Spielwarenmesse: Tonies strikes chord with UK parents in lockdown

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Tonies strikes chord with UK parents in lockdown

14. August 2020 14:10 h

Readies for US launch and drops Peppa Pig and Frozen this Q4

By www.toynews-online.biz

  • The audio-physical hybrid story-telling toy, Toniebox is going from strength to strength, having found a foothold in the UK’s lockdown period with parents and families in search for entertainment and edutainment resources for children who’s learning and story time was confined to the home during the nationwide school closure.

Over the course of the UK’s lockdown period, from March to June, Toniebox saw a surge in sales of its creative Tonies, reaching 40,000 over the four month period, while a total of 10,000 Tonieboxes were sold. The figures mark a vast uptