HASBRO MOBILE APPLICATION PRIVACY NOTICE
(Last Updated: 23 May 2018)
Hasbro Cares About Your Privacy
We're Hasbro, Inc., in the US. We make toys and games that you can find all over the world.
Here, we tell you how we use info and keep it safe whenever you use one of our Apps that we mention below. Please make sure you read everything here carefully and ask a grown up to explain anything you don't understand.
Parents and adults: the sections labeled “FOR GROWN UPS” provide additional detail and information.
FOR GROWN UPS: Hasbro, Inc. is an international toy company, headquartered in the United States but with affiliates globally, and is the controller of any personal information processed for the Mobile Apps.
Who is ESRB and what do they do for Hasbro?
We've asked someone else called the ESRB to check how our Apps use info and keep it safe, and make sure that it's all OK. The ESRB will keep checking our Apps.
FOR GROWN UPS: This MPP and the “ESRB privacy certified” certification seal shown in the MPP confirms that Hasbro is a valid licensee, and participating member, of the Entertainment Software Rating Board's Privacy Certified Program (“ESRB”). Please see http://www.esrb.org/privacy/index.aspx for more information. To protect your privacy, we have voluntarily undertaken this privacy initiative and have had the Mobile Apps reviewed and certified by ESRB Privacy Certified to meet established online information collection and use practices. As a licensee of this privacy program, we are subject to frequent audits of our Mobile Apps and other enforcement and accountability mechanisms administered independently by the ESRB.
We ask that you take the time to read this MPP carefully.
Table of Contents
1. The Apps
What we say on this page is only about the Apps named below. And any other Apps of ours where you see all this.
FOR GROWN UPS: This MPP is effective as of the Last Updated date posted above and applies only to information collected by Hasbro from users of the following Mobile Apps and any other mobile app published by Hasbro which links to the MPP:
Furby Connect World
FurReal Makers: Protomax
FurReal Friends: Get Up & Go Go
Hanazuki: Full of Treasures
HeroVision: Iron Man
Littlest Pet Shop Your World
My little Pony: Friendship Celebration
Star Wars Studio FX
Transformers: Robots in Disguise and
If your App is not named above, we'll tell you about it somewhere else, or it might be someone else's app, not ours, so you should check out what they say about their app and how they use your info.
FOR GROWN UPS: This MPP does not apply to any other information collected by Hasbro through any other means. For clarity, this MPP does not apply to any of Hasbro’s websites; Hasbro’s other mobile apps that do not link here; Hasbro’s other online services (e.g., social media channels); or any apps, websites, or online services maintained by other companies or organizations to which we may link.
2. Your Info
We get some info about the smart device you use to play our App (maybe your mom's or dad's mobile phone or iPad), and how you use the App (we call all of this "Game Info"). We try to do all this in a way that keeps your info safe.
We try hard not to get any personal info about you, like your address. We don't want to know that. We only want to know how our App is being used, like how long a game is being played for.
Device Info Used on First Play
We get some info from the smart device you use our App on (maybe your mom's or dad's mobile phone or iPad) to avoid repeat information and make it easy to play with our Apps, but we try to do this in a way that keeps this info safe.
FOR GROWN UPS: Before an App is used for the first time, the device ID and IP address of the device on which the App is installed is used internally by the App to create a randomized identifier (i.e., a “scrambled ID”, which we term an "App ID") that is unique to that App. Our Apps do not send the device ID or IP address to us or to any third-party, and our App does not make further use of this information. This information is used only to create a unique App ID. The user cannot access the App ID on the device. And the creation of the App ID only occurs on the first time the App is opened and capable of connecting to the Internet and not again unless the App is uninstalled and subsequently reinstalled.
The process for utilizing the App ID has been designed so that it is close to impossible to work out the original information (device ID, IP address) from the App ID. Also, the App ID is unique to each installed Mobile App. If you delete our App and then get the same App again for the same device, the App ID will be different. If you get the same App for different devices, the App IDs on each device will be different, even if the same person uses the same App on different devices. The App ID in one App does not share with, or “know” about, an App ID on another App, device or platform.
