- CEO
- Tobias Wann
- Full Time Employees
- 634
- Sector
- Consumer Cyclical
- Industry
- Leisure
- Address
- 9, rue de Bitbourg Luxembourg LU Luxembourg 1273
- IPO Date
- Feb 11, 2022
- Business
- tonies SE develops, produces, and distributes an interactive digital audio platform and entertainment system for children, primarily offering the Toniebox, a cube-shaped, screen-free audio player designed for children aged 1 to 9. The company's core product portfolio includes the Toniebox 2, the successor to the original Toniebox, Tonieplay, an interactive line of screen-free games, quizzes, and adventures, and My First Tonies, a collection of soft, squeezable figurines targeted at babies and toddlers. The Tonies brand features over 1,300 figurines representing various stories and songs, with a digital library of more than 4,700 titles available through the mytonies app, including licensed content from partners such as Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, and Sony Music. Accessories such as headphones, transport solutions, and decoration products complement the main offerings.
Founded in 2013 and headquartered in Luxembourg with operations in Germany, the United States, the United Kingdom, and international markets, tonies SE has established a significant presence in the children's audio entertainment industry, holding approximately 50% market share in the DACH region. The company distributes products through various online and offline channels including retail partner stores, its own online shop, and major marketplace platforms such as Amazon.
Recent major developments include the launch of Toniebox 2 in 2025, marking the largest innovation since the original product's introduction, broadening the target age group, and deepening user engagement. Alongside this, tonies introduced Tonieplay, expanding into interactive, screen-free digital games for older children, and the My First Tonies line for younger audiences. The company reported a 52% year-over-year revenue increase for Q3 2025, driven by successful international expansion and new product offerings. tonies expects continued profitable growth, confirming full-year revenue guidance exceeding €600 million for 2025, with a focus on growth in North America and maintaining an adjusted EBITDA margin between 6.5% and 8.5%. The company emphasizes innovation frequency and platform loyalty as keys to its long-term growth strategy.
tonies SE operates primarily within the leisure and consumer discretionary sectors, targeting primarily children and families seeking high-quality, screen-free audio entertainment. It remains a leader in digital audio systems for children globally, maintaining partnerships with over 400 content licensors to ensure a diverse and engaging product slate.