Privacy Policy

SMILO PRIVACY POLICY Last Updated: July 28, 2026 Novatex North America, Inc., doing business as Smilo (“Smilo,” “we,” “us,” or “our”), respects your privacy and is committed to responsibly collecting, using, protecting, and disclosing Personal Information. This Privacy Policy explains our practices when you visit www.smilobaby.com, create an account, browse or purchase products, submit a review, contact us, interact with Smilo advertisements or NFL-branded products and content, or otherwise use our website, online store, and related services collectively referred to as the “Services.” This Privacy Policy should be read together with our Terms of Use, Cookie Policy, and any additional privacy notice presented when Personal Information is collected.

1. Scope of This Privacy Policy

This Privacy Policy applies to Personal Information collected:

Through the Smilo website and online store;
When you create or use a Smilo customer account;
When you browse, purchase, return, exchange, register, or review a product;
When you contact Smilo or request customer support;
When you receive order-related, welcome, or post-purchase communications;
When you participate in a survey, contest, giveaway, promotion, or similar program;
When you interact with Smilo advertisements, social-media content, or third-party website features; and
When you interact with NFL-branded products, pages, promotions, content, or experiences offered by Smilo.

The Smilo online store currently accepts and ships orders only to addresses within the United States. This Privacy Policy does not apply to third-party websites, applications, payment services, social-media platforms, or other services that maintain their own privacy policies, even when those services are linked to or accessible through the Services.

2. What Personal Information Means

“Personal Information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked to an individual or household. Personal Information generally does not include information that has been lawfully made public or information that has been aggregated or de-identified so that it cannot reasonably be associated with an identifiable individual or household.

3. Personal Information We Collect

The Personal Information we collect depends on how you interact with Smilo and which portions of the Services you use. Information You Provide Directly We may collect information you provide to us, including:

First and last name;
Billing and shipping address;
Email address;
Telephone number;
Account username and login information;
Products purchased, considered, returned, exchanged, or reviewed;
Order, shipping, return, refund, exchange, and warranty information;
Customer-service requests and correspondence;
Survey, contest, giveaway, or promotion responses;
Product reviews, ratings, photographs, videos, testimonials, and other submitted content;
Communication and account preferences; and
Other information you voluntarily provide.

Account and Order Information When you create an account, browse products, or place an order, we may collect:

Account and customer identifiers;
Saved addresses and account preferences;
Shopping-cart contents;
Products viewed, saved, or added to a cart;
Purchase and order history;
Purchase dates and amounts;
Order and transaction identifiers;
Shipping methods and delivery status;
Discounts, coupons, or promotions applied; and
Return, exchange, refund, and warranty records.

Customer-Service Information When you contact us, we may collect:

The contents of your communication;
Your name and contact information;
Order and product information;
Complaint, return, warranty, recall, or product-safety information;
Photographs, videos, documents, or other files you provide;
Customer-service notes; and
Records of our response and follow-up communications.

Telephone or electronic communications may be monitored or recorded where permitted by law for training, quality assurance, security, and recordkeeping purposes. Product Reviews and Public Content If you submit a product review, rating, question, photograph, video, testimonial, or other content, we may collect:

Your name or selected display name;
Email address;
Product information;
The contents of your submission;
Purchase-verification information; and
Submission date.

Information you choose to post publicly may be visible to other website visitors. Do not include Personal Information or other content in a public submission that you do not want others to see. Email Communication Information We may collect or process information relating to order, welcome, and post-purchase emails, including:

Name;
Email address;
Order or purchase information associated with the communication;
Email delivery status;
Whether an email was opened;
Links selected within an email;
Internet Protocol address; and
Browser and device information.

Information Provided by Adults About Children Because Smilo offers baby and child products, a parent, legal guardian, or caregiver may voluntarily provide limited information about a child when requesting product assistance, submitting a review, reporting a product concern, or contacting customer service. This information may include:

A child’s approximate age or developmental stage;
Product-use information;
Feeding or soothing preferences; or
A photograph or video voluntarily provided by a parent or legal guardian.