Our App uses your device's info (like guessing its country and city) to make sure you get the right App in the right language, and to help you use the App and tell you things you might want to know about your App or toy.
FOR GROWN UPS: Hasbro will know the device type, the device's operating system (like iOS or Android) and language setting, the network carrier your device uses (e.g., Vodafone, EE, Orange) and guesses the country and city (from the network info used by the device) and the App ID (so long as the device connects to the Internet). It does this to work out which version of the App to install on the device, and in which language (e.g., if the country is France, then the French version would be delivered), to provide the user with a suitable App, for performance of our contract or for our legitimate business interests in delivering and maintaining our Apps.
We use Game Info to help us figure out how kids or grownups use our App, so we can make it better, easier and more fun to use. We get Game Info whenever you use your App if you have the Internet. We try hard not to get any personal info about you like your address. We only want to know how our App is being used, like how long a game is being played for.
FOR GROWN UPS: The App ID is used to assist us in gathering non-personal analytics and statistical information regarding the use of our Apps and game play data (together Game Info), e.g., session length (how long the App was played for), what game levels were reached in the App, whether the app connected to a Hasbro toy, etc. It may also be used to deliver in-App messages about gameplay (see below), which is also something you can disable in your device settings.
We use this Game Info, which does not identify individual users, in our own legitimate business interests, to analyze trends, to administer our Apps, debug them in case of problems and to gather demographic information about our user base as a whole (e.g., number of users in a particular country or region), so that we can improve our Apps and toys.
Although Game Info is associated with an App ID, we do not link this data to users’ personal information. Even knowing an App ID, device type, operating system, device language, gameplay statistics, network carrier and estimated city and country together would not be enough to identify the individual who used the App. Nevertheless, Hasbro limits which employees are permitted to see the App ID associated with particular data. Our service providers (see below) can only view aggregated data.
Country and language info is used by some Apps to check if Hasbro shows ads in that country (see below) and if so, show ads in the correct language, or suppress them altogether.
Find What Your App Does
In the line for your App in the chart below, a ✓ (check mark) means we use the info. Like, for Beyblade Burst we use the "Multiplayer ID", we know if a Hasbro Ad has been clicked in your App, and so on – all this is explained more after the chart). We always use Game Info for every App on the list.
|Mobile App||Information Collected|
|Multiplayer ID||Hasbro Ad Clicked||In-app Purchase Made||Toy Scanning Activity||Toy Connection Activity|
|FurReal Friends: Get Up & Go Go|
|FurReal Makers: Protomax|
|HeroVision: Iron Man|
|Littlest Pet Shop: Your World|
|My Little Pony: Friendship Celebration|
|Star Wars Studio FX|
|Transformers: Robots in Disguise|
What Does the Chart Mean?
For some Apps like Beyblade Burst, you can choose a game name from a pre-set list and play head-to-head online with other kids over the Internet, set up lists of your friends and track who are the best players. We keep records of wins and losses for these games, but we don't know who you are from your game name.
FOR GROWN UPS: Apps like Beyblade Burst allow users to play games with each other online via a third-party game platform (Exit Games's Photon Cloud). This requires use of an additional unique persistent identifier (the “Blader ID”). A player chooses two fanciful names, one from each of two separate, fixed lists created by Hasbro. The app automatically appends a random number (to distinguish between players who choose the same two-part name). Therefore, the player cannot choose a name with free text that might somehow identify him or herself. The Blader ID is unique to the App but cannot be linked back to the user (other than to play a match through the game interface). The Blader ID is sent with device platform (iOS or Android), a token for authentication with the game server, and the App version number to the game platform. Here, this very limited data set is used to match two players making a request for gameplay in a "game lobby.” No personal information (other than the Blader ID) is exchanged, and players cannot communicate with each other (there is no “chat” functionality), Hasbro or the game platform.
