ADDENDUM FOR RESIDENTS OF MEXICO

• Technical Data
• Usage Data
• Tracking Data
• Transaction Data
• Identity Data
• Profile Data
• Reviews and Feedback Data
• Forum Data
• Marketing & Communications Data
• Additionally, some of the above data is collected using cookies on our apps, app-connected toys or websites. See Section 3 of this Policy or our [Cookie Policy][2]
• If you want to set up a LEGO® Insiders account/LEGO account (LEGO account) for use on our apps and online channels, we process certain Identity Data, Contact Data and Profile Data, which is provided by you when signing up for a LEGO Insiders Account/LEGO account or editing your profile.

• To optimize the user experience and the functionality of our apps, app-connected toys and online channels.
• To deliver tailored marketing, including retargeting, for users above the age of majority.
• To measure the effectiveness of our marketing on third-party platforms for users above the age of majority.
• For users above the age of majority, to deliver a tailored website content and experiences based on the data we have about you.
• To improve and tailor your experience on our apps, websites and services (like the LEGO Insiders program, www.bricklink.com and www.LEGO.com).
• To ensure that content from our apps and websites is optimized for you and for your computer or device.
• To allow you to participate in interactive features when you choose to do so.
• To help you setup a LEGO Insiders account/LEGO account.
• To verify and document that the creator of a LEGO Insiders account/LEGO account is not a child under the age of digital consent.
• To be able to generate statistics and insights based on Aggregated Data to understand the health of our business and measuring the effectiveness of our advertising campaigns and promotions.
• To give adult users relevant marketing both when engaging with us in our own channels as well as via third-party channels (e.g., social media, search sites, market places).
• To find/recruit potential new customers that look like our current customers.
• To detect and respond to cybersecurity events targeting customer accounts, including to prevent fraud and abuse and to reduce risks of account takeovers and/or data breaches.
• To enable community features including forums, reviews and user-generated content.

• Your consent, art. 7, LFPDPPP, in connection with our use of cookies (to the extent such consent is provided).
• Your consent, art. 7, LFPDPPP, in connection with delivering a tailored website experience.
• Your consent, art. 35, LFPDPPP, for sharing your personal data with third-party platforms for the purpose of remarketing, look-alike, suppression and attribution activities.
• Your consent, art. 7, LFPDPPP. To be able to optimize and improve our apps and online channels, to be as relevant to our adult consumers as possible in our marketing efforts both in our own channels as well as in third-party channels; to ensure that our apps, app-connected toys and websites are running smoothly for consumers.
• Legal obligation, art. 9 (IV), 18 LFPDPPP. Our obligation to be able to respond timely to privacy and safety threats relating to use of our customers’ accounts.
• Consent, art. 7, LFPDPPP. To enable our LEGO community and forums to thrive and for us to receive feedback to improve our business.

• Identity Data and Contact Data
• Transaction Data
• Financial Data
• Dispute Data
• If you want to set up a LEGO® Insiders account/LEGO account (LEGO account) for use on our apps and online channels, we process certain Identity Data, Contact Data and Profile Data, which is provided by you when signing up for a LEGO Insiders account or editing your profile.
• Transaction Data
• Technical Data
• Marketing and Communications Data

• To fulfill the purchasing agreement made with you, which includes processing and shipping your orders and administering your rights to return goods or file a complaint.
• To be compliant with legislation concerning e.g., product recalls, bookkeeping and consumer rights.
• To know who our shoppers are.
• To allow you to store your Payment Data, Identity Data and Contact Data or similar for ease of future purchases or interactions with us.
• To conduct fraud prevention activities.
• To send you marketing messages.

• Performance of a contract, art. 9, (I), (IV) LFPDPPP, in relation to our mutual purchasing agreement.
• Legal obligation, art. 9, (I), (IV) LFPDPPP, in relation to our compliance with legislation concerning e.g., product recalls, bookkeeping and consumer rights.
• Consent, art. 7, LFPDPPP. Our interest in knowing our shoppers and providing them with a seamless shopping experience.
• Legal obligation, art. 9, (I), (IV), 18 LFPDPPP. Our obligation is to prevent fraudulent activities in connection with purchases made on our websites.
• Consent, art. 7, LFPDPPP – for sending you marketing messages.

