# tonies®

> tonies is a German children's media and hardware company that wraps cloud-delivered audio in a toy a preschooler can operate alone. Its padded Toniebox plays stories, songs, learning content and games when a child places a collectible figure or game disc on top. That tiny ritual has become an ecosystem: roughly 12.6 million boxes and more than 173 million Tonies sold worldwide by June 2026, with repeat figure purchases making the hardware more valuable over time.

- **Founded:** 2014
- **Headquarters:** Düsseldorf, Germany
- **Founders:** Patric Faßbender (Co-founder and former co-CEO), Marcus Stahl (Co-founder and former co-CEO)
- **Team size:** More than 630 employees as of July 2026.
- **Products:** Toniebox, Classic Tonies, Creative-Tonies, My First Tonies, Toniebox 2
- **Notable:** Created and popularized the character-based, screen-free connected audio category for young children., Sold roughly 12.6 million Tonieboxes and more than 173 million Tonies by June 2026., Reached active users in more than 100 countries and built a catalog of about 1,500 physical Tonies plus more than 3,500 digital titles by July 2026.

## Products & services

- **Toniebox** — The original softly padded, Wi-Fi-connected children's audio player controlled by placing a magnetic Tonie figurine on top, squeezing its ears and tapping or tilting the cube.
- **Classic Tonies** — Collectible character figurines linked to licensed or original stories, music and educational audio.
- **Creative-Tonies** — Recordable and customizable figures that let families assign their own audio through the mytonies app and library.
- **My First Tonies** — Soft-touch sets and audio designed for younger listeners, helping extend the ecosystem down to age one.
- **Toniebox 2** — The second-generation flagship adds a 1+ certification, USB-C, a light ring, bedtime features and compatibility with Tonieplay while retaining compatibility with older Tonies.
- **Tonieplay** — Screen-free interactive games, quizzes and adventures for Toniebox 2 using game discs, cards, pieces and a physical controller.
- **Toniebox Lite** — A smaller, lighter and lower-priced listening-focused device compatible with all Tonies; announced for a North American launch beginning August 2026.
- **mytonies app and digital library** — The parent-facing layer for setup, volume and playback controls, Creative-Tonie management, digital titles and device settings.

## Achievements

- Created and popularized the character-based, screen-free connected audio category for young children.
- Sold roughly 12.6 million Tonieboxes and more than 173 million Tonies by June 2026.
- Reached active users in more than 100 countries and built a catalog of about 1,500 physical Tonies plus more than 3,500 digital titles by July 2026.
- Grew FY2025 revenue 31% to €630.3 million with an 8.6% adjusted EBITDA margin.
- Turned free cash flow and net income positive in FY2024.
- Made North America its largest market, with €276 million revenue in 2025.
- Joined the SDAX index in December 2025.
- Won design and toy recognition including a Red Dot Design Award, a LIMA Award and the 2019 German Founders Award.

## Latest updates

- **2026-08** — Reported H1 revenue of €242.9 million, up 38% reported and 41% in constant currency; North America grew 48% reported to €104.3 million. A heavier mix of Toniebox sales and US tariffs reduced the adjusted EBITDA margin to 0.7%, while full-year guidance remained unchanged.
- **2026-07** — Announced Toniebox Lite, a smaller, lighter and more accessible listening device launching first through Walmart in North America from August 22, then in the UK, Ireland, Australia and New Zealand in fall 2026.
- **2026-06** — Set a 2030 ambition for more than €1.4 billion in revenue and a 16% to 18% adjusted EBITDA margin, built around multiple devices, international expansion and higher-margin attach revenue.
- **2026-06** — Partnered with BBC Studios to launch Bluey Classic Tonies, Tonieplay experiences and accessories across major markets.
- **2026-06** — Extended CEO Tobias Wann's contract through the end of 2029.
- **2026-05** — Q1 revenue rose 29% to €125.6 million, led by Toniebox 2 adoption and growth across every region.
- **2026-04** — Reported record FY2025 revenue of €630.3 million and an 8.6% adjusted EBITDA margin; guided to more than €760 million in 2026 revenue.
- **2025-09** — Launched Toniebox 2 and Tonieplay, widening the target age range to 1 through 9+ and adding interactive screen-free gaming.

## Links

- Website: https://tonies.com
- LinkedIn: https://www.linkedin.com/company/tonies-gmbh/
- Twitter/X: https://x.com/ToniesUS
- YouTube: https://www.youtube.com/c/toniesUS
- Instagram: https://www.instagram.com/tonies.us/
- Facebook: https://www.facebook.com/tonies.us
- TikTok: https://www.tiktok.com/@tonies.us

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Profile page: https://yespress.io/tonies
Published by YesPress — https://yespress.io
Last updated: 2026-08-21