The Blader ID is not stored on the Photon Cloud platform beyond the session, which is the length of time for the individual match to play out and finish (see How Long Is Info from the App Kept? below) but game statistics such as wins-and-losses are retained by Hasbro (with Blader IDs) after the session.
Players can create their own leader boards on the game platform for players' known friends and for tournaments, which include the Blader ID, listing match rankings. They can edit/delete their personal leader boards, add/remove friends by their Blader ID, etc. Players can also join regional leaderboards when they play tournaments and matches.
Hasbro Ad Clicked
When you use our App, we might show you adverts about other apps or toys that we make. Sometimes, if you watch an ad, you can get more stuff for your App for free.
Our App tells us if someone using your App clicked on an ad shown in the App, but not your name or who you are. We also don’t send ads to you based on how you act in the App.
FOR GROWN UPS: Our Apps only show ads for Hasbro products and services, and related events such as Beyblade contests, but not any third-party's ads.
his metric means that someone using an App has clicked on a Hasbro ad. We only get sent information on whether someone has clicked on a particular ad in an App, along with the App's App ID. Again, no IP address or other info is sent with the App ID, apart from Game Info. We don't know who clicked on an ad. We do not target ads to you or send you ads based on user behavior.
In-app Purchase Made
Do we sell you anything in the App?
Sometimes you can buy stuff to use in our Apps. Make sure you get your mom or dad to say it's OK for you to buy more stuff first! Our App tells us if someone using the App bought anything from it, but not your name or who you are.
If you buy stuff for one of our Apps, you’re buying it through the App stores, not us. You should check what they say about your information. If you go to an app store or another website from our App, we'll tell you that it's not ours.
If you buy stuff in one of our Apps, we don't get info about how it's paid or who bought it. We just get told which App to send the stuff to.
FOR GROWN UPS: This means a purchase of virtual products for use in the relevant App, or other Apps. This ability is offered by some of our Apps (with ✓ (check-mark) against "In-app Purchase Made" in the chart above). We only sell Hasbro in-app virtual items related to the App in question, we don't sell or market any third-party products.
If making such a purchase, your credit card or other payment information will be collected and processed by the third-party service provider (e.g. Google Play, Apple App Store, Amazon, PayPal), but is never passed on to us.
We will notify you when you are leaving the App or otherwise indicate that you will be going to the third-party's site or app.
Toy Scanning Activity
With some Apps, you can use the camera on your device to view a special design or “code” on your toy to get more stuff for your game. That's a Toy/Code Scan.
We use the scan only to give you that stuff in the App and it does not save a picture anywhere. The App doesn't send a photo to us or anyone else and we don't use the scan for anything else. We do get told that your App did a Toy/Code Scan and the stuff that it unlocked, but that's it.
FOR GROWN UPS: Some of the Apps may also access the device’s camera to scan a code from one of our branded toys and/or from other promotional materials, which is noted in the “Toy Scanning Activity” column of the chart above.
For clarity, this code scan information may be used by Hasbro to, for example: unlock an in-game character, or unlock an in-game item (e.g., an in-game character accessory or improvement/enhancement to show game progression).
The fact that a code was scanned is sent to us with the App ID and the name of the virtual item unlocked.
Toy Connection Activity
In some Apps like Furby Connect, you can get your App to send stuff to your toy, like a new song. Or in other cases, you may use the App to control your toy or to change what it does. Or by playing with your toy with the app open, as with Hanazuki, it opens and uses in-App items and abilities.
We get told if this happened and what stuff was sent to the toy.
FOR GROWN UPS: This means that the App has connected to a Hasbro toy over Bluetooth, for example to deliver content like a new song to the toy. We get sent this info with the App ID. Some of our toys may use RFID or audio watermarking instead of Bluetooth to achieve the same general purpose of providing an interaction between the toy and the App. Neither of these technologies share any data with us and are merely a communication protocol between the App and the toy designed to work with the App.