Please provide only the information reasonably necessary for us to assist you. Do not submit medical records, Social Security numbers, government identification numbers, or other highly sensitive information through general website forms, ordinary email, or public reviews. Smilo does not use information voluntarily provided about a child for targeted advertising. Information Collected Automatically When you access or use the Services, we and our service providers may automatically collect:

Internet Protocol address;
Browser type and version;
Device type and operating system;
Device, cookie, and online identifiers;
Approximate location derived from an Internet Protocol address;
Referring and exit pages;
Pages, products, and content viewed;
Search terms entered on the website;
Links, advertisements, and buttons selected;
Dates, times, and duration of visits;
Shopping-cart, checkout, and purchase activity;
Account login and session activity;
Email-opening and link-selection activity;
Website performance, error, and diagnostic information;
Security, bot-detection, and fraud-prevention information; and
Information about interactions with Smilo advertisements.

We may combine automatically collected information with information collected through other sources.

4. Sources of Personal Information

We may collect Personal Information:

Directly from you;
From your browser or device;
Through WordPress and WooCommerce;
From Stripe and other payment participants;
From shipping, fulfillment, and delivery providers;
From Mailchimp;
From Google Analytics, Google Ads, and other analytics or advertising providers;
From Cloudflare and other website-security or hosting providers;
From social-media platforms and website features;
From the National Football League and related partners;
From contractors and service providers acting on our behalf; and
From other parties at your direction or with your consent.

5. How We Use Personal Information

We may use Personal Information to:

Operate, maintain, secure, and improve the Services;
Display products, content, and website features;
Create and manage customer accounts;
Maintain shopping carts and customer preferences;
Process payments and purchases;
Fulfill and ship orders within the United States;
Process returns, exchanges, refunds, warranties, and recalls;
Send order confirmations, payment notices, shipping updates, welcome messages, and other post-purchase communications;
Provide customer service and product support;
Respond to questions, complaints, and requests;
Personalize website content and product recommendations;
Administer surveys, contests, giveaways, and promotions;
Publish and manage product reviews and other submitted content;
Measure website, email, and advertising performance;
Understand customer interests, shopping activity, and website usage;
Conduct analytics, research, testing, and product development;
Improve our products, website, communications, and customer experience;
Detect and prevent bots, spam, fraud, misuse, and security incidents;
Protect accounts, transactions, Smilo, customers, and others;
Enforce our Terms of Use and other agreements;
Establish, exercise, or defend legal claims;
Comply with legal, tax, accounting, product-safety, regulatory, and recordkeeping obligations;
Complete an actual or proposed business transaction, such as a merger, acquisition, financing, reorganization, or sale;
Fulfill another purpose disclosed when information is collected; and
Carry out another purpose at your direction or with your consent.

6. Payment Processing

Smilo uses Stripe to process online payments. Depending on your device, browser, account status, and availability, payment options may include:

Credit or debit card;
Apple Pay;
Google Pay; and
Link by Stripe.

When you make a payment, Stripe, Apple, Google, your card issuer, payment network, financial institution, or another payment participant may collect or process:

Credit or debit card information;
Digital-wallet information;
Billing and shipping information;
Name, email address, or telephone number;
Payment authentication information;
Device and browser information;
Transaction information;
Fraud-prevention and security information; and
Other information needed to complete or protect the transaction.

If you use Apple Pay, Google Pay, or Link, information may also be processed under the privacy policy and terms of the applicable payment or digital-wallet provider. Smilo generally does not receive or store complete payment-card numbers or complete digital-wallet credentials. We may receive limited payment information, such as:

Payment method type;
Card brand;
The final digits of a payment card;
Billing address;
Payment status;
Transaction identifier;
Fraud or risk indicators; and
Information needed to process a refund, investigate potential fraud, or support an order.

Payment providers are responsible for their own processing of information under their applicable privacy policies and terms.

7. Cookies and Similar Technologies

Smilo and its service providers use cookies, pixels, tags, web beacons, local storage, and similar technologies. A cookie is a small data file placed on a browser or device. Some technologies are necessary for the Services to function, while others support website features, analytics, personalization, or advertising. Strictly Necessary Technologies Strictly necessary technologies may support:

Website security;
Bot and spam prevention;
Shopping carts;
Account login;
Checkout;
Payment and order processing;
Network management;
Fraud prevention; and
Storage of privacy choices.

These technologies generally cannot be disabled because they are necessary to provide requested Services. Functional Technologies Functional technologies may:

Remember website preferences;
Support product-image galleries;
Enable product reviews;
Support social-sharing features; and
Improve website usability.

Disabling functional technologies may affect certain website features. Analytics Technologies We use analytics technologies to understand website traffic, navigation, performance, shopping behavior, and the effectiveness of our marketing. These technologies include or may include:

Google Analytics;
Google Tag Manager, including its WordPress integration;
Cloudflare Web Analytics; and
Other performance technologies used to operate and improve the website.

Google Tag Manager is a tag-management system that allows us to manage and deploy analytics, advertising, and other website tags. Technologies deployed through Google Tag Manager may collect information according to their individual functions. Google Ads and Advertising Technologies Smilo uses Google Ads, with related tags managed through Google Tag Manager, to advertise Smilo products and measure advertising effectiveness. Google Ads and related Google advertising technologies, including technology associated with DoubleClick, may be used to:

Measure advertising impressions, clicks, and conversions;
Determine whether an advertisement resulted in a website visit or purchase;
Attribute purchases and other actions to an advertising campaign;
Create and measure advertising audiences;
Limit how frequently advertisements are displayed;
Personalize advertisements where enabled and permitted; and
Display Smilo advertisements on other websites and services.

These technologies may collect or process:

Cookie and online identifiers;
Internet Protocol address;
Device and browser information;
Approximate location;
Referring pages;
Pages and products viewed;
Shopping, checkout, and purchase activity;
Advertising interactions; and
Advertising click identifiers.

Cloudflare We use Cloudflare for services that may include:

Website and content delivery;
Performance optimization;
Network and website security;
Threat and bot detection;
Error logging;
Domain name services; and
Website analytics.

Cloudflare may process Internet Protocol addresses, browser and device information, website requests, security signals, and related technical information. hCaptcha We may use hCaptcha to distinguish human visitors from automated activity and reduce spam, fraud, and misuse. hCaptcha may process device, browser, Internet Protocol, interaction, and security information needed to provide its bot-detection services. Social-Media Features The Services may contain links, sharing tools, or embedded content associated with social-media or other third-party platforms. When you interact with these features, the applicable platform may collect information about your browser, device, account, and activity. The platform’s own privacy policy governs its processing. Cookie Choices You may manage optional cookies and similar technologies through the cookie preference center available on the website. Depending on the technology and your available choices, you may be able to:

Accept optional cookies;
Reject nonessential cookies;
Select cookie categories; and
Change previous choices.

You may also manage cookies through your browser settings. Disabling certain cookies may affect website functionality. Where required by applicable law, nonessential analytics and advertising technologies will be managed according to the selections made through our cookie-consent tool. Additional information about specific cookies, providers, purposes, and durations is available through our Cookie Policy or cookie preference center.

8. Mailchimp and Email Communications

Smilo uses Mailchimp, a service provided by The Rocket Science Group LLC, an Intuit company, to send certain welcome and post-purchase communications. Mailchimp may process:

Name;
Email address;
Order or purchase information associated with the communication;
Email delivery status;
Email-opening and link-selection activity;
Internet Protocol address; and
Browser and device information.

We may use this information to:

Deliver welcome and post-purchase communications;
Provide information relating to a customer’s purchase;
Measure email delivery and engagement;
Maintain communication records; and
Improve customer communications.

Mailchimp processes information according to its applicable privacy practices. Additional information is available through the Mailchimp and Intuit Global Privacy Statement.

9. How We Disclose Personal Information

We may disclose Personal Information to the categories of recipients described below. Service Providers and Contractors We may disclose information to providers that assist with:

Website hosting and maintenance;
WordPress and WooCommerce operations;
Payment processing;
Order fulfillment and shipping;
Customer service;
Email communications;
Analytics and advertising;
Website security and fraud prevention;
Product reviews and submitted content;
Information technology and data storage;
Accounting, legal, insurance, and auditing services; and
Other business operations.

Payment, Fulfillment, and Shipping Providers We may disclose information to:

Stripe;
Apple Pay and its associated payment participants;
Google Pay and its associated payment participants;
Link by Stripe;
Financial institutions;
Payment networks;
Fraud-prevention providers;
Warehouses;
Shipping carriers; and
Fulfillment providers.

These disclosures are made as reasonably necessary to process payments, prevent fraud, fulfill purchases, and deliver orders. Analytics and Advertising Providers Subject to applicable law and your privacy choices, we may make the following information available to analytics and advertising providers:

Online and cookie identifiers;
Device and browser information;
Internet Protocol address;
Approximate location;
Product and commercial information;
Website activity; and
Advertising interactions.

