Legal | Mather & Sons

Privacy notice

Who we are. James Mather, trading as Mather & Sons, is responsible for any personal information described here (the "controller" under UK data protection law). Contact us at privacy [at] matherandsons.co.uk.

What this website collects: almost nothing.

No sign-ups, accounts, forms or comment boxes.
No advertising, tracking or analytics cookies, no analytics of any kind, and no social media trackers.
Fonts, pictures, videos and code all come from this website itself, so your browser doesn't contact Google, YouTube, TikTok or anyone else while you browse.
Links to Etsy and YouTube only take you there if you click them. Those sites then have their own privacy notices.

Settings saved in your own browser. The site remembers a few small settings in your browser, such as whether you've seen the opening animation and whether the thunder sound is on. They stay on your device, we can't see them, and you can clear them by clearing your browser's site data. They are not used to track you.

Hosting. The website is hosted by Cloudflare. Like any web host, Cloudflare's systems process technical details such as your IP address, browser type and the page requested, to deliver the site and protect it from attacks. We don't use these details to identify you, and we don't receive visitor lists. Cloudflare's own privacy policy explains how they handle this information.

If you email us. Emails to our @matherandsons.co.uk addresses are passed on by Cloudflare Email Routing to our Microsoft Outlook inbox.

We use your email address and message only to reply and to keep a record of the conversation.
We keep emails for up to 2 years, unless they're part of an order or legal matter that needs keeping longer.
Our lawful basis is our legitimate interest in answering you, or taking steps you've asked for.

Shop orders. Rick Net Studio orders are placed and paid for on Etsy. Etsy handles your order, payment and delivery details under its own privacy policy. We see the details Etsy gives sellers to make and send your order (via our print partner) and use them only for that.

Axel Run, the free web game.

Axel Run is out now as a free early preview: you can play it in your web browser, and add it to your home screen to play offline.
No accounts, no adverts, no purchases and no chat. The game doesn't ask for names, emails or any other personal details, and has no online features.
The game sends nothing to us. Your child's progress, dens and pictures are saved only in your own browser on your device, and we can't see them.
Clearing your browser's site data (or removing the home-screen app) deletes that progress.
A grown-up agrees to the game's terms the first time it opens.

Children.

Axel's Big Little Choices and Axel Run are made for children aged 5 to 7 and the grown-ups who watch and play with them.
This website and the web game don't ask children for any information, have no sign-up or chat, and use no tracking. Please don't let children email us; a grown-up can contact us instead.
If we learn we've received a child's personal information, we'll delete it.

Your rights. You can ask to see, correct or delete personal information we hold about you, or object to how we use it. Email privacy [at] matherandsons.co.uk and we'll reply within one month. If you're unhappy, you can complain to the Information Commissioner's Office (ico.org.uk).

Changes. If we change how the site or the game works (for example, adding analytics, a newsletter or online features), we'll update this notice first.

Cookies

This website and the Axel Run web game set no cookies. They save only the small settings and game progress described above, in your own browser. These are needed for the site and game to work the way you chose and aren't used for tracking, so there's no cookie banner.

Website terms (short)

Using the site. You're welcome to browse, share links and enjoy it. Please don't copy our designs, artwork, videos or code for your own use without asking.
Our content. Text, artwork, the Axel characters, episodes and game, the Rick Net designs and the site's code belong to Mather & Sons unless stated. Some artwork is made with the help of AI tools, then checked by hand.
The web game. Axel Run is free to play for personal, non-commercial fun. It's provided as it is, and we may update it.
Shop. Products are sold through Etsy. Prices, delivery, returns and refunds are set out on each Etsy listing and follow Etsy's rules and your legal rights as a UK consumer. Your statutory rights are not affected.
Links. We're not responsible for other websites we link to.
Accuracy. We try to keep everything correct and up to date, but the site is provided as it is.
Law. These terms are governed by the law of England and Wales.