Our Apps can be used to send new content etc., to our toys. Some Apps can "remote control" a toy over Bluetooth, but nothing from any toy other than Game Info is sent back to any App. Our Apps can also send firmware updates to the toy, but only if you deliberately ask it to do so. Our firmware updates are primarily intended to allow the App to continue to be used with the toy should the device operating system be upgraded or if the App is updated with new game features.
We do not use the device's Bluetooth or other communications functions for anything other than the game play the App and connected toy are expected to do as described on the packaging or other promotional material.
Your App can tell you things like, there's a video you haven't watched yet or if there’s something new you can do or try in the App. If you don't want this, please get your mom or dad to change it in the device settings.
FOR GROWN UPS: Some of the Mobile Apps may send local notifications to a user’s device. Local notifications operate differently from “push” notifications. Specifically, local notifications are messages delivered directly through the Mobile App and do not require collection or use of user personal information (other than the use of App ID, solely for the purpose of noting that the message was triggered and sent). For example, a local notification may let users know that they have an unwatched video or that, based on a timer automatically run within the App, that Furblings are ready to hatch. Please note that you may opt-out of receiving local notifications on a device by changing the device settings.
If you have Beyblade Burst you can write down a code that the App displays on your user profile page. If you ever delete your App, you can use this code to restore all of your progress in the App.
FOR GROWN UPS: The “Restore Code” is associated with the Game Info Hasbro stores on its private AWS game hosting data base. It allows players to return their App to its last current state. The Restore Code is automatically generated by the App on first running. It is provided as a convenience for players to have a way of restoring their game if a player deletes the App from his or her device. A player may not restore someone else’s game or lookup Restore Codes. Hasbro only knows about in-game progress from the restore code.
If you have My Little Pony: Friendship Celebration or Love2Learn Elmo, you can take photos and save them on your device. But our App doesn't send the photos to us or anyone else.
FOR GROWN UPS: Love2Learn Elmo (aka Fun2Learn Elmo) and My Little Pony: Friendship Celebration Apps give users the ability to take pictures and save them to an in-app photo album or to the user’s mobile device and these pictures are not saved with additional "metadata" (when the photo was taken, where etc.) and are not collected or shared by us. Nor do we encourage you to share these with others. Note that these are saved to your device’s photo application for your own private use and as such, will consume memory in proportion to the size of the image file(s).
If you have Hasbro Star Wars Studio FX App, you can take videos and save them on your device. But our App doesn't send the video to us or anyone else.
FOR GROWN UPS: Hasbro Star Wars Studio FX App gives users the ability to take video clip recordings with audio and visual effects and save them locally to the app or to the user’s mobile device; however, these video clips are not shared with users through the app and are not collected or shared by us. Nor do we encourage you to share these with others.
We don't get or use photos, recordings or videos on your device.
FOR GROWN UPS: We do not get sent, or have access to, the images in the device’s image library or audio or video recordings in the device's audio or video libraries.
We do not use the camera on the device for anything else and we do not use any other features or functions of the device unless necessary in using the App (e.g., Love2Learn Elmo photos above).
Our Mobile Apps do not take screen shots of activity on the device or perform similar activities.
All Apps can access wi-fi for updates and periodically may send Game Info to us.
3. Who Can See Info from the App?
We let other people and companies see Game Info, to help us keep the App going and make it more fun.
We might have to use info from our App for other good reasons. For example, to protect you, us or someone else, or if the law or police make us use it for something. We can’t imagine that could happen with the info we use, but if it does we’ll tell you about it if we can.
FOR GROWN UPS: We use a third-party service provider, Localytics, to assist us in gathering analytics and statistical data in connection with the Mobile Apps (the Game Info) and to help us to display ads in some Apps.
We use Microsoft Power BI (Microsoft, Inc.) to provide a dashboard for Hasbro employees to generate reports from the aggregated Game Info.
Our third-party app developers have access to aggregated data in Localytics via Localytics dashboards to properly test and implement the analytics events in our Apps.
We use Amazon Web Services (Amazon.com, Inc.) to store content like videos and ads to display in our Apps and Game Info in Hasbro’s own private area of storage within AWS.