These disclosures may occur through cookies, pixels, tags, and similar technologies. Affiliates and Business Partners We may disclose information to our corporate affiliates and business partners for legitimate administrative, operational, contractual, reporting, licensing, and compliance purposes. Legal and Safety Disclosures We may disclose Personal Information when we reasonably believe disclosure is necessary to:

Comply with a law, regulation, court order, subpoena, or legal process;
Respond to a lawful government or regulatory request;
Investigate fraud, abuse, unlawful activity, or security incidents;
Enforce our agreements;
Protect the rights, property, safety, or security of Smilo, our customers, or others; or
Establish, exercise, or defend legal claims.

Business Transactions Personal Information may be disclosed or transferred in connection with an actual or proposed:

Merger;
Acquisition;
Financing;
Reorganization;
Bankruptcy;
Sale of assets; or
Other corporate transaction.

At Your Direction or With Your Consent We may disclose information for another purpose disclosed when it is collected, at your direction, or with your consent.

10. National Football League

Smilo offers products, pages, promotions, content, and experiences associated with the National Football League and its member clubs. Smilo may share certain information with NFL Enterprises LLC and other entities within the National Football League family, collectively referred to as the “NFL,” in connection with NFL-branded products, pages, promotions, content, marketing, or other experiences. Where a particular sharing activity requires consent, Smilo will request that consent through a separate opt-in or other appropriate consent mechanism. Depending on the applicable interaction, notice, consent, and business arrangement, the information shared with the NFL may include:

Personal Information, such as your name, email address, telephone number, postal address, or customer identifier;
Customer promotional and preference information, such as marketing preferences, favorite teams, product interests, promotion participation, and responses to NFL-related questions;
Commercial information, such as NFL-branded products viewed, considered, purchased, returned, or reviewed;
Engagement and usage data based on your online activity involving NFL-branded products, pages, promotions, content, functionality, or services; and
Other information identified when the information is collected or when consent is requested.

The NFL may use information it receives to:

Evaluate interactions with NFL-related products, content, functionality, and services;
Measure engagement;
Compile reports;
Conduct research and analytics;
Personalize NFL experiences and communications;
Provide NFL-related marketing, content, and services; and
Carry out other activities described in the NFL’s privacy policy or an applicable notice.

The NFL is responsible for its own processing of information after it receives that information. Additional information is available through:

You may withdraw consent to future consent-based sharing by using any preference-management method provided with the applicable program or by contacting Smilo. Withdrawal will not affect information lawfully shared or processed before the withdrawal or information that Smilo or the NFL is permitted or required to retain.

11. Sale, Sharing, and Targeted Advertising

Smilo does not sell Personal Information to third parties in exchange for money. However, certain disclosures involving advertising cookies, pixels, tags, or similar technologies may be considered a “sale,” “sharing,” targeted advertising, or cross-context behavioral advertising under some United States privacy laws, even when no money is exchanged. The categories of Personal Information involved may include:

Online and cookie identifiers;
Internet Protocol addresses;
Device and browser information;
Product and commercial information;
Website activity;
Approximate location; and
Inferences regarding interests or preferences.

Recipients may include Google and other analytics, advertising, or social-media providers. Where applicable, you may opt out by:

Adjusting your selections in our cookie preference center;
Using a “Your Privacy Choices,” “Do Not Sell or Share My Personal Information,” or similar website link;
Submitting a request using the contact information below; or
Using a legally recognized browser-based opt-out preference signal where required and supported.

An opt-out may apply only to the browser and device used to make the selection. You may need to repeat your choice on other browsers or devices. We do not knowingly sell or share Personal Information belonging to individuals under 16 for targeted advertising.

12. Children’s Privacy

Smilo sells products intended for babies and children, but the website and online store are intended for parents, legal guardians, caregivers, and other adults. The Services are not directed to children under 13, and we do not knowingly collect Personal Information directly from children under 13 without legally sufficient parental consent. Children under 13 should not:

Create an account;
Place an order;
Enter a promotion;
Submit a review or other public content; or
Otherwise provide Personal Information through the Services.

If we learn that we collected Personal Information directly from a child under 13 without legally sufficient parental consent, we will take reasonable steps to delete it. A parent or legal guardian who believes a child has provided Personal Information to Smilo may contact us using the information below.

13. Your Privacy Choices and Rights

You may:

Update certain account information;
Adjust cookie preferences;
Opt out of certain targeted advertising;
Withdraw an NFL data-sharing consent where applicable; and
Contact us regarding your Personal Information.

