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tonies reaches the upper end of its FY 2025 guidance

Portfolio expansion and internationalization drive profitable growth with record adjusted EBITDA margin

Key highlights

  • Revenue increased by 31% year-on-year (+36% at constant currency, “cc”) to EUR 630 million, driven by strong demand for the Toniebox 2 and double-digit growth across all markets
     
  • North America remained the largest growth driver, with revenue up 31% (+40% cc) to EUR 276 million
     
  • Product innovation and portfolio expansion accelerated growth in the DACH region despite a high comparison base, with revenue up 16% to EUR 214 million
     
  • Adjusted EBITDA margin improved to around 8.5%, reaching the upper end of the guidance range and highlighting the resilience of the business model
     

tonies successfully concluded a landmark year, achieving the upper end of its FY 2025 guidance with continued strong growth and improved profitability. Based on preliminary and unaudited figures, tonies recorded double-digit growth in all markets and a record adjusted EBITDA margin, despite a volatile macroeconomic environment.

Key growth drivers

Key growth drivers included the launch of the Toniebox 2, the expansion of the portfolio into new content categories and interactive games, and deeper global market penetration. Strong customer demand and successful new product launches were reflected in a particularly strong fourth quarter, which again accounted for around half of annual revenue.

Successful launch

CEO Tobias Wann commented that the successful launch of the Toniebox 2 demonstrated the scalability and adaptability of the platform and marked an important step toward establishing tonies as a global brand. CFO Hansjörg Müller emphasized that strong Q4 performance and margin expansion, despite the company’s largest product launch to date, underscored the fundamental strength and resilience of the business model.

FY 2025 financials (preliminary)

  • Group revenue: EUR 630 million (+31% YoY, +36% cc)
     
  • North America: EUR 276 million (+31% YoY, +40% cc)
     
  • DACH region: EUR 214 million (+16% YoY)
     
  • Rest of World: EUR 141 million (+64% YoY, +68% cc)
     
  • Adjusted EBITDA margin: ~8.5% (FY 2024: 7.5%)
     

Q4 2025

  • Group revenue up 31% (+39% cc) to EUR 313 million, driven by strong holiday season performance
     
  • Growth across all regions, with particularly strong momentum in North America and Rest of World
     

The audited full-year 2025 results will be published together with the tonies SE Annual Report on 14 April 2026.

Source: Press Release tonies 

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