Gastvortrag: Tonies

What tonies build?

the largest interactive audio experience platfrm for children (audio platform for kids)

→ Tonieboxes

What value creates a Toniebox for children?

• part of many daily routines (like drawing, eating)

• creates a emotional attachment (every kid remember their first device)

Why tonies has built a new category across segments beyond traditional toys?

• they not growing “with the market” → they taking growing share in existing markets (Toys, media streaming, education, Technology, Gaming)

• tonies as a firs mover/pionier

• customer trust in the tonies brand

Why is Tonies Business/Platform model successful?

• many subscriptions and purchase behavior

  • the box itself

  • Tonies purchases (figure)

  • new content experience, digital offers and accessories

• large and sticky user base

→ success is dependent on the ability to build a platform (as large as possible) and monetizing this through predictable, subscription-like purchase behavior in cohorts afterwards

What expansions did tonies to capture multi-dimensional growth opportunities

aim: build a global icon

• DACH penetration expansion:

  • Leverage strong domestic DACH market, capture full potential

• International expansion:

  • Scale up successful market entries (esp. US) and enter further markets from the roadmap

• Product and platform expansion:

  • Expand content offering and extend depth/breath of the portfolio into adjacent products and merchandising

What is Tonieplay and why did tonies add it?

• add to create additional value to the product ecosystem next to Tonie figurines

• Tonieplay = audio-bases interactive play

  • realized that interactive entertainment is very lucrative market

• it follows a similar business model compared to figurines

What are My First Tonies?

= A new form factor and range of Tonies

• Created just for kids 1+(soft design)

• tonies offers 100% own content → quality and trust for the buyers