IMPORTANT ADDITIONAL INFORMATION FOR U.S. RESIDENTS

Last Updated: February 27, 2026

In conjunction with the information provided under our Privacy Policy, this section provides additional information for U.S. residents. Certain U.S. states, including California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah and Virginia, have privacy laws that regulate personal information we process. This section will include disclosures required by these laws and describe our information practices, including how we collect, use, disclose, sell, share and retain personal information.

This section will provide a comprehensive description of our online and offline practices. For information about rights that may be available to U.S. residents under state privacy laws, please see the U.S. State Privacy Rights Addendum.

Categories of Personal Information that We Collect, Disclose, Sell and Share

Personal information (or personal data) is typically defined as any information that identifies, relates to, describes, is reasonably capable of being associated with or could reasonably be linked, directly or indirectly, with a particular consumer or household.

Below, please find the categories of personal information that we have collected, sold, shared for targeted advertising (also called “cross-context behavioral advertising”), and/or disclosed to service providers (also called processors) for a business purpose in the preceding 12 months.

NAME, CONTACT INFORMATION AND IDENTIFIERS:
Identifiers such as a real name, postal address, unique personal identifiers, online identifiers, Internet Protocol (IP) address and email address.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? YES

CUSTOMER RECORDS:
Paper and electronic customer records containing personal information, such as name, address, telephone number, credit card number and debit card number.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? NO

PROTECTED CLASSIFICATIONS:
Characteristics of legally protected classifications such as gender and age. We disclose this information solely to enable account registration and to comply with laws.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? NO

PURCHASE HISTORY AND TENDENCIES:
Commercial information, including products or services purchased, obtained, or other purchasing or consuming histories or tendencies.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? YES

USAGE DATA:
Internet or other electronic network activity information, including, but not limited to, browsing history, search history and information regarding a resident’s interaction with a website, application or advertisement.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? YES

AUDIO/VISUAL:
Audio, electronic, thermal, visual information, such as photos, videos and call recordings/transcripts.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? NO

PROFILES AND INFERENCES:
Inferences drawn from any of the information identified above to create profiles reflecting the resident’s preferences, characteristics or behavior.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? YES

OTHER PERSONAL INFORMATION:
Other personal information that is linked to the personal information we collect, such as information residents provide us with when visiting LEGO Discovery Centers and LEGOLAND Discovery Centers. This may include, for example, dietary requirements.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? NO

SENSITIVE PERSONAL INFORMATION:
We collect certain sensitive personal information as defined by applicable laws, including children’s information (as permitted by law), financial information (e.g., credit card data for purchasing), and health information that you provide in connection with services (e.g., allergies or accessibility needs. As required by law, we obtain consent to process sensitive personal information.

Do we collect? YES
Do we disclose for business purposes? YES
Do we sell or share for targeted advertising? NO

Sources of Personal Information

We generally collect personal information from the following categories of sources: directly or indirectly from you, your device(s), our subsidiaries/affiliates, data analytics providers, advertising networks and social media platforms, business partners, service providers, regulators and data brokers.

Purposes of Collection, Use and Disclosure

As described in Section 2 “How does the LEGO Group use your personal data?” of our Global Privacy Policy, in general we collect, use, disclose and otherwise process personal information for the following business or commercial purposes, or as otherwise directed or consented to by you:

LEGO apps, app-connected toys and online channels;
Order fulfilment;
Customer support;
Digital Marketing communications (e.g., email, SMS, push messages in app messages or similar direct electronic marketing);
Printed marketing including catalogs and newsletters and other print marketing;
LEGO Insiders account/LEGO account/administration and statistics & insights;
LEGO Insiders account/LEGO account personalized experience and marketing;
Contests, sweepstakes, marketing and other promotions;
The social networks of the LEGO Group;
Third-party social networks;
Live-streaming events (in-store and online);
Video monitoring and collection of images (in stores and other relevant LEGO Group locations);
Business partners and commercial relations;
Research; and
General business and operational support.

We may disclose each category of personal information we collect to our trusted vendors for business purposes, such as IT service providers, global payment provider and processing partners, cloud storage partners, Content Delivery Network partners, fraud prevention and detection partners and agencies, warehouse, packing, shipping and delivery partners, catalog printing, mailing and postal partners, third-party providers who help us to provide customer support, survey, questionnaire and product review suppliers, professional advisors, gaming platform partners, online marketplace partners and photography service providers.