For some Apps we use YouTube to store and send Hasbro videos for display in the App from Hasbro's YouTube channel, but we have made efforts to design so that Google does not receive any information from the App other than the information needed to send the video as we only use the YouTube API to provide the raw video feed that we control on our own YouTube channel (i.e., we are able to prevent you from following hyperlinks to other videos or webpages, or even indicating that the videos are coming from our YouTube channel, prevent the display of advertising, whether pre- or post-roll or around the video frame, and prevent the setting of web browser cookies or beacons on your App or device from YouTube using this method).
For multiplayer games like Beyblade Burst, we use Exit Games's Photon Cloud online multiplayer gaming platform. Match stats associated with your Blader ID are sent to our Amazon Web Services storage for purposes of keeping the results of matches for you and other players in your App and displaying progress in leaderboards to you and other players.
United States users only: Please note that the analytics and statistical data collected via our NERF Energy App is shared with UnitedHealthCare; however, this data is used for monitoring the internal operations of the NERF Energy App only and is not linked to an individual’s health records or other personal information.
We do not share your personal information with third-parties other than as described in this MPP, or in connection with the Mobile Apps, including:
With our group companies, third-party vendors, consultants and other service providers or partners who are working on our behalf on the Apps and need access to your information to carry out their work for us. These entities (including those mentioned above) have agreed to maintain the confidentiality, security, and integrity of the personal information they obtain from us, and not to use your personal information for any purpose other than as described in this MPP or as required or permitted by applicable law.
With your consent, to any other person.
4. Where Is Info from the App Kept?
We limit the info we get to Game Info, we try hard not to get personal info like your address.
But if you want to know, we store Game Info in the United States. If we decide to keep the Game Info somewhere else, we'll make sure that is allowed.
FOR GROWN UPS: We strive not to collect any personal information, as described above.
5. How Long is Info from the App Kept?
We limit the info we get to Game Info, we try hard not to get personal info like your address. But in case you want to know, we generally get rid of all Game Info after we no longer have a need for it.
FOR GROWN UPS: We strive not to collect any personal information, as described above.
If we do have any of your personal information relating to the App, we retain your personal information for as long as reasonably necessary to fulfill the purposes outlined in this MPP and in accordance with our retention policies, as applicable, unless a longer retention period is required by applicable laws and/or regulations.
For Beyblade Burst, once the short player matching session is over, data sent to the Photon Cloud is destroyed (except if there was a connection error, then the data is kept for problem solving purposes for 14 days). After a match, game stats including win/loss etc. and Blader ID are sent to Hasbro
6. Note to Parents
If you're not 13 years old yet, please ask your mom or dad to look at this bit.
FOR GROWN UPS: Hasbro has developed the Mobile Apps to be an enjoyable experience for users, including those under 13. Please discuss this MPP with your children who are under 13 so that they will better understand how to use the Mobile Apps and what information they may be asked to provide when using the Mobile Apps. Hasbro believes that providing its visitors with accurate and adequate notice about the Mobile Apps will inform choices and decisions about how to use the Mobile Apps and will better protect its users' privacy. If you have any questions or comments about this MPP, please contact us using the contact information provided below.
Hasbro is committed to compliance with the Children’s Online Privacy Protection Act (“COPPA”), a federal law designed to protect kids online. We take children's privacy seriously and encourage parents to take an active role in protecting their children's privacy and online experience at all times. Except as otherwise outlined in this MPP, we do not collect personal information from our users.
7. You Have Rights About Your Info & Can Complain
We explained we try not to collect any personal info about you like your address. If you think we have, get your mom or dad to ask us to remove it or whatever they and you want us to do with it.
If you're in Europe, you have "rights" about your info. This means you can make us do some things with your personal info or stop us doing some other things with your info, and you can complain if you don't like what we're doing with your info.
We have tried very hard to make sure that we don't get any of your personal info, we try to limit it to Game Info.
