Privacy

Privacy notice for elf.watch

Last updated 17 July 2026. This notice covers this website. The Elf Watch app has its own terms and privacy notice, which you agree to in the app.

Who we are

This website is run by DuBois Group Ltd ("we", "us"), a company registered in England and Wales, company number 16649416, registered office C/O Stuart McBain Ltd, Unit 14, Tower Street, Brunswick Business Park, Liverpool, L3 4BJ.

For UK GDPR, we are the data controller for the personal data described here. You can reach us at support@elf.watch.

What we collect, and why

We only collect what you type into a form. There is nothing else.

If you…	We collect	To do what	Our lawful basis
Join the launch list	Your email address	Email you once, when Elf Watch opens for the 2026 season	Consent. You ticked the box and confirmed by email, and you can withdraw it at any time
Join the doll & camera waiting list	Your email address	Email you when the doll and cameras go on sale	Consent — as above
Request the investor data room	Name, email, firm (optional), the category you selected, and your message	Review your request and reply to you	Legitimate interests — responding to an enquiry you sent us

Cookies and tracking

This website sets no cookies and runs no tracking. There is no analytics, no advertising pixel, no social media pixel, and no third-party fonts or embeds. Nothing here follows you, and nothing is shared with an advertiser. That is why you are not being asked to accept cookies.

Links to Instagram are ordinary links. We do not embed Instagram, so Instagram is not told you visited us. Once you click through, Instagram's own privacy policy applies.

Our web host records standard server logs (including IP addresses) to keep the site online and secure. That is a normal part of serving a website.

Who else sees your data

Joining a list adds your email address to our audience in Mailchimp (Intuit Inc., United States), acting as our processor. Mailchimp stores the list and sends the emails. Their privacy policy is at intuit.com/privacy/statement. Mailchimp will email you to confirm you meant to subscribe before we ever send you anything.

Requesting the data room sends your details to us by email through Formspree (Formspree, Inc., United States), acting as our processor. It is not added to any marketing list. Their privacy policy is at formspree.io/legal/privacy-policy.

Both are based in the United States, so your details are transferred outside the UK. Those transfers rely on the UK's approved safeguards for international transfers (the UK Addendum to the EU Standard Contractual Clauses).

Our forms are hosted on Cloudflare Pages, which keeps standard server logs to serve the site and protect it from abuse.

We do not sell or rent your personal data, and we do not share it with advertisers.

How long we keep it

• Launch and waiting lists: until you unsubscribe, or until 12 months after the season you signed up for, whichever comes first. Unsubscribing removes you from our Mailchimp audience.
• Investor requests: up to 24 months from your enquiry, so we can keep a record of who we granted access to, then deleted.

You can ask us to delete your data sooner and we will, unless we are legally required to keep it.

Children

This website is written for parents and is not directed at children. We do not knowingly collect personal data from children through this site. If you believe a child has given us their details, email support@elf.watch and we will delete it.

The Elf Watch app is used by a parent, not a child. Videos are created by the parent and revealed by the parent, and any reaction recording is started by the parent and stays in the parent's own account. The app's own privacy notice covers this in full.

Your rights

Under UK GDPR you can ask us to: give you a copy of your data; correct it; delete it; restrict how we use it; or send it to you in a portable format. You can object to processing based on legitimate interests. Where we rely on consent, you can withdraw it at any time, which does not affect anything we did before you withdrew it.

Every marketing email we send has an unsubscribe link. One click is enough.

If you use the Elf Watch app, you can permanently delete your account and everything in it at any time. See delete your account for how, in the app or by email.

To exercise any of this, email support@elf.watch. We will reply within one month.

If you are unhappy with how we have handled your data, you can complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint, or call 0303 123 1113. We would rather you told us first, so we can put it right.

Changes

If we change this notice we will update the date at the top. If the change is significant and we hold your email, we will tell you.