We also may process de-identified information for various purposes. We maintain and use de-identified information only in de-identified form—we do not attempt to re-identify such information except as needed to determine that the information is appropriately de-identified.

We do not sell or use personal information for profiling in furtherance of decisions that produce legal or similarly significant effects.

Sales and Sharing of Personal Information

While we do not sell personal information to third parties in exchange for monetary compensation, we may make information available to our business partners and allow third-party advertising companies to collect personal information. We treat these activities as “sales” or “sharing” for targeted advertising, and these activities involve the following categories of personal information: (i) Name, Contact Information and Identifiers; (ii) Purchase history and tendencies; (iii) Usage Data, and (iv) Profiles and Inferences. For these activities, we disclose these categories of personal information to business partners, subsidiaries/affiliates, data analytics providers, advertising networks, data brokers and social media platforms.

Residents may have the right to opt out of these activities. To opt out of sales or sharing of personal information for purposes of targeted advertising, please visit the “Do not sell/share my personal information” button in our website footer and place the toggle in the “Off” position, or visit our website with the Global Privacy Control (GPC) enabled. The GPC is a third-party tool. You can activate the GPC by implementing a browser or extension that offers this tool. Our websites have implemented mechanisms to respond to GPC signals that we receive, where required, and we treat these signals as requests to opt out of sales and sharing for targeted advertising.

To opt out of other sales of personal information, you may call us toll-free at 1-800-835-4386 or email [email protected].

State Privacy Rights

Certain U.S. states, including California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia, have privacy laws that provide rights to residents of those states. For information about rights that may be available under state privacy laws and how to exercise these rights, please see the U.S. State Privacy Rights Addendum.

Retention Period

We retain the categories of personal information outlined above for the period necessary to fulfill the purposes outlined in this policy unless a longer retention period is required or permitted by law. To determine the appropriate retention period for personal information, we consider the amount, nature and sensitivity of the personal information, the potential risk of harm from unauthorized use or disclosure of personal information, the purposes for which we process personal information and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

Notice of Financial Incentive and Loyalty Program

The LEGO Insiders program includes a voluntary LEGO Insiders loyalty program, which may be considered a financial incentive program under California law and a bona fide loyalty program under other state privacy laws. The value of the personal information that we collect is reasonably related to the expenses related to offering you the LEGO Insiders loyalty program. The LEGO Insiders terms and conditions are available at https://www.LEGO.com/en-us/insiders/terms. Depending on your state of residence, you may have the right to opt in to any financial incentives offers and be notified of their material terms, and the right to be able to opt out of such offers at any time.

LEGO Insiders loyalty program (‘Loyalty Program’): If you’re at least 18 years old, you can join the Loyalty Program. Members of the Loyalty Program can accumulate and collect loyalty points (‘Points’) by making a qualifying purchase of a LEGO product in: A LEGO Store, on www.LEGO.com, or in Participating Third-Party LEGO Stores, as well as in other participating third-party retailers as designated by the LEGO Group from time to time. Members of the Loyalty Program may also earn Points in other ways, as specifically communicated by the LEGO Group in emails or online postings from time to time. The LEGO Group may decide to introduce additional ways of earning Points from time to time. Points can be redeemed for discounts on future purchases, exclusive rewards, promotions and events. Members of the Loyalty Program also get special early access to select new items. When you register your LEGO Insiders account, you’ll receive a digital card that you can download to your smartphone.

Opting Into the LEGO Insiders Program: You can opt into the Loyalty Program by:

a) Signing up in a physical LEGO Store or Participating Third-Party LEGO Stores (find a local, participating store https://www.LEGO.com/en-us/stores)

b) Contacting LEGO Customer Service through the contact info found here and subsequently, through use of a confirmation code or link in an email received upon in-store sign-up, confirming the LEGO account and Loyalty Program membership. The sign-up process will not be completed until a LEGO account has been created and the Loyalty Program Card has been connected to the LEGO account profile.

c) Signing up on LEGO.com/insiders and creating a profile. After you sign up, you’ll receive a welcome email and your digital card.