• Identity Data
• Contact Data
• Transaction Data
• Usage Data
• Technical Data and Information about technical issues
• Product questions/complaints
• Social Media Data and other feedback (e.g., relayed via our communication channels)
• Reviews and Feedback Data
• Dispute Data
• Seller Verification Data
• General questions
• Other information or content regarding the reason for your inquiry

• To provide you with support.
• To locate orders or send you replacements.
• To gain insights on how we can improve our products and services and attractions.
• To act according to applicable law and regulatory standards in responding to consumer complaints.
• To fulfill the agreement we have made with your regarding your purchase from us.

• Your consent, art. 7, LFPDPPP. Our interest is to optimize our customer services and products, and to provide excellent support to our customers
• Legal obligation, art. 9 (I), LFPDPPP, in connection to our compliance with legislation
• Performance of a contract, art. 9 (IV), LFPDPPP, in relation to our mutual purchasing agreement

• Consented to one or more of our digital marketing communications in countries where opt-in consent is legally required.
• Have not opted out of receiving one or more of our digital marketing communications.

• Marketing and Communications Data
• Necessary Identity Data
• Information about which type of marketing communication you open and how you engage with the content, including Tracking Data and Usage Data.

• To be able to deliver our relevant digital marketing communications to you.
• To run internal statistics and gain insights and to optimize and tailor both the content and delivery of our communications newsletter to those who want to receive it.
• To give you relevant marketing based on your interests and preferences both when engaging with us in our own LEGO® branded channels as well as via third-party channels (e.g., social media, search sites, market places).
• To find/recruit potential new customers that look like our current customers (‘look-alike’) or ensure that our current customers are not targeted with irrelevant marketing messages (‘suppression’).

• Your consent, art. 7, LFPDPPP, which is provided upon your subscription to the marketing communication.
• Your Consent, art. 7, LFPDPPP, for us to understand our marketing effectiveness outside our own channels (e.g., via social media, search engines or market places).
• Your consent, art. 7, LFPDPPP, to allow us to target you with personalized marketing outside of our own branded channels (e.g., via social media, search engines or market places).
• Consent, art. 7, LFPDPPP. It is our interest to provide you with relevant content of your marketing message based on aggregated insights from shoppers and users on our website.
• Your Consent, art. 7, LFPDPPP. For us to get statistics for internal use to improve our products and services.

• Shopped on our website.
• Not opted out of receiving printed marketing from us.
• Actively requested to receive a LEGO® catalog.
• Allow a third-party data broker to send you marketing information via regular mail.

• Marketing and Communications Data
• Necessary Identity and Contact Data
• Transaction and Usage Data

• To send you our postal marketing including catalogs.
• To share with our third-party data brokers and data aggregators to ensure you are not being sent a LEGO Catalog or other LEGO printed marketing from both of us at the same time (also called data suppression) or forward your opt-out request to them (where they are data controllers of your personal data)
• Based on aggregated data, understand the relevance and effectiveness of our marketing towards you to find new customers that are similar to you.

• Your consent, art. 7, LFPDPPP, to send you printed marketing containing similar products to what you have purchased or browsed (allowing you subsequently to opt out).
• Your consent, art. 7, LFPDPPP, to send you the printed marketing including catalogs you have expressly requested from us.
• Your consent, art. 7, LFPDPPP, to allow us to use other data we have about you to specifically tailor the content of the printed marketing including catalogs we send to you.
• Your Consent, art. 7, LFPDPPP, for us to ensure a good LEGO brand experience.
• Your Consent, art. 7, LFPDPPP, for us to understand the general marketing effectiveness of our printed marketing overall.
• Your Consent, art. 7, LFPDPPP, for us to use your data to better understand the characteristics and preferences of our existing customers and use that to find new customers similar to you.
• Your consent, art. 7, LFPDPPP, to allow us to use other data we have about you to specifically tailor the content of the printed marketing including catalogs we send to you.

