• INTERACTIVE PIKACHU BUILDING TOY – Training House with Pikachu (72164) is a LEGO® SMART Play™ All-in-One Set including a SMART Brick, SMART Charger and 4 SMART Tags to power up immersive play
• EMBRACE THE ACTION – The SMART Brick built into Pikachu generates responsive sounds and lights when it comes close to a SMART Tag, such as when training for battle
• SMART POKÉMON FIGURE – Bring adventures with Pikachu to life with a responsive SMART Brick that senses and reacts to how kids move and play
• SCREEN-FREE PLAYTIME – Kids join friends and family to prepare Pikachu for battle and embark on endless role-play adventures with the popular Pokémon
• WHAT’S IN THE BOX – 1 SMART Brick (approx. 45 minutes of play per charge, compatible with other SMART Play™ sets), 1 SMART Charger, 4 SMART Tags, 1 Pikachu figure, a brick-built treehouse and more
• GIFT IDEA FOR KIDS – This collectible toy makes a great birthday present or any day treat for boys and girls ages 6 and up who love Pokémon and building toys
• LEGO® SMART ASSIST APP – Get started, troubleshoot, control sound, download updates and activate a built-in microphone (activation requires permission and firmware update) for potential future features
• DIMENSIONS – The treehouse, training dummy and bush in this 400-piece building toy measures over 8 in. (20 cm) high, 11 in. (27 cm) wide and 4 in. (11 cm) deep

DATA ACT PRODUCT INFORMATION NOTICE

Connected Product: LEGO® SMART brick

1. Product Data Generation

Type of data generated as part of normal use:

The connected product is capable of generating the following types of product data:

• Battery level
• Battery charging characteristics
• Orientation of the SMART Brick
• Bluetooth connection
• Identifying SMART Tags and SMART Minifigures
• Gestures (acceleration and movements of SMART Brick)
• Colour detection

In addition, the SMART Brick has a built-in microphone for potential future play experiences. The microphone is currently deactivated, and no data can be generated from it.  Activation will require both consumer’s permission and a SMART Brick update.  

Type of data generated based on consent from the user

The connected product is capable of generating the following types of product data if the user consents to the collection of data through the companion application LEGO® SMART ASSIST™:

Usage statistic relating to:

• Charging performance
• Identified SMART Tag and SMART Minifigure
• Play duration

Data format:

• specific binary format (array of bytes)

Estimated volume of data:

• 10 kb max stored on physical device.

2. Data Generation Characteristics

Continuous and real-time data generation:

The connected product

capable of generating data continuously and in real-time as part of use.

3. Data storage

Storage location:

The connected product stores data:

• ☐ On device (locally on the connected product)
• ☐ On a remote server
• ☒ Both on device and on a remote server
• ☐ No storage (data only transmitted in real-time)

Duration of data retention:

Where data is stored, the intended duration of retention is:

• On device: Automatically deleted after being shared.
• Remote server: For the duration of the period the user maintains a LEGO® Insiders Account and/or the experience is in active support.

4. Data access, Retrieval and Erasure

How to access data:

• If connected, users may access their product usage data via the LEGO® SMART Assist app. The current battery level, Bluetooth connection and consents will be accessible through the user interface of the application.

How to retrieve data:

If a LEGO® Insiders Account holder has consented to data collection, contact may be established via  [email protected] regarding any queries related to data retrieval. For non-account holders, data is not traceable back to anonymous devices.

How to erase data

Users may erase their data by:

• Erasure method for SMART Brick:
1. Open the LEGO® SMART Assist app
2. Go to the settings menu (the gear icon at the bottom of the screen)
3. Open the ‘Consent preferences’ menu
4. Disable the Data collection option.

This action will delete all gathered data on the SMART Brick and prevent it from gathering any usage statistics until setting is changed.

• Erasure method for collected data: LEGO® Insiders Account holders may contact us via [email protected] regarding any queries related to data erasure. For non-account holders, data is not traceable back to anonymous devices.

