If problems arise when we deliver goods to the customer, we will use the data to get in touch with the customer.

5. How do we use your personal data?

In order to fulfill the purposes for which the data was collected, your personal data may be recorded, stored (stored), used and transferred to our partners or subcontractors of ours as indicated below.

  • To be able to establish your identity and update your address details
  • Creating and processing your data at
  • At checkout, your personal data will be sent to the credit company Klarna
  • Process your orders and returns
  • Send SMS when your order is available for collection
  • Contact you with a delivery notification
  • Delivery and warranty assignments
  • Answer your questions via e-mail, SMS or customer service
  • Analysis and segmentation for targeted campaigns
  • Dispatch of a general or targeted nature via e-mail or SMS
  • Customer surveys
  • Information and invitations to events, competitions etc
  • Sending surveys that give you the opportunity to influence offers and services
  • To test and improve our systems and provide services
  • To prevent fraud or abuse

We use cookies and other web analysis tools such as Google Analytics to automatically collect information about you when you use Data we collect automatically includes, for example, settings and choices you make when using

Your personal data is primarily stored in Sweden and the EEA. Through, for example, Google Analytics, data about your visit to our website is also transferred to Google in the USA, for the purpose of collecting web statistics. Your data is only stored for as long as it is necessary to perform our services, for example to fulfill a contract with you or offer newsletters or as long as it is prescribed by law.

6. Payment and checkout

As a customer, you can pay for your order via Klarna AB ("Klarna"), through Klarna and the options offered there: Invoice payment, partial payment, bank card payment and direct payment.

Some credit information is never taken directly in the Klarna Payment Service, except when necessary, depending on which payment option you have chosen. Credit information taken by Klarna does not affect your credit rating and cannot be seen by others who request credit information about you. Once you have been identified, you will receive information from Klarna about which payment options are available to you. The invoice is pre-selected, but you can of course freely choose one of the other options, for example direct payment via bank or payment by card. The options offered to you may vary from time to time.

The invoices are sent out by e-mail when the order is sent from our warehouse. The invoice is valid as a receipt for your order, and an order confirmation is also sent via e-mail. It serves as proof of purchase (receipt) together with the paid invoice.

By providing or requesting information in Klarna's payment service, you accept Joyland AB's terms of purchase, this privacy policy as well as the terms of use for Klarna's payment service and Klarna's use of your personal data as stated in Klarna's terms of use, see the following link: Klarna's privacy policy.

For more information about the Klarna payment service, please use the following contact information:  or on the Klarna website, When you contact Klarna, use your customer number and social security number.

7. Who can we share the personal data with?

We do NOT sell or otherwise transfer your personal data to third parties. Exceptions are trusted third parties who help us administer the website, run our business or deliver the products you order. We may also share your personal data where we deem it necessary to comply with legal requirements.

We may transfer your personal data to our subcontractors who process personal data on behalf of Joyland AB for the purposes described in these guidelines for personal data, and who may thus have temporary access to personal data. This is always done in accordance with a written personal data agreement for personal data which ensures that the processing takes place in accordance with Joyland AB's instructions. We further require that our business partners use appropriate security measures to protect and delete your personal data within a reasonable time when they have fulfilled their mission.

In order to maintain a high level of service, your data will be passed on to subcontractors engaged by us, for example:

  • Personal information is transferred to subcontractors and forwarders in connection with deliveries
  • Personal data is stored with our IT service providers
  • Data about your visit to our website is transferred to Google in the USA via Google Analytics - data about security measures can be found at If you do not want your visits to our website to appear in the statistics for Google Analytics, you can install an add-on in your browser by following this link:
  • We may share your personal data with organizations such as credit reference agencies for the purposes of credit assessment, identity verification, credit monitoring and claims collection

If your data is transferred to a third country (for example the United States), we ensure that one of the following legal safeguards is used: Decisions that a country ensures an adequate level of protection, the EU-US Privacy Shield, standard contract clauses or your consent. Data is never transferred to third countries without one of these security measures.

8. How long do we store your personal data?

Joyland AB stores information about you as a customer as long as there is a customer relationship and as long as it is relevant for the purpose for which it was originally collected, or as long as it is required according to laws or regulations.

  • Purchases and order history are stored for as long as we are required to do so to comply with legal requirements
  • Customer service data related to purchases and complaints is stored for as long as we are required to do so to comply with legal requirements
  • Communications with our customer support that we do not need to save to comply with legal requirements are deleted after six months
  • Marketing data is stored until you request to no longer receive marketing material or when you have been inactive for three years
  • Abuse and crime prevention data is stored for as long as we need it to prevent or report crimes (e.g. fraud).

9. How do we handle social security numbers?

We will only process your social security number when it is clearly justified with regard to the purpose, which is necessary for secure identification or if there is another notable reason. We always minimize the use of your social security number as much as possible by instead, if sufficient, using your social security number.

10. Your personal rights

You have the right to request a report on what personal data we have about you by requesting a so-called register extract. This can be done free of charge once a year. You also have the right to request the amendment of incorrect data as well as the option to request that we delete your personal data. You have the right to withdraw your consent to the processing of personal data and prohibit the use of your personal data for direct marketing purposes.

If you want to submit a request, please contact us for more information.

11. Right to data portability

You also have the right to so-called data portability for the data you have given us in cases where we process your data on the basis of your consent or when we process data to fulfill an agreement with you. The right to data portability means that, upon request, you have the right to obtain the data recorded about you for the purpose of transferring it and reusing it with another party, for example another provider. The right to portability only applies to the automated data we process. This means that data that is only processed in paper files is therefore not covered by the right to data portability.

12. How is your personal data protected?

We have implemented special security measures to protect your personal data. Only those persons who actually need to process your personal data in order for us to fulfill our stated purposes have access to them.

13. The European Data Protection Board is the supervisory authority

The European Data Protection Board is responsible for monitoring the application of the regulations, and anyone who believes that a company is handling personal data incorrectly can submit a complaint to the European Data Protection Board.

14. Do you have questions about data protection?

If you have questions regarding this privacy policy, our processing of personal data or wish to contact us regarding your personal data, you can contact us by e-mail

15. Changes to this privacy policy

Joyland AB reserves the right to update or change this policy at any time and you should regularly visit this website to obtain the latest version.

Cookies uses cookies. A cookie is a small text file that the website asks to store on the visitor's computer and that contains a certain amount of information and a time stamp. The browser stores the information in a special place on your computer and returns the information in the cookie to the website visited with each request for pages from the website. There are, for example, cookies that keep track of what you have in the shopping cart (otherwise it would be empty every time you load a new page), and cookies that ensure that the menu is displayed correctly. There are also some external cookies, such as those from Google, which we use to analyze how our visitors behave on the website.

You can always choose to turn off cookies completely in your browser and/or delete stored cookies in your browser. Please note that turning off cookies affects the functionality of the website as above.

How long are cookies stored?

So-called session cookies disappear as soon as you close the browser. Our other cookies are normally stored for 30 days.

Third party cookies

The information cookies that are set by our partners and not by itself are called third-party cookies. Cookies used on this website do not store any personally identifiable information about the visitor (such as e-mail address or name). The partners who have the opportunity to set third-party cookies via their services on are:

  • Google
  • Facebook
  • Youtube
  • Vimeo
  • Match2One
  • Adrecord
  • Kelkoo

To see which types of cookies are involved, as well as to find links to their respective privacy policies, click on the small green "cookie" in the lower left corner. There you can also change the settings for cookies.

Link to Google's privacy policy