The 55 Pixels Kids Platform Privacy Policy

Last Modified 24/05/2018

This privacy policy ("Privacy Policy") describes how 55 Pixels Ltd, a private limited company incorporated in England (Company Number: 06221146), having its registered office at Lynton House 7-12 Tavistock Square, London, United Kingdom, WC1H 9LT (referred to herein as "55 Pixels" "us" or "we") collects, uses and shares the personal and non-personal information our players (who we refer to as Players) provide to us across the 55 Pixels Kids Platforms, including but not limited to the websites located at,, the affiliated mobile application known as "WeevilWorld" and any of the 55 Pixels Kids Platform services and features (collectively referred to herein as the "55 Pixels Kids Platform"). This Privacy Policy applies only to the 55 Pixels Kids Platform; it does not apply to any third-party websites or mobile applications to which we may link, nor to any advertisements which may appear within the 55 Pixels Kids Platform.

By using this website or mobile application, you accept this Privacy Policy and our Kids Terms of Service. If you do not accept this Privacy Policy, please do not use the 55 Pixels Kids Platform. Younger visitors should check with their parents or guardians before using the 55 Pixels Kids Platform. If you are a parent or legal guardian, by allowing your child to use the 55 Pixels Kids Platform, you are agreeing to the terms of this Privacy Policy on your child's behalf. It is important that you read and understand this Privacy Policy before allowing your child to use the 55 Pixels Kids Platform.

The 55 Pixels Kids Platform is certified by the kidSAFE Seal Program. The kidSAFE Seal Program is an independent safety certification service and seal-of-approval program designed exclusively for children-friendly websites and technologies, including child-targeted game sites, educational services, virtual worlds, social networks, mobile apps, connected products, and other similar interactive services and technologies. kidSAFE is also an FTC-Approved COPPA Safe Harbor Program. Go to for more information.


  1. What we collect on the 55 Pixels Kids Platform
  2. Why we collect information on the 55 Pixels Kids Platform
  3. How we protect user information
  4. Sharing Players’ personal information
  5. Cookies and Other Tracking Technologies
  6. International Data Transfers
  7. Advertisements
  8. Access, Modify, Delete and Other User Rights
  9. Notice to California Residents / Your California Privacy Rights
  10. Contact us
  11. Revisions to Privacy Policy

1. What we collect on the 55 Pixels Kids Platform

We do not purposely or knowingly collect personal information from you, except under limited exceptions set forth below. Information and content provided by Players goes through our moderation process, which includes technical analysis, automated text moderation, and trained, human moderators. The purpose of the moderation process is to remove any personal information or inappropriate content entered by Players before it is posted on the 55 Pixels Kids Platform or shared with other Players.

User Profile

Creating an account on the 55 Pixels Kids Platform does not require, or permit, the use of any personal information. When you sign up for the 55 Pixels Kids Platform, you create an anonymous account, including a username which is then publicly available inside the 55 Pixels Kids Platform. You may not use your real name, or any other information that could identify you or your location in the creation of your account or in posting content to 55 Pixels. Your 55 Pixels account contains:

  • Username, which may not contain your real name;
  • In-game Character;
  • Your membership status
  • Login status/recency

Plus the following which are not visible to other players:

  • Your Buddies in the 55 Pixels Kids Platform, but these are not visible to other players;
  • Information about your progress and position within the game

Chat and Messaging

Players can chat and message other players in a virtual public area. All chat and messages are moderated and filtered using best of breed moderation technology with human supervision and with tightly controlled kid-specific filtering rules.

Players may block any or all requests to become ‘Buddies’ and for direct chat/messaging.

Players can search for each other on the 55 Pixels Kids Platform with a username using the search and browsing tools on the 55 Pixels Kids Platform.

Communicating with Us

Players may also provide us with personal information by communicating directly with us. For example, if you choose, you may use one of our public email addresses to contact us. If you write to us (or otherwise contacts us), we may ask you to put us in contact with a parent or guardian, through whom we can then provide support. We may also ask you to prove to us that you are the parent of the owner of the Player account you are communicating with us about.

Consistent with the one-time use exception under the Children’s Online Privacy Protection Act, we only use players’ contact information to respond to inquiries, and we then delete Players’ email addresses from our servers.

Password Recovery

You have the option of providing a parent/guardian email address to enable us to recover your password if you forget it. When requesting a password reset, we will ask you for this email address. We will then anonymise the email address by ‘hashing’ it, compare the anonymised hashes of your email address to confirm your identity, and then send you a password reset link using (but not storing) the email address.