Depending on your state of residence and whether an applicable privacy law applies to Smilo, you may also have the right to:

Confirm whether we process your Personal Information;
Access Personal Information maintained about you;
Correct inaccurate Personal Information;
Request deletion of Personal Information;
Receive a portable copy of certain Personal Information;
Opt out of the sale or sharing of Personal Information;
Opt out of targeted advertising;
Limit certain uses or disclosures of sensitive Personal Information;
Withdraw consent;
Appeal the denial of a privacy request; and
Receive equal service without unlawful discrimination for exercising a privacy right.

These rights are subject to applicable definitions, limitations, exemptions, and verification requirements. Submitting a Privacy Request You may submit a request by:

Emailing [email protected] with “Privacy Request” in the subject line;
Calling us at the telephone number below; or
Writing to the mailing address below.

Please clearly describe the right or request you wish to exercise. Verification We may request information reasonably necessary to:

Verify your identity;
Confirm that the request relates to you;
Locate the applicable records; and
Protect Personal Information against unauthorized access, correction, or deletion.

Information collected for verification will be used only for verification, security, legal compliance, and responding to the request. Authorized Agents Where permitted by law, an authorized agent may submit a request on your behalf. We may require proof of the agent’s authority and may contact you directly to confirm the request. Appeals If we deny a request and applicable law provides a right to appeal, you may submit an appeal through the same contact method. Clearly identify the communication as a privacy appeal and explain the basis for the appeal.

14. Data Retention

We retain Personal Information for as long as reasonably necessary to:

Fulfill the purposes described in this Privacy Policy;
Complete and document transactions;
Provide customer, warranty, recall, and product-safety support;
Maintain account and order records;
Honor cookie and privacy preferences;
Prevent fraud and security incidents;
Resolve disputes;
Enforce agreements; and
Comply with tax, accounting, legal, regulatory, and recordkeeping obligations.

Retention periods vary depending on:

The type and sensitivity of the information;
The purpose for which it was collected;
The length of our relationship with you;
Legal and regulatory requirements;
Product-safety and customer-service needs; and
Operational and security requirements.

When Personal Information is no longer reasonably required, we may delete, aggregate, de-identify, or securely dispose of it.

15. Data Security

We maintain reasonable administrative, technical, and physical safeguards designed to protect Personal Information from unauthorized access, loss, misuse, alteration, destruction, or disclosure. These safeguards may include:

Encrypted website connections;
Access controls;
Account authentication;
Website and network-security tools;
Fraud monitoring;
Vendor-management practices;
Data backups; and
Security monitoring.

No website, electronic transmission, payment system, or storage method can be guaranteed to be completely secure. You are responsible for protecting your account credentials and should notify us promptly if you believe your account or Personal Information has been compromised.

16. Aggregated and De-Identified Information

We may aggregate or de-identify information so that it cannot reasonably be linked to an identifiable individual or household. We may use and disclose aggregated or de-identified information for lawful purposes, including:

Analytics;
Research;
Product development;
Business planning;
Reporting; and
Website improvement.

Where required by law, we will maintain de-identified information in de-identified form and will not attempt to re-identify it except as legally permitted.

17. Processing in the United States

Smilo is located in the United States, and the Services are operated from the United States. Smilo currently accepts and ships online orders only within the United States. Personal Information may be stored and processed in the United States or in other locations where our service providers operate.

18. Third-Party Links and Services

The Services may contain links to third-party websites, social-media platforms, payment services, embedded content, or other services. Smilo does not control and is not responsible for the privacy, security, or content practices of third parties. We encourage you to review the privacy policy of each third-party service you use. 19. Changes to This Privacy Policy We may update this Privacy Policy to reflect changes to:

Our Services;
Products and programs;
Technologies;
Data practices;
Business relationships; or
Legal and regulatory requirements.

When we update this Privacy Policy, we will revise the “Last Updated” date at the top of the page. If a change is material, we may provide additional notice through the website, email, account notification, cookie banner, or another appropriate method. The revised Privacy Policy becomes effective when posted unless another effective date is stated. 20. Contact Us Questions, complaints, or privacy requests may be directed to: Novatex North America, Inc., DBA Smilo Attn: Privacy Compliance 1070 Faultless Drive Ashland, Ohio 44805 United States Email: [email protected] Telephone: 1-844-MYSMILO (1-844-697-6456) Website: www.smilobaby.com Please include “Privacy Request” in the subject line of privacy-related emails and clearly describe your request. Do not send Social Security numbers, complete payment-card numbers, account passwords, medical records, or other highly sensitive information through ordinary email.