Christoph Frehsee, the North American President and Managing Director at tonies, expressed, “Our unique, screen-free educational tool has garnered significant appreciation from parents. The activation of nearly 5,000 Tonieboxes in Canada is a testament to the enthusiasm and anticipation. We’re excited to broaden our reach in Canada and acquaint more young Canadians with tonies.”
Since its introduction in Germany in 2016, tonies has witnessed remarkable growth, with sales reaching 5.3 million Tonieboxes and 67 million Tonies worldwide. The Toniebox is not just another toy; it becomes animated when a meticulously hand-painted Tonies character is placed on it, revealing enthralling narratives and melodies. For its Canadian clientele, tonies presents Tonieboxes and headphones in three lively colors: blue, red, and pink. Kids can embark on a magical auditory adventure with a collection of 28 Content-Tonies (11 in French & 17 in English) – from beloved Disney® tales like ‘Encanto’ and ‘Frozen’ to popular franchises such as Paw Patrol and Peppa Pig. Additionally, tonies Originals like “Sleepy Friends” offer a serene listening experience. Content crafted in-house by tonies US and tonies France will now be accessible to Canadian households, underscoring the value of in-house production.
Marcus Stahl, Co-Founder and Co-CEO of tonies, commented, “Our U.S. operations experienced a remarkable revenue growth of over 200% in 2022, reflecting the brand’s appeal. Given Canada’s strong economy and demand for educational playthings, it’s a strategic and hopeful expansion for us. We anticipate the Canadian sector could account for 10% of our established US revenues.”
tonies is revolutionizing children’s playtime – promoting autonomy and creativity with its secure, wireless, and screen-free design. It’s more than a toy; with an average engagement of 268 minutes weekly, it’s a cherished companion. Motivated by its immense success in its primary market, DACH, where every second child possesses a Toniebox, the brand has expanded to 24 nations across three continents, with further expansion on the horizon. Notably, revenue from regions outside the DACH area surged from 19% in 2021 to 39% in 2022.
The proficient tonies US team spearheads the Canadian operations. This team, responsible for exceptional customer service and forging alliances with major retailers like Amazon, has been instrumental in the brand’s remarkable growth in the U.S., targeting an estimated EUR 116 million US revenue in 2023.
ABOUT TONIES
tonies® is the pioneering screen-free audio entertainment platform designed for young kids. Debuted in 2016 in Germany, co-founders Patric Faßbender and Marcus Stahl envisioned tonies® with their children in mind. This innovative system lets children delve into storytelling in today’s digital era, fostering their imagination without the need for screens. The Toniebox was crafted for families seeking wholesome entertainment at home, aiming to reignite pure imagination. Presently, tonies® is Europe’s fastest-growing toy brand and is gaining momentum in the U.S. Among its accolades, tonies® was recognized as one of Fast Company’s “World’s Most Innovative Companies for 2021,” securing a top spot in Education. For further details, explore tonies.com.