Other Non-personal information

We collect other non-personal information about Players whenever they interact with the 55 Pixels Kids Platform. Non-personal information includes the number and frequency of visitors to the 55 Pixels Kids Platform and the length of their stays and how they interact with the Platform, browser name, the type of computer, and technical information about the means of connection, such as the operating system. Information also includes player IP addresses, which we use solely for the internal support of the 55 Pixels Kids Platform, such as security, system administration, and in case requested by law enforcement.

Information (including stored chat and messages) relating to Players who do not have an active membership and who have not logged in to the 55 Pixels Kids Platform within two years is deleted at the next inactive data purge or sooner. Inactive data purges take place at least twice per year.

2. Why we collect information on the 55 Pixels Kids Platform

As set forth above, we collect personal information to serve our legitimate commercial business interests while protecting Players’ privacy. Specifically, we collect email addresses to allow us to respond to their questions or requests, including requests to reset user passwords; and we collect persistent identifiers (e.g., IP addresses) to support the internal operations of the 55 Pixels Kids Platform. We use the non-personal information we collect to improve Players’ experiences, and our products and services.

3. How we protect Player Information

55 Pixels takes reasonable steps to protect against possible breaches of the 55 Pixels Kids Platform. We adopt and implement appropriate and reasonable security practices regarding the collection, storage and processing of the information we collect, such as encryption. We also put in place physical safeguards such as limited employee access and confidentiality agreements with employees and contractors.

Despite our efforts, no security measure is ever perfect or impenetrable. In the event we experience a data breach involving unencrypted personal information, we will notify Players by posting notice on the affected 55 Pixels website or app.

4. Sharing Players’ Personal Information

We do not sell, trade, or rent your personal information to others, and will not do so except as required by law or in connection with a merger, asset sale or similar business transaction (as described below). We may share aggregated demographic or non-personal information not linked to any personal information regarding visitors and Players with our business partners, trusted affiliates and advertisers. Moreover, as set forth below, we use third-party service providers to help us operate our business and the 55 Pixels Kids Platform or administer activities on our behalf.

Service providers

55 Pixels, like many other website and app operators, uses analytics for the purpose of analysing our player base and improving the performance of our online services. The third-party service providers performing these services on our behalf are listed below:

We may also engage other third parties to perform services in connection with the operation of the 55 Pixels Kids Platform. Each of these third parties is contractually obliged to protect the security of any information we share with them, and limited in their use of the information to the services being provided solely to 55 Pixels:

  • Two Hat Security (Community Sift): Your User ID is shared with Community Sift in connection with our moderation process.
  • Google Android: Your identifier is shared with Google Android in connection with performance of network communications.
  • Apple: Your iOS identifier is shared with Apple in connection with performance of network communications.
  • Internet service provider (ISPs): Your IP address is shared with ISPs to ensure legal or regulatory compliance.
  • OVH: Used for Website and data storage.
  • Used for website and data storage.
  • PayPal: If you choose to make purchases through the website, and pay with PayPal. 55 Pixels do not store any credit card or bank information.
  • Stripe: If you choose to make purchases through the website, and pay by card. 55 Pixels do not store any card or bank information.
  • Helpshift: If you communicate with us for support we record the senders email address, the issue, and communications in the Helpshift support issue management system.
  • Sendgrid: If a parent email address is entered or used to request a password reset, Sendgrid handles email deliverability.
  • OneSignal: If you have game-related push notifications opted-in, we use this system to send you game-related notifications.
  • Appsflyer: To identify where new players come to the 55 Pixels Platform from, we use Appsflyer. Your iOS or Android identifier, IP addresses and other technical data are used by Appsflyer to do this.

For more information on the processing of your data by our third-party service providers, please contact us at [email protected].

Law enforcement requests

We may disclose your personal information (a) in the good faith belief that we are required to do so by law; (b) if doing so is reasonably necessary to comply with legal process; (c) to respond to any claims; (d) to enforce the terms and conditions of the 55 Pixels Kids Platform; or (e) to protect the rights, property, or personal safety of 55 Pixels, its Players or the public.

Corporate Transaction

In addition, your personal data may be disclosed as part of any proposed or actual merger, sale, and transfer of 55 Pixels assets, acquisition, bankruptcy, or similar event.