But if we have any of your personal info and you're in Europe, you can make us:
Tell you what info we have about you and what we do with it
Fix your personal info if it's wrong
Stop us doing some things with some of your personal info
Not use your personal info while some other things are being sorted out
Take your personal info away from us and send it to someone else
Not show you some marketing.
If you want to ask us about any of these things, just see below on how to reach us.
If you want to understand more it might be good to ask your mom and dad to help you and explain all this.
FOR GROWN UPS: Reviewing, Updating, or Deleting Your (or Your Child’s) Information: As previously mentioned, except as otherwise noted in this MPP we do not collect the personal information of our individual users. However, if you believe that our App may have unintentionally collected your and/or your child’s personal information, you may contact us using the details below [direct link]. We will be happy to honor your request.
If you are a resident of the European Economic Area, and if we do have any of your personal information or your child's (together, personal information), then the following data protection rights apply:
You have the following rights in relation to your personal information: (i) to access, correct, update or request deletion of it; (ii) to object to processing of your personal information; (iii) to ask us to restrict processing of it; (iv) to request portability of it; and (v) to opt-out of marketing communications. You can exercise these rights by contacting us using the contact details provided below. You have the right to complain to a data protection authority about our collection and use of your personal information. For more information, please contact your local data protection authority.
We will respond to requests we receive from individuals wishing to exercise their data protection rights in accordance with applicable data protection laws.
8. Keeping Your Personal Info Safe
We try not to get any of your personal info. But we do things meant to keep safe any personal info that we might get.
FOR GROWN UPS: We strive not to collect any personal information, as described above. However, Hasbro has established policies in an effort to protect any personal information it may have against loss, misuse and unauthorized access, disclosure, alteration and/or destruction. For example, Hasbro strives to provide only those employees performing a legitimate business function with access to personal information. Hasbro also reviews its security procedures periodically to consider appropriate new technology and updated methods.
Despite our efforts, please be aware that no security measure is ever perfect or impenetrable. To that end, Hasbro will notify users of a data breach affecting any of their personal information that Hasbro may have, as necessary in accordance with applicable law.
9. If You’re in California
We don't let others have any of our App info or Game Info to help them sell anything targeted to you.
FOR GROWN UPS: Since 2005, California Civil Code Section 1798.83 permits users who are California residents to request certain information regarding our disclosure of personal information to third-parties for their direct marketing purposes. We do not knowingly share personal information collected by Hasbro via the Mobile Apps with third-parties for their direct marketing purposes. If you have any questions regarding our disclosure policy, however, please contact us at:
Attn: App Administrator
1027 Newport Avenue, Mailstop: A906
Pawtucket, RI 02861
10. How to Ask Us a Question
We hope we have helped you to understand how we use your information. If you want to know more, you can click here to ask us anything, or get your mom or dad to call us, send us an email or send us a letter using the info below:
If you have questions or concerns regarding this MPP, e.g. if you believe that our App may have unintentionally collected your and/or your child’s personal information, please contact us at:
FOR GROWN UPS: Contact Us:
For parents and consumers who are located outside of the United States:
Free phone: 00800 2242 72 76
Or write to us at:
Hasbro Consumer Affairs Department
PO Box 43
Gwent NP19 4YH
For DPO requests, please contact us at DPO@hasbro.com.
For parents and consumers who are located within the United States:
Attn: App Administrator
1027 Newport Avenue, Mailstop: A906
Pawtucket, RI 02861
For any other issues, please contact http://corporate.hasbro.com/en-us/consumer-care.
As mentioned above, Hasbro is a licensee of the ESRB’s Privacy Certified Program. If you believe that we have not responded to your privacy-related inquiry or your inquiry has not been satisfactorily addressed, please contact ESRB at https://www.esrb.org/privacy/contact.aspx, or:
Attn: Privacy Certified Program
420 Lexington Avenue, Suite 2024
New York, NY 10170
11. When Can this Change and How?
We might change what we say here. The date at the top shows the last date we did this.