Technical requirements for the LEGO® SMART Assist app

• Compatible devices: Please check in your preferred app store if your smart device is compatible with the latest version of the LEGO® SMART Assist app.
• Internet connection: Not required for use.
• User account: Not required to use the app in general. Optional log in with the LEGO® Insiders Account is possible.

Related service: LEGO® SMART Assist (Mobile Application)

5. Product Data Collection by Service Provider

Nature of product data obtained:

The service provider will obtain the following product data: Items marked with * will only be shared with the LEGO Group if you have consented to data collection:

• Firmware version
• Ownership token linking the SMART Brick to the LEGO account.
• Usage statistic relating to:
• Charging performance*
• Identified SMART Tag and SMART Minifigure*
• Play duration*

Estimated volume:

• 10 kb. Volume is dependent on how often the product is being played when in connected mode.

Collection frequency:

• Upon each use of the application, when connected to internet and the SMART Brick.

User access arrangements:

• If connected, users may access their product usage data via the LEGO® SMART Assist app. The current battery level, Bluetooth connection and consents will be accessible through the user interface of the application.

• If a LEGO® Insiders Account holder has consented to data collection, contact may be established via  [email protected] regarding any queries related to data retrieval. For non-account holders, data is not traceable back to anonymous devices.

Storage arrangements:

• Storage location: Data is stored both on device and on remote servers if appropriate consent is granted by the user.
• Duration of retention:
• Smart device: Stored for the duration in which the application is installed on the consumer’s device. If the application is deleted or on-device storage is cleared, all generated data will be erased.
• Remote server: For the duration of the period the user maintains a LEGO account and/or the experience is in active support.

6. Related Service Data Generation

Nature of related service data:

The related service will generate the following types of data:

• Data consent information
• User interaction logs including necessary local cookies to keep track of language preferences
• Service usage statistics, that will be shared with the LEGO Group if consent is granted.

Estimated volume:

• Volume of generated data is dependent on the usage pattern of the consumer. As the companion mobile application is not required to use the connected product but serves to set preferences, update the brick and find help, the volume of data generated may vary from nil to moderate.

User access arrangements:

• LEGO® Insiders Account holder who has consented to data collection may establish contact via [email protected] for access, retrieval and deletion of collected data queries. For non-account holders, data is not traceable back to anonymous devices.
• Necessary cookies and data not shared with the LEGO Group can be deleted by uninstalling the app or cleaning the app data in the local storage of mobile device.

Storage arrangements:

• Storage location: Data is stored both on device and on remote servers if appropriate consent is granted by the user.
• Duration of retention:
• Smart device: Stored for the duration in which the application is installed on the consumer’s device. If the application is deleted or on-device storage is cleared, all generated data will be erased.
• Remote server: For the duration of the period the user maintains a LEGO account and/or the experience is in active support.

7. Data Use by Service Provider

Use of data by service provider

The service provider:

use readily available data for its own purposes without consent to do so.

The full LEGO Privacy Policy can be found here https://www.lego.com/legal/notices-and-policies/privacy-policy

Third-party data sharing

The service provider:

intend to allow third parties to use the data.

Selected third-party service providers (e.g., cloud hosting and analytics partners) may process the data on behalf of the LEGO Group. They act strictly as data processors and may not use the data for their own purposes.

8. Service Provider Identity and Contact Information

Data holder identity

The data holder for this related service is:

• Trading name:  LEGO System A/S
• Registered address:

• Registration number:  47458714

Other data processing parties:

Amazon Web Services

Contact information

You may contact the data holder through the following means:

• Email: [email protected]
• Phone: For relevant local consumer contact details, please access https://www.lego.com/service/contact-us
• Online contact form: https://www.lego.com/service/contact-us

Postal address:

9. Data Sharing with Third Parties

How to request data sharing:

Users may request for their data to be shared with a third party by contacting the LEGO Group electronically via: [email protected]. 

How to end data sharing:

Users may end data sharing with a third party by

contacting the LEGO Group electronically via: [email protected]. 

10. Your Rights

Right to lodge a complaint:

In the event that you believe that your rights under Regulation (EU) 2023/2854 have been violated, you have the right to lodge a complaint with the competent authority responsible for supervising compliance with Regulation (EU) 2023/2854.