Privacy Policy
PRIVACY POLICY
Last Updated: August 25th 2026
Wayland Games USA LLC ("Wayland Games USA", "we", "our", or "us") operates the Battle Foam business and website. This Privacy Policy explains how Wayland Games USA LLC collects, uses, discloses, retains and protects personal information when you visit the Battle Foam website, create an account, make a purchase, communicate with us or otherwise use our products and services.
As of 10 July 2026, Battle Foam became part of Wayland Games. As part of the acquisition, certain customer information and records associated with the Battle Foam business were acquired by Wayland Games USA LLC. Where required or appropriate, existing Battle Foam customers will be asked to consent to Wayland Games USA LLC's use and processing of their personal information in accordance with this Privacy Policy.
For existing Battle Foam customers, this Privacy Policy will apply to previously collected personal information where you have consented to Wayland Games USA LLC processing that information under this Privacy Policy.
PERSONAL INFORMATION
In this context, personal information refers to any details that can identify you as an individual under US privacy law. Where UK GDPR, EU GDPR or other applicable data protection laws apply to our processing of personal information, we will process that information in accordance with the requirements applicable to us under those laws.
We encourage you to review this Privacy Policy closely to gain a clear understanding of how Wayland Games USA LLC uses, protects, and handles your identifiable information in accordance with our legal obligations.
WHAT PERSONAL INFORMATION DO WE COLLECT?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, billing and shipping address, phone number, credit card information or other details to help you with your experience.
WHEN DO WE COLLECT INFORMATION?
We collect personal information when you:
- Create an account on our website.
- Place an order.
- Subscribe to our newsletter or marketing communications.
- Complete a form on our website.
- Contact us through our live chat or other customer support channels.
- Submit product reviews, feedback, or enquiries.
Otherwise provide information while using our website or services.
HOW DO WE USE YOUR INFORMATION?
We may use the information we collect from you in the following ways:
- To personalize your experience and provide content and product offerings that may be of interest to you.
- To improve our website, products and services in order to better serve you.
- To create, maintain and manage your customer account.
- To process, fulfil and maintain records of your orders and transactions.
- To provide customer support and respond to enquiries.
- To administer promotions, surveys, competitions or other website features.
- To request ratings, reviews and feedback about our products and services.
- To communicate with you about your account, orders, our services, changes to our business or updates to this Privacy Policy.
- To send marketing communications where permitted by applicable law and in accordance with your communication preferences.
- To maintain appropriate business, financial, tax, transaction and compliance records.
- To comply with applicable legal and regulatory requirements and to establish, exercise or defend legal claims.
HOW DO WE PROTECT YOUR INFORMATION?
We implement appropriate technical and organisational security measures designed to protect your personal information against unauthorised access, loss, misuse, alteration, or disclosure.
Access to personal information is restricted to authorised personnel who require it to perform their job responsibilities and who are subject to confidentiality obligations.
Where sensitive information, including payment details, is transmitted, we use appropriate security measures designed to protect that information during transmission.
All payment transactions are processed securely by trusted third-party payment providers. We do not store or process your full payment card details on our systems.
DO WE USE ‘COOKIES’?
Yes. Cookies are small files that a site or its service provider transfers to your computer's hard drive through your Web browser (if you allow) that enables the site's or service provider's systems to recognize your browser and capture and remember certain information. For instance, we use cookies to help us remember and process the items in your shopping cart. They are also used to help us understand your preferences based on previous or current site activity, which enables us to provide you with improved services. We also use cookies to help us compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future.
We use cookies to:
- Help remember and process the items in the shopping cart.
- Understand and save user's preferences for future visits.
- Keep track of advertisements.
- Compile aggregate data about site traffic and site interactions in order to offer better site experiences and tools in the future. We may also use trusted third-party services that track this information on our behalf.
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies. You do this through your browser settings. Since browsers are a little different, look at your browser's Help Menu to learn the correct way to modify your cookies.
If users disable cookies in their browser:
If you turn cookies off it will turn off some of the features of the site.
DATA RETENTION
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, to provide our products and services, and to satisfy applicable legal, accounting, tax, regulatory and other legitimate business requirements.
If an existing Battle Foam customer does not consent to Wayland Games USA LLC processing their personal information under this Privacy Policy, or where an account is otherwise deleted, we may delete or archive the customer account and remove the customer's information from active marketing or customer databases, as appropriate.
Certain information may nevertheless be retained where reasonably necessary, including records of previous orders, transactions and communications, or where retention is required or permitted for legal, accounting, tax, fraud prevention, dispute resolution or other legitimate business purposes.
THIRD PARTY DISCLOSURE
We do not sell personal information for monetary consideration. We may disclose personal information where reasonably necessary to operate our business and provide our products and services, including to trusted service providers that assist us with payment processing, order fulfilment, delivery, website hosting, IT services, customer support, analytics, marketing and other business operations.
We may also disclose personal information to our affiliates and other companies within the Wayland Games group where reasonably necessary for legitimate business and operational purposes and in accordance with applicable law.
We may disclose personal information where required by law, regulation, legal process or governmental request, or where reasonably necessary to protect the rights, property or safety of Wayland Games USA LLC, our customers or others.
If the Battle Foam business, Wayland Games USA LLC, or relevant assets are involved in a merger, acquisition, restructuring, financing, sale or other corporate transaction, personal information may be disclosed or transferred as part of that transaction, subject to applicable law and any commitments made to you regarding your personal information.
We require service providers handling personal information on our behalf to use that information only for authorised purposes and to provide appropriate protections for it.
THIRD PARTY-LINKS
Occasionally, at our discretion, we may include or offer third-party products or services on our website. These third-party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.
We have implemented the following:
- Remarketing with Google AdWords
We, along with third-party vendors such as Google, use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions and other ad service functions as they relate to our website.
CALIFORNIA ONLINE PRIVACY PROTECTION ACT
Wayland Games USA LLC provides this Privacy Policy in accordance with the California Online Privacy Protection Act (CalOPPA). This Privacy Policy explains the categories of personal information we collect, how we use and disclose that information, and the choices available to you regarding personal information.
Individuals residing in California may be entitled to further privacy protections under relevant state legislation. In instances where these provisions are applicable, we manage all personal information according to the necessary legal standards and obligations.
According to CalOPPA, we agree to the following:
Users can visit our site anonymously.
Our Privacy Policy link includes the word 'Privacy' and can easily be found on the page specified above.
You will be notified of any Privacy Policy changes:
We may update this Privacy Policy from time to time to reflect changes to our practices, services or applicable legal requirements. When we make changes, we will update the "Last Updated" date at the top of this Privacy Policy. Where required by applicable law, or where changes materially affect how we use previously collected personal information, we will provide additional notice and obtain consent where required.
You can update or correct your personal information:
- By emailing us
- By calling us
- By logging in to your account
- By chatting with us or by sending us a support ticket
COPPA (CHILDREN ONLINE PRIVACY PROTECTION ACT)
We do not specifically market to children under the age of 13 years old. In accordance with the Children's Online Privacy Protection Act (COPPA), our website and services are not intended for use by individuals in this age group, and we do not knowingly gather their identifiable details. Should it come to our attention that such data has been acquired without verified parental permission, we shall implement the necessary procedures to remove that information from our records in a timely manner.
FAIR INFORMATION PRACTICES
The Fair Information Practices Principles form the backbone of privacy law in the United States and the concepts they include have played a significant role in the development of data protection laws around the globe. Understanding the Fair Information Practice Principles and how they should be implemented is critical to comply with the various privacy laws that protect personal information.
In order to be in line with Fair Information Practices we will take the following responsive action, should a data breach occur:
Should we become aware of a potential security incident involving your data, our team will immediately launch an investigation to assess the situation and implement the necessary measures to limit any further impact.
In compliance with United States legal obligations, we are committed to informing impacted individuals and the appropriate governing bodies as quickly as possible. These notifications will be delivered through email, site updates, or other suitable channels based on the specific circumstances and legal standards.
YOUR PRIVACY RIGHTS
Depending on where you live and subject to applicable law, you may have certain rights regarding your personal information. These may include the right to request access to or information about personal information we hold about you, request correction or deletion of your personal information, and opt out of certain uses or disclosures of your personal information.
You may also have the right to withdraw consent where our processing of your personal information is based on your consent. Withdrawal of consent will not affect processing that occurred before your consent was withdrawn.
We will not discriminate against you for exercising any privacy rights available to you under applicable law.
Requests to exercise applicable privacy rights may be submitted using the contact details provided below. We may need to verify your identity before completing certain requests.
CAN SPAM ACT
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
- Send information, respond to inquiries, and/or other requests or questions
- Process orders and to send information and updates pertaining to orders.
- Send you additional information related to your product and/or service
- Send marketing and promotional communications where permitted by law and in accordance with your communication preferences.
To Comply with the CAN - SPAM Act, we will:
- Not use false or misleading subjects or email addresses.
- Identify the message as an advertisement in some reasonable way.
- Include the physical address of our business or site headquarters.
- Monitor third-party email marketing services for compliance, if one is used.
- Honor opt-out/unsubscribe requests quickly.
- Allow users to unsubscribe by using the link at the bottom of each email.
SMS Messaging
By entering your phone number in our checkout SMS opt-in, subscribing via our subscription form or using our text-to-join keyword, you agree to receive recurring automated promotional and personalized marketing text messages (e.g. cart reminders) from Wayland Games USA LLC at the mobile number used when signing up. You also acknowledge that consent is not a condition for any purchase made on our site. If you wish to unsubscribe from receiving text marketing messages and notifications reply with STOP to any mobile message sent from us or use the unsubscribe link we provided you within any of our messages. You understand and agree that alternative methods of opting out, such as using alternative words or requests will not be accounted as a reasonable means of opting out. Message and data rates may apply. For any questions please text HELP to the number you received the messages from. You can also contact us for more information. If you wish to opt out please follow the procedures above.
CONTACTING US
If there are any questions regarding this privacy policy, you may contact us using the information below.
Wayland Games USA LLC
120 E Corporate Place
Suite 1
Chandler, AZ 85225
info@battlefoam.com
480-747-0230