SMART Play™: Training House with Pikachu (72164)

Connected Product: LEGO® SMART brick

Type of data generated as part of normal use:

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

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:

Data format:

Estimated volume of data:

Continuous and real-time data generation:

The connected product

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

Storage location:

The connected product stores data:

Duration of data retention:

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

How to access data:

How to retrieve data:

If a LEGO® Insiders Account holder has consented to data collection, contact may be established via  privacy.officer@LEGO.com 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:

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

Technical requirements for the LEGO® SMART Assist app

Related service: LEGO® SMART Assist (Mobile Application)

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:

Estimated volume:

Collection frequency:

User access arrangements:

Storage arrangements:

Nature of related service data:

The related service will generate the following types of data:

Estimated volume:

User access arrangements:

Storage arrangements:

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.

Data holder identity

The data holder for this related service is:

Other data processing parties:

Amazon Web Services

Contact information

You may contact the data holder through the following means:

Postal address:

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: privacy.officer@LEGO.com. 

How to end data sharing:

Users may end data sharing with a third party by

contacting the LEGO Group electronically via: privacy.officer@LEGO.com. 

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.