Patric Fassbender: I saw with my own children that conventional media, such as CDs and MP3s, were not a child-friendly way to consume their content. And as I couldn‘t discover any suitable medium for them far and wide, I thought, "Then I'll just do it myself".
The uniqueness of a product is reflected in its success. What is the USP of the Toniebox?
P. F.: The Toniebox combines two very important things for children: listening and playing! What’s more, the way it works completely intuitive – the whole audio system is actually designed from a child's perspective, which is why it’s so easy to get to grips with – even for the very young.
With the Toniebox, you have launched onto the market a product that has technology inside. Do you believe that new technologies and digitalisation are an opportunity for the toy industry?
Marcus Stahl: The Toniebox combines haptics with digital content. The special thing is that children are not aware of the digital element. For them, the Toniebox is magic and nothing technological at all. Nevertheless, the Toniebox would be unthinkable without the sophisticated technology inside it. In general, of course, technologies and digitalisation offer the toy industry a wealth of opportunities.
Effective marketing measures are required to increase brand awareness. Which marketing activities does Boxine GmbH rely on?
P. F.: We use, of course, a very broad set of marketing measures, because the Toniebox crosses into so many areas, be it B2B or B2C. We address our various target groups such as parents, children, retailers and the industry in general using various channels and measures. However, for us, it‘s always important to be authentic and to always act and communicate from within the brand.
Boxine GmbH almost has blogger potential. You are not only active on various social media platforms but also have a blog on your website. How important do you consider these modern communication measures to be?
P. F.: This area in particular is extremely important for us. It’s the most immediate and emotional communication channel and one of our most significant ones, too. This is where we get into direct contact with the Tonie fans and also get incredibly fantastic feedback.
You were an exhibitor at the Spielwarenmesse®. How important is appearing at the fair for your company?
M. S.: At the beginning, our main concern was to assert our presence in the market, to get to know the industry and to exchange ideas. In the meantime, the Spielwarenmesse® has become a major driver for our brand and the expansion of our network. In just a few days, we get to know the fundamentals of the industry and meet the people who are important to us.
The protective measures relating to Covid-19 have presented toy manufacturers with a number of challenges. How did Boxine deal with the situation and what measures have you taken to make the best out of the crisis?