• We process certain Identity Data, Contact Data and Profile Data, which is given by you when signing up for a LEGO® Insiders account/LEGO account or editing your profile.
• Information about your LEGO Insiders card number.
• Transaction Data if you have utilized your LEGO Insiders membership/LEGO account in connection with purchases.
• Information collected using cookies (to the extent you have consented to the use of cookies) including Technical Data, Tracking Data and Usage Data.

• For us to be able to administer your LEGO Insiders membership/LEGO account and provide you with access to LEGO Insiders membership/LEGO account benefits.
• For us to be able to communicate with you about your LEGO Insiders membership.
• To see how you have earned and spent your LEGO Insiders points.
• To create a tailored experience when you are logged in to your LEGO Insiders account/LEGO account, which includes to show products we think you may like.
• To generate statistics and insights based on Aggregated Data to improve the LEGO Insiders program and to create more value for our shoppers, consumers, as well as BrickLink® users, who sign up. For instance, this includes to improve future rewards selection and policy changes of the LEGO Insiders program. We do this to be able to assess and optimize the health of the LEGO Insiders program/BrickLink services and to administer, develop and market the program.
• To give you relevant marketing based on your interests and preferences both when engaging with us in our own LEGO branded channels as well as via third-party channels (e.g., social media, search sites, marketplaces).
• To find/recruit potential new customers that look like our current customers (‘look-alike’) or ensure that our current customers are not targeted with irrelevant marketing messages (‘suppression’).

• Performance of a contract, art. 9 (IV), LFPDPPP, which is our agreement with you about your LEGO Insiders account.
• Your Consent, art. 7, LFPDPPP. To provide you with relevant information when using our platforms.
• Your Consent, art. 7, LFPDPPP, in connection with our use of cookies (to the extent such consent is provided).
• Your Consent, art. 7, LFPDPPP, in connection with our interest in generating statistics and insights based on Aggregated Data.
• Your Consent, art. 7, LFPDPPP, for us to use your data to better understand the characteristics and preferences of our existing customers and use that to find new customers that are similar to you.
• Your Consent, art. 7, LFPDPPP, for us to understand our marketing effectiveness outside our own channels (e.g., via social media, search engines or market places).
• Your consent, art. 7, LFPDPPP, to allow us to share your data with third parties to target you with relevant marketing content outside of our own channels (remarketing or suppression) or find others like you to serve such marketing content to (‘look-alike’) e.g., via social media, search engines or marketplaces.

• Transaction Data, Tracking Data and Transaction Data if you have utilized your LEGO Insiders membership/LEGO account in connection with purchases, which includes information about which webpages you are browsing on LEGO.com and which products you are clicking on when you are logged into your LEGO Insiders account/LEGO account.
• Information about which emails or other marketing messages you open and click.
• Information collected using cookies (to the extent you have consented to the use of cookies) including Technical Data, Tracking Data and Usage Data.
• Information about which contests or sweepstakes you participate in.
• Information about which products you have registered in your LEGO Insiders account.

• Your consent, art. 7, LFPDPPP, in connection with advanced analytics. Your consent can be provided by opting in when creating a LEGO Insiders account or by opting in on your LEGO Insiders account page.
• Your consent, art. 7, LFPDPPP, in connection with personalization flow on LEGO.com.
• Your consent, art. 7, LFPDPPP, in connection with our use of cookies (to the extent such consent is provided).

• Identity Data
• Contact Data

• To administer contests and sweepstakes.
• To generate statistics and insights based on Aggregated Data for us to establish the health of our business and of our campaigns and promotions.
• To contact you if you win a prize.
• Fulfill regulatory requirements.

• Performance of a contract, art. 9 (IV), LFPDPPP, which is our agreement with you about the terms of the contest or sweepstake.
• Your Consent, art. 7, LFPDPPP, for us to generate statistics and insights based on Aggregated Data and in connection with contacting you if you win a prize.
• Legal obligation, art. 9 (I), LFPDPPP

• Reviews and Feedback Data

• Forum Data

• Technical Data

• Tracking Data

• Usage Data

• Social Media Data

• To answer your questions.
• To moderate content and detect inappropriate behavior in accordance with Digital Services Act requirements, including content moderation on the BrickLink community forums.
• To facilitate community discussions and interactions.
• To report on and analyze user engagement on the platform.
• To give you the opportunity to influence which new products we launch.
• To enable you to share information with other users.