Withdrawing From the Financial Incentive Program: You may terminate your LEGO Insiders account or cancel your LEGO Insiders membership at any time by contacting the LEGO Group through our Customer Service, either by phone, email or through the Customer Service at https://www.LEGO.com/en-us/service. When contacting Customer Service, you will be asked security questions relating to your LEGO account profile to verify that it is your LEGO Insiders membership profile.

Personal Information Processing for the Loyalty Program

In order to provide you with the incentives described in the Terms & Conditions, the LEGO Group uses personal information about you including your Name, Contact Information and Identifiers (specifically, full name, postal address, valid email address and phone number, country and region of residence, date of birth and LEGO account details, etc.); Customer Records (specifically, points earn activities, points redemption activities, coupon/code redemption, download activities, etc.); Purchase History and Tendencies (specifically, purchase history, participation in promotional events such as sale, gift with purchase, bonus points periods, early access, etc.); and Profiles and Inferences (specifically, survey and polling responses; participation in activities, games, apps and events; theme, product and category preferences; product registration, etc.).

We may disclose your personal information and/or make it available to other members of the LEGO Group, store operators and our suppliers and/or service providers. We also may disclose your status as a Loyalty Program member to business partners, and this disclosure may be considered a “sale” under state privacy laws. You can opt out of these disclosures by calling us toll-free at 1-800-835-4386 or by emailing [email protected].

Summary of Terms and Estimate of Value and Methods

As more fully described in the Terms & Conditions at https://www.LEGO.com/en-us/insiders/terms, Points may be earned for a qualifying purchase of a LEGO product in a LEGO Store, on LEGO.com and in participating stores at LEGOLAND Parks and LEGOLAND Discovery Centers.

Qualifying purchases are defined as any service or merchandise available for purchase, excluding gift cards. Members of the Loyalty Program may also earn Points in other ways as specifically communicated by the LEGO Group in emails or online postings from time to time.

The LEGO Group may also, at its sole and absolute discretion, award ‘bonus’ Points for certain actions (such as early enrollment or frequent activity). Additional rules and restrictions may apply to such bonus Point promotions, which are explained more specifically at the time of the promotion.

Points can be used only for the purposes expressly specified in the Terms & Conditions or as set out more specifically in the terms for rewards, promotional offers or activities that are offered from time to time.

While Points have no cash value, we have estimated in good faith in the United States that 6.5 points is equivalent to $0.05. The basis of calculation for the Loyalty Program is Points that are credited to a member’s LEGO Insiders account. The method for calculating the Points is the same globally, but the number of Points a Member of the Loyalty Program may earn on the purchase of a particular product will differ from country to country, as the price will be different. The Points and awards allotment principles can be found at https://www.LEGO.com/en-us/Insiders and will be updated from time to time.

The expenses associated with the program incentives will vary as it is dependent on your engagement with the Loyalty Program, including the amount of products you purchase, your interactions with or answers to certain Loyalty Program questions and the frequency and type of discounts you choose to use.

We reserve the right to make special rewards or promotional offers or activities available to groups of Members of the Loyalty Program based on their program activity, including, but not limited to, points status and history, country of residence, shopper history/product preferences and rewards history. The terms and conditions for such special rewards or promotional offers/activities, and the nature, scope, duration and availability of such special rewards or promotional offer/activities will be presented with the offer/activity and may differ from time to time.

Third-Party Rewards: Please note that some rewards or promotions or offers are delivered and operated by third parties independent of the LEGO Group and may be subject to separate privacy conditions and may require separate consent for use of your personal information. The LEGO Group will inform you that you are now about to leave the LEGO platform/website. Please make sure that you read any terms and conditions carefully before agreeing.

CALIFORNIA PRIVACY RIGHTS METRICS

Request to Know
Requests Received: 6
Requests Completed in Whole or in Part: 6
Requests Denied: 0
Average Days to Complete: 15

Request to Delete
Requests Received: 36
Requests Completed in Whole or in Part: 2
Requests Denied: 0
Average Days to Complete: 37

Request to Correct
Requests Received: 44
Requests Completed in Whole or in Part: 44
Requests Denied: 0
Average Days to Complete: 0

Do Not Sell My Personal Information
Requests Received: 9
Requests Completed in Whole or in Part: 9
Requests Denied: 0
Average Days to Complete: 5

This data reflects all requests received from individuals in the U.S. as well as certain requests from individuals outside of the U.S. between August 1, 2024 and July 31, 2025.