5. Cookies and other tracking technologies

We may use cookies, local storage and other tracking technologies to collect information about visitors to the 55 Pixels Kids Platform and to help optimise their user experience. Cookies and local storage are a way of remembering a Player or visitor based on their device. Cookies are pieces of information that a website sends to a user’s computer while the user is viewing the website. A user can choose to have his or her computer warn the user each time a cookie is sent, or the user can choose to turn off all cookies. Players can do this through their browsers’ (e.g., Edge, Firefox, Chrome) settings. If a user turns off cookies, the user may not have access to certain features that make the web experience smoother.

Cookies are used for internal support only and are not linked to Players’ personal information.

Do Not Track disclosure

Your browser may allow you to set a Do Not Track (DNT) signal indicating that you do not wish your online activity to be tracked. Currently, our system does not support and does not act on DNT signal headers that we may receive.

6. International Data Transfers

We operate globally and may transfer your personal information to individual companies or third parties in locations around the world for the purposes described in this Privacy Policy. Wherever your personal information is transferred, stored or processed by us, we will take reasonable steps to safeguard the privacy of your personal information and will comply with all applicable laws.

7. Advertisements

We may serve advertising from child-friendly brands. Advertising supports us in keeping the 55 Pixels Kids Platform free to use. Any ads we serve will be delivered by ad serving technology which has been designed to be compliant with COPPA and is certified as such by the ESRB Privacy Certified and kidSAFE COPPA Certified, or other such certification programs. Such advertisements will only be targeted based on the context or content you are viewing on the 55 Pixels Kids Platform, and not on your historical browsing behaviour. All ads served in the 55 Pixels Kids Platform will carry the SuperAwesome SafeAd watermark, which indicates that (a) the ad is not collecting personal information in contravention of COPPA, (b) its content has been reviewed for compliance with best practice and the CARU self-regulatory principles to be appropriate for children, and (c) it is age-appropriate for the 55 Pixels Kids Platform. If you have any questions about advertising on the 55 Pixels Kids Platform or concerns about specific ads that you see, please contact us on [email protected].

8. Access, Modify, Delete and Other User Rights

Notwithstanding the limited nature of the personal information we collect from or about the Players on our 55 Pixels Kids Platform, Players or their parents have the right to request access to review and/or modify (including delete) personal information about a player. Players or their parents may also contact us to request certain information regarding our disclosures to third parties for direct marketing purposes. However, we do not share information with third parties for this purpose.

If a user or parent wishes to exercise any of the above rights, please contact us at [email protected] or using the information within Section 10 of this Privacy Policy.

Chat posted in the 55 Pixels Kids Platform may be publicly viewable during that player session. Players are prohibited from communicating personal or inappropriate information at any time, and we take reasonable steps to screen all messages/chat to remove any such information. Should you wish to edit or remove any message/chat after it has been posted, you may contact us at [email protected] or using the information within Section 10 of this Privacy Policy. Removal of the information from public view does not guarantee complete or comprehensive removal, however. After the removal request has been honoured, we may retain copies of the messages/chat. Additionally, we do not have control over third parties (e.g., other Players) who may have copied or reposted this information.

You also have the right to lodge a complaint with an EU supervisory data protection authority.

9. Notice to California Residents / Your California Privacy Rights

Under California Civil Code § 1798.83, California residents are entitled once a year to request and obtain certain information regarding our disclosure, if any, of personal information to third parties for their direct marketing purposes during the immediately prior calendar year. We do not share your personal information with any unaffiliated third parties for their own marketing purposes. Nonetheless, you may make one request per year if you are a California resident. In your request, please attest to the fact that you are a California resident and provide a current California address for our response. You may request this information in writing by contacting us at [email protected] or by post at: Privacy, 55 Pixels Ltd, 17-18 Great Pulteney Street, London, W1F 9NE, United Kingdom. Please allow up to thirty (30) days for a response.

10. Contact us

If you have any questions, need information or require assistance, please do not hesitate to reach out to us either by sending us an email at [email protected] or send us a letter to:
Attn: Privacy
55 Pixels Limited
17-18 Great Pulteney Street,
London, W1F 9NE,
United Kingdom
Email address: [email protected]

11. Revisions to Privacy Policy

55 Pixels may update this Privacy Policy at any time. When we do, we will update the “last modified” date at the top of the Privacy Policy. If the change is material, we will place a notice on the 55 Pixels website ( and/or in the app by revising the link to read substantially as "Updated Privacy Policy" for a reasonable amount of time, and if necessary, will obtain your prior consent or the prior consent of a parent or legal guardian. The most current version of this Privacy Policy will be available on the 55 Pixels Kids Platform and will supersede all previous versions of this Privacy Policy.