• Legal obligation, art. 9 (I), LFPDPPP, in connection with answering your questions and reporting and analyzing on user engagement.
• Legal obligation, art. 9 (I), LFPDPPP, in connection with content moderation and age verification requirements under applicable laws including the Digital Services Act.
• Performance of a contract, art. 9 (IV) LFPDPPP, which is our agreement with you regarding the BrickLink community forum and marketplace.
• Performance of a contract, art. 9 (IV) LFPDPPP, which is our agreement with you about intellectual property rights assignment.
• Your consent, art. 7, LFPDPPP, in connection with advanced analytics and content you post to our social networks.

• Interact with third-party social networking features, such as ‘Like’ functions.*
• Interact with us, or provide feedback in relation to our brand on social media platforms. For example, where you comment on our social media posts, or otherwise provide feedback in relation to LEGO® products/activities on other public pages or posts.

• Social Media Data including any sharing of our social media account posts or other user-generated content.
• Analytical performance data for social media posts and digital ads.
• Social Media Data
• Profile Data
• Reviews & Feedback Data

• To report on and analyze user engagement with the content posted on the platform(s).
• To give you the opportunity to influence which new products we launch.
• To enable us to collate messages that we receive via social media platforms into a central system so that we can respond to individuals more efficiently in line with our brand image and values.
• To gain insights to understand the perception of our brand and the demographic of individuals who interact with and provide feedback in relation to our brand on social media platforms.

*The social media platforms may use personal information collected from the social network account of the LEGO Group on their platform for their own purposes as described in their own privacy policies.

Your consent, art. 7, LFPDPPP, where necessary to gain insights into the perception of our brand and persons who interact with and provide feedback in relation to our brand, and to provide more efficient customer support in line with our brand image and values.

• To be able to host live-streaming events to engage with consumers.
• Allow consumers to engage with us in the live chat during live streams.

• With your consent, art. 7, LFPDPPP, in connection with your direct participation in such live-streaming events.
• With your consent, art. 7, LFPDPPP in connection with persons being captured in the audience or background of a live-streaming event in an incidental way.

• To prevent and document criminal violations, including forced entry, robbery, theft, assault or fraud and to provide security and safety for employees.
• To analyze foot traffic, store layout and in-store service offerings to enable the best possible store experience.

• To allow the Mosaic Maker or the Minifigure Factory to create the image or label requested by the consumer.
• To defend our rights, art. 9 (IV), LFPDPPP, in connection with preventing a breach of law or crimes being committed on LEGO® locations.

• Enter into a commercial relationship with us as a company or private person.
• Choose to participate as a seller on our online marketplace on BrickLink.

• Identity Data
• Contact Data
• Transaction Data
• Profile Data
• Other personal information you provide us with.
• Seller Verification Data

• To be able to manage the commercial relationship with you or your company.
• To fulfill our obligations in the commercial relationship.
• To conduct automated risk assessment for marketplace transactions.
• To verify seller identity and prevent marketplace fraud.

• Performance of a contract, art. 9 (IV), LFPDPPP, in relation to our mutual contractual relationship
• Your Consent, art. 7, LFPDPPP. To manage our relationship with you or your company.
• Performance of a contract, art. 9 (IV), LFPDPPP, in relation to our mutual contractual relationship.
• Defend our rights, art. 9 (IV), LFPDPPP. It is our right to carry out measures to prevent fraud, ensuring platform safety, and conducting risk assessments for marketplace transactions.
• Legal obligation, art. 9 (I), LFPDPPP, in relation to our compliance with legislation concerning, e.g., dispute resolution and fraud prevention.

• Identity Data
• Contact Data
• Photos or videos (if the research is conducted in person).
• Review and Feedback Data
• Other personal information you provide us with.

• To improve our existing products and services.
• To develop and improve new products and services.

• Performance of a contract, art. 9 (I), LFPDPPP, in relation to the market research participant release.
• Consent, art. 7 LFPDPP, for any use of survey answers provided by the participant in personalized direct marketing targeted the participant specifically.
• Your consent, art. 7 LFPDPPP, for use of the data and insights collected at an aggregated level to develop and/or improve new or existing products and services.