Tonies

{{Short description|Luxembourgish toy production company}} {{for-multi|the name|Tonie|other uses|Tony (disambiguation)}} {{Infobox company | name = Tonies SE | logo = | logo_caption = | logo_upright =  | logo_alt = | type = SE | industry = Toys | predecessor =  | founded = 2013 | defunct =  | fate = | successor =  | hq_location_city = Luxembourg City | hq_location_country = Luxembourg | area_served =  | key_people = Tobias Wann, Jan Middelhoff<ref name="bb23">{{Cite web |last=|first=|date=2 November 2023 |title=Faßbender und Stahl übergeben an Tobias Wann |url=https://www.boersenblatt.net/news/fassbender-und-stahl-uebergeben-tobias-wann-307099 |access-date=5 January 2024|website=Börsenblatt}}</ref> | products = Toniebox, Tonies, Accessories | revenue = €600M (2024)<ref name=":13">{{Cite web |last=Hoffmann |first=Jürgen |date=22 September 2023 |title=Der Kampf um die Hoheit in den Kinderzimmern |url=https://www.welt.de/regionales/hamburg/article247614092/Streaming-vs-Figuren-Der-Kampf-um-die-Hoheit-in-den-Kinderzimmern.html |access-date=27 October 2023 |website=Die Welt}}</ref> | num_employees = 400 (2022)<ref name=":2" /> | parent = | website =  }}

'''Tonies SE''' (stylized: tonies) is a toy production company based in Düsseldorf and Luxembourg City.<ref>Horch, Wolfgang (11 February 2022). "Hamburger Hörspielwürfel stark gefragt". ''Hamburger Abendblatt''.</ref> The company's main product is the Toniebox, a cube-shaped digital audio device designed for children.<ref name=":0">{{Cite news |last=Hassenkamp |first=Milena |date=1 March 2018 |title=Toniebox: Nie mehr verkratzte Conni-CDs |url=https://www.zeit.de/wirtschaft/2018-02/toniebox-kinder-entertainment-hoerbuecher-musik/komplettansicht |access-date=2 January 2024 |website=Zeit Online}}</ref><ref>{{Cite web |title=The viral Toniebox is exactly what both kids and parents want from a smart device |url=https://www.zdnet.com/home-and-office/home-entertainment/the-viral-toniebox-is-exactly-what-both-kids-and-parents-want-from-a-smart-device/ |access-date=2025-08-12 |website=ZDNET |language=en}}</ref> thumb|Toniebox with toy figure

== History == === Founding and beginnings === The concept of Tonies originated in 2013, when the prospective founder, Patric Faßbender, had the idea of developing a digital audio system for children in order to avoid scratched CDs and provide screen-free entertainment.<ref name=":0" /> Marcus Stahl became a business partner and took over the technical development of the Toniebox. The development of the speaker cube received backing from investors within their social network. Subsequently, Boxine GmbH was founded by Faßbender and Stahl in 2013 and garnered further support from investors.<ref>{{Cite web |last=Michel |first=Katja |date=1 June 2019 |title=Toniebox: Wie zwei Väter ein digitales Abspielgerät für Kinder erfanden |url=https://www.capital.de/karriere/toniebox--wie-zwei-vaeter-ein-digitales-abspielgeraet-fuer-kinder-erfanden-31110844.html |access-date=2 January 2024 |website=Capital}}</ref><ref>Foß, Oliver (2 September 2016). "Hörfiguren sollen CD und MP3 im Kinderzimmer ablösen". ''Wirtschaftswoche''.</ref><ref>Anna Steiner: "Jeder will Benjamin Blümchen: Bunte Figuren bringen jetzt Hörspiele ins Kinderzimmer – ein ganz großes Ding." ''Frankfurter Allgemeine Zeitung''. 17 December 2017.</ref>

In the summer of 2016, product development was completed, and Boxine launched the first Toniebox and 14 Tonies (audio play characters). Boxine received its first licence from WDR.<ref name=":1">{{Cite web |last=Scheerer |first=Katharina |date=2023 |title=Tonies – Revolution im Kinderzimmer |url=https://www.ihk.de/duesseldorf/existenzgruendung/mutmacher-seite/tonies-revolution-im-kinderzimmer-3789434 |access-date=2 January 2024 |website=IHK Düsseldorf}}</ref><ref name=":2">Böhme, Andreas (16 February 2023). "Tonies erobern jedes zweite Kinderzimmer". ''Iserloher Kreisanzeiger''.</ref>

=== Expansion and awards in German-speaking European countries === Up until 2017, the founders, Faßbender and Stahl, had to actively approach publishers to acquire licences. From 2018 onwards, publishers and large entertainment companies offered licences on their own initiative, and the company went on to produce Tonies characters such as Bibi and Tina, Peppa Pig, PAW Patrol,<ref>Heimann, Jan-Michael (17 May 2023). "Tonies sind in Westerstede voll im Trend". ''Nordwest-Zeitung''.</ref> Pippi Longstocking, Benjamin the Elephant, characters from the Three Investigators series, and Sesame Street. Sales increased every year, with a temporary disruption of deliveries in 2017 and 2018 due to high demand, resulting in the depletion of boxes and figures.<ref name=":0" /> While the company sold 30,000 boxes in the first quarter of 2016,<ref name=":3" /> this number increased to 148,000 units in 2017.<ref name=":2" /> Around 600,000 boxes were sold in 2018 and 2.7 million figures were sold until 2018.<ref>{{Cite web |last=Kerst |first=Michael |date=1 September 2021 |title=Toniebox Erfolgsgeschichte: Vom Düsseldorfer Start-up zur 850-Millionen-Firma |url=https://www.express.de/nrw/duesseldorf/toniebox-vom-start-up-aus-duesseldorf-zur-850-mio-firma-72706 |access-date=2 January 2024 |website=Express}}</ref><ref>"Mehr als 2,7 Millionen Tonies wurden bereits verkauft". ''Express''. 17 December 2018.</ref> Between 2017 and 2020, Boxine's revenue exceeded €100 million.<ref>{{Cite web |date=7 October 2020 |title=20 Millionen verkaufte Tonies |url=https://www.ihkmagazin.de/20-millionen-verkaufte-tonies/ |access-date=2 January 2024 |website=IHK Magazin}}</ref> In the German-speaking areas, Tonies increased its sales by 4.6 percent compared to the previous year, amounting to €158.3 million in 2022.<ref name=":4">{{Cite web |date=13 April 2023 |title=Tonies mit Umsatzwachstum von 37 Prozent |url=https://www.boersenblatt.net/news/tonies-mit-umsatzwachstum-von-37-prozent-283361 |access-date=2 January 2024 |website=Börsenblatt}}</ref>

In 2016, Toniebox was awarded the Red Dot Design Award,<ref>{{Cite web |date=2023 |title=Toniebox: Geschichten aus der Box |url=https://www.red-dot.org/de/project/toniebox-34526 |access-date=2 January 2024 |website=Red Dot Design Award}}</ref> followed by the German Design Award<ref>{{Cite web |title=Toniebox & Tonies |url=https://www.german-design-award.com/die-gewinner/galerie/detail/7858-toniebox-tonies.html |access-date=2 January 2024 |website=German Design Award}}</ref> and the iF Product Design Award in 2017.<ref>{{Cite web |date=2023 |title=Toniebox & Tonies: Audio player and figures |url=https://ifdesign.com/en/winner-ranking/project/toniebox-tonies/204668 |access-date=2 January 2024 |website=iF Design}}</ref> In 2019, the company received the German Founder Award in the category ''Rising Star''.<ref>{{Cite web |date=3 July 2019 |title=Aufsteiger des Jahres: Tonies gewinnen den Gründerpreis 2019 |url=https://www.boersenblatt.net/archiv/1686542.html |access-date=2 January 2024 |website=Börsenblatt}}</ref>

''IG Hörbuch'', an association of audiobook publishers and retailers within the German Book Trade Association, awarded their "Audiobook Person of the Year" award in 2020 to the two inventors of the Toniebox.<ref>{{Cite web |date=13 October 2020 |title=Ritterschlag für Tonies-Erfinder |url=https://www.boersenblatt.net/news/verlage-news/ritterschlag-fuer-tonies-erfinder-154869 |access-date=2 January 2024 |website=Börsenblatt}}</ref>

In January 2019, Boxine introduced the ''Tonie Clip'', a new technology enabling the connection of existing toys to the Toniebox. In the same month, Playmobil became the first cooperation partner, incorporating the Tonie Clip into their radio play series, ''Playmos''.<ref>{{Cite web |date=10 January 2019 |title=Neuer Lizenzpartner für die Tonies: Playmobil kommt auf die Box |url=https://www.boersenblatt.net/archiv/1581367.html |access-date=2 January 2024 |website=Börsenblatt}}</ref> Also in January 2019, the company announced its collaboration with Disney.<ref>{{Cite web |date=29 January 2019 |title=Disneyhelden für die Toniebox |url=https://www.boersenblatt.net/archiv/1590235.html |access-date=2 January 2024 |website=Börsenblatt}}</ref>

In September 2019, the industrial holding ''Armira'', ''Santo Venture Capital,'' and Zalando founder Robert Gentz invested in Boxine. A spokeswoman for Boxine confirmed a partial change in shareholders but not a complete sale. According to the spokeswoman, the founders, Faßbender and Stahl, remained in the company and retained their shares. Only the strategic investors who were involved in Boxine before the shareholder change relinquished their shares.<ref>{{Cite web |last=Heuberger |first=Sarah |date=3 September 2019 |title=Millionen-Deal: Gesellschafterwechsel beim Toniebox-Hersteller |url=https://www.businessinsider.de/gruenderszene/business/gesellschafterwechsel-toniebox-hersteller-boxine/ |access-date=2 January 2024 |website=Business Insider}}</ref>

=== International expansion === Since October 2018, the company has been selling the Toniebox in Great Britain and Ireland.<ref>Rinke, Florian (1 December 2018). "Jim Knopf und die wilde Kundschaft". ''Rheinische Post''.</ref> Since 2020, the Toniebox has also been available in the United States.<ref name=":3">"Enkeltaugliches Wirtschaften: Wie Deutschlands innovativste Mittelständler die Zukunft sehen". ''Wirtschaftswoche''. 28 September 2020.</ref><ref name=":5">{{Cite web |date=12 October 2023 |title=Tonies startet in Kanada |url=https://www.boersenblatt.net/news/buchhandel-news/tonies-startet-kanada-305109 |access-date=2 January 2024 |website=Börsenblatt}}</ref> In September 2021, the company started selling Tonies in France.<ref name=":6">Anita Kiefer (12 December 2021): "Neu verpackte Töne im Kinderzimmer". ''Kurier''.</ref>

Since September 2022, Tonies has been working with Jebsen Group in Hong Kong, which sells English Tonies at Toys "R" Us and J Select, the Jebsen Group's retail store. Toys "R" Us and J Select distribute the Tonies to other regional retail partners.<ref name=":7">{{Cite web |date=28 September 2022 |title=Markteintritt in Asien: Tonies expandieren nach Hongkong |url=https://www.boersenblatt.net/news/verlage-news/tonies-expandieren-nach-hongkong-256341#:~:text=Die%20Tonies%20expandieren%20weiter%3A%20Ab,erfolgte%20im%20Rahmen%20einer%20Internationalisierungsstrategie. |access-date=2 January 2024 |website=Börsenblatt}}</ref> Since 2023, the company has also been active in the Canadian market.<ref name=":5" />

=== Initial public offering === In June 2021, Boxine announced its intention to go public with a Spac.<ref>{{Cite web |last=Rinke |first=Florian |date=18 June 2021 |title=Per Spac aufs Parkett: Tonieboxen-Erfinder Boxine soll an die Börse gehen |url=https://rp-online.de/wirtschaft/unternehmen/startups/boersengang-spielzeughersteller-boxine-will-ueber-spac-an-die-boerse-toniebox-erfinder_aid-59684263 |access-date=2 January 2024 |website=Rheinische Post}}</ref> At the end of August 2021, it was announced that Boxine would be listed on the Frankfurt Stock Exchange through a merger with the shell corporation 468 SPAC I SE. The management of the company remained with the company's two founders, both of whom retained their shares in the merged company. The merger was expected to generate gross proceeds of €400 million and valued the company at €870 million.<ref>{{Cite web |date=31 August 2021 |title=Hersteller der Tonie-Boxen geht an die Börse |url=https://rp-online.de/nrw/staedte/duesseldorf/boxine-aus-duesseldorf-hersteller-der-tonie-boxen-geht-an-die-boerse_aid-62474723 |access-date=2 January 2024 |website=Rheinische Post}}</ref><ref>{{Cite web |date=31 August 2021 |title=Zusammenschluss mit 468 Spac: Die Tonies gehen an die Börse |url=https://www.boersenblatt.net/news/literaturszene/die-tonies-gehen-die-boerse-194821 |access-date=2 January 2024 |website=Börsenblatt}}</ref> The company was listed on the Frankfurt Stock Exchange on 29 November 2021, and subsequently changed its name to Tonies SE.<ref>{{Cite web |last=Rinke |first=Florian |date=29 November 2021 |title=Kurssteigerung nach Handelsstart: Die Tonies sind jetzt an der Börse |url=https://rp-online.de/wirtschaft/unternehmen/startups/die-tonies-sind-jetzt-an-der-boerse_aid-64347283 |access-date=2 January 2024 |website=Rheinische Post}}</ref> Tonies generated proceeds of €100 million with the IPO, and through a subsequent capital increase, the company generated additional capital of €60 million.<ref name=":8">Mohr, Daniel (15 July 2023). "Von Flops zu Hoffnungsträgern". ''Frankfurter Allgemeine Zeitung''.</ref>

=== More recent developments === In November 2022, Tonies produced a Tonies commercial with Disney, which features the Toniebox and Disney characters from the films ''Frozen'', ''Moana'', and ''The Lion King''.<ref>{{Cite web |date=23 November 2022 |title=Globaler Kampagnenspot: Tonies-Weihnachtsspot aus der Disneyschmiede |url=https://www.boersenblatt.net/news/literaturszene/tonies-weihnachtsspot-aus-der-disneyschmiede-264749 |access-date=2 January 2024 |website=Börsenblatt}}</ref>

In May 2023, the group introduced a story generator based on ChatGPT, involving 1,000 households in Great Britain. Through the Mytonies app, parents and children were able to access a child-friendly version of ChatGPT and use artificial intelligence to invent new short stories.<ref>Henschke, Maik (20 July 2023). "Wie KI das Kinderzimmer erobert". ''Berliner Morgenpost''.</ref><ref>{{Cite web |last=Fründt |first=Steffen |date=7 May 2023 |title=Wenn sich ChatGPT die Gute-Nacht-Geschichte ausdenkt |url=https://www.welt.de/wirtschaft/article245208808/KI-im-Kinderzimmer-Jetzt-erfindet-die-KI-auch-Gute-Nacht-Geschichten.html |access-date=2 January 2024 |website=Die Welt}}</ref> In the same month, the brand Leibniz-Keks launched a limited-edition pack of biscuits, containing 8 Creative Tonies in the design of biscuits.<ref>{{Cite web |last=Triltsch |first=Marlene |date=31 May 2023 |title=Leibniz x Tonies: Neue Limited Edition im Handel |url=https://www.kaufda.de/insights/leibniz-x-tonies-neue-limited-edition-im-handel/ |access-date=2 January 2024 |website=Kaufda Magazin}}</ref> Additionally, Tonies began a collaboration with Warner Bros., expanding its range of Tonies figures to include characters such as Batman and Wonder Woman.<ref>{{Cite web |date=25 May 2023 |title=Audio: Batman auf der Toniebox |url=https://www.boersenblatt.net/news/buchhandel-news/batman-auf-der-toniebox-287957 |access-date=2 January 2024 |website=Börsenblatt}}</ref>

On 1 January 2024, the founders Faßbender and Stahl left the operative business of Tonies, and Tobias Wann became managing director.<ref name="bb23" />

In July 2025, the company produced a Ms. Rachel figure, which sold out almost immediately.<ref>{{Cite web |last=Dickson |first=E. J. |date=2025-07-26 |title=Moms Are Melting Down Over Ms. Rachel Merch |url=https://www.thecut.com/article/ms-rachel-tonies-target-sold-out.html |access-date=2025-08-12 |website=The Cut |language=en}}</ref>

== Company structure == Tonies conducts its business from six locations in Germany and one location each in the UK, US and France. Tonies' own subsidiaries sell to customers in the US and France. Sales for the United Kingdom and the Republic of Ireland are combined in a British subsidiary.<ref name="Jahresabschluss Tonies">''Tonies, Jahresabschluss zum Geschäftsjahr vom 1.1.2022 zum 31.12 2022.'' Business Register System. 6 June 2023</ref>

=== Shareholder structure === * Public Float – 40.86% * Armira Partners GmbH & Co. KG – 27.54% * Treasury Shares – 11.04% * Höllenhunde GmbH – 8.25% * 468 Spac Sponsors GmbH & Co. KG – 6.84% * Santo Ella Co-Invest GmbH & Co. KG – 5.48%<ref>{{Cite web |date=22 October 2023 |title=Fact Sheet Tonies |url=https://irpages2.eqs.com/download/companies/58387a/factsheet_36190_English.pdf |access-date=2 January 2024 |website=ir.tonies.com}}</ref> (2 January 2024)

== Products == The Toniebox is a padded cube with a length of twelve centimetres. Audio playback starts when a figurine is placed on top of the box; when the figure is removed, playback pauses. The Toniebox does not contain any controls; the ears of the box serve as volume controls.<ref>{{Cite news |last=Jansen |first=Jonas |date=29 December 2022 |title=Vom Kinderzimmer an die Börse |url=https://www.faz.net/aktuell/wirtschaft/unternehmen/tonies-gehen-vom-kinderzimmer-an-die-boerse-mehr-als-nur-spielzeug-18563866.html |access-date=2 January 2024 |website=Frankfurter Allgemeine Zeitung}}</ref> After the initial installation, the content is permanently stored in the box and can be accessed offline. The storage capacity of the Toniebox is 400 hours.<ref name=":10">{{Cite web |last=Schroeter |first=Christoph |title=Toniebox – Hörspiel-Würfel mit Ohren |url=https://rp-online.de/digitales/neuheiten/testbericht-toniebox-tonies-hoerspiel-wuerfel-mit-ohren-fuer-die-kleinen_aid-18402379 |access-date=2 January 2024 |website=RP Online|date=19 December 2019 }}</ref> In addition to the Tonies figures and the Toniebox,<ref name=":1" /> the company offers so-called Creative Tonies, which can be filled with up to 90 minutes of custom content.<ref>Julia Vogelmann: "Büchereien bieten Tonies für kleines Geld an". ''Haller Tagblatt.'' 19 August 2023''.''</ref> The content of the Creative Tonies is not recorded directly via the Toniebox but can be loaded onto the Tonies via a smartphone app.<ref name=":10" /> The company maintains a Tonie Lab in which it develops its own audiobooks such as the Secret Science Club series, which introduces children to science.<ref>{{Cite web |last=Schneyink |first=Doris |date=2 January 2023 |title=Ihre Idee bevölkert heute die Kinderzimmer in Deutschland: Die Toniebox |url=https://www.stern.de/wirtschaft/die-toniebox-legt-hoerspiele-neu-auf--die-geschichte-der-gruender-33048856.html |access-date=2 January 2024 |website=Stern}}</ref>

The hard rubber Tonies figures are developed, designed, and tested in a development centre in Schwäbisch Gmünd,<ref name=":9">{{Cite web |last=Wasserbäch |first=Anja |date=29 June 2023 |title=Viele, viele bunte Tonies |url=https://www.stuttgarter-zeitung.de/inhalt.zu-besuch-in-schwaebisch-gmuend-viele-viele-bunte-tonies.c16db9c9-ad16-487f-8e47-e5e6bcac0888.html |access-date=2 January 2024 |website=Stuttgarter Zeitung}}</ref> while they are manufactured in Tunisia and China. The Toniebox itself is produced in China, Hungary and Vietnam.<ref name=":0" /><ref name=":9" /><ref>{{Cite news |last=Pitel |first=Laura |date=24 August 2025 |title=Tonies chief sees further growth in America despite raising prices of its most expensive figurines |url=https://www.ft.com/content/05d65265-fa90-4d7c-837a-10cd89a6d436 |access-date=24 August 2025 |work=Financial Times}}</ref>

== References == {{reflist}}

== External links == * [https://tonies.com/de-de/ Official website]

Category:Toy companies of Germany Category:2010s toys Category:Electronic toys Category:Portable media players Category:Products introduced in 2013