tonies achieves exceptionally strong third quarter
tonies accelerated its growth in the first nine months of 2025 following the successful launch of Toniebox 2 and Tonieplay. Revenue increased by 32.9% (cc) year-on-year to EUR 321.8 million (9M 2024: EUR 242.1 million), driven by a strong third quarter with revenue growth of 52.3% (cc). With the launch of Toniebox 2 and Tonieplay, the company has created an entirely new product category – interactive, screen-free games for single and multiplayer experiences – thereby expanding the appeal of the platform, deepening the loyalty of existing customers interested in upgrading, and opening up new growth prospects.
Introduction of the Toniebox 2 and Tonieplay
Tobias Wann, CEO of tonies, comments: "The third quarter was exceptionally successful for tonies and marked by the launch of Toniebox 2 and Tonieplay, which is reflected in a revenue increase of more than 50%. Nine years after introducing the category of independent, screen-free audio games for children with the first Toniebox, tonies is opening a new chapter. With these innovations, we are capturing the spirit of the times, redefining interactive play, and driving our industry forward. Our strong growth in North America, global partnership with Hasbro, and comprehensive innovation pipeline demonstrate that tonies is evolving into a global platform for interactive, screen-free play. Overwhelmingly positive customer feedback confirms that we have redefined play and learning for an entire generation.“
Sales performance since the beginning of the year shows strong growth momentum in all markets
tonies' global expansion strategy continues to deliver strong sales improvements in all markets in the first nine months of 2025. The share of sales from markets outside the DACH region rose from 53% to 59%, underscoring tonies' growing presence as the global market leader in this category.
Group: Revenue increased by 32.9% to EUR 321.8 million (cc), reflecting the immediate impact of new product launches with positive phase-in effects and expanded market penetration (nominal: +31.2% to EUR 317.6 million). Growth was evident in all regions and product categories.
North America: Sales increased by 36.0% to EUR 125.3 million (cc, nominal: +32.1% to EUR 121.8 million), driven by both direct sales and wholesale. Key factors include increased shelf space in retail stores, a larger number of points of sale, and the successful launch of Ms. Rachel Tonie in the third quarter.
Rest of the world: Sales rose by 80.4% year-on-year to EUR 64.4 million (cc, nominal: +78.4% to EUR 63.7 million). Thanks to improved product availability in France, the United Kingdom, Australia, and New Zealand, growth momentum remained strong.
Based on its strong performance in the first nine months of 2025, the successful launch of Toniebox 2 and Tonieplay, clear signs of sustained high market demand, particularly for the important year-end quarter, and a better assessment of the global impact of US tariffs, tonies confirms its forecast for strong and profitable growth in fiscal year 2025.
Source: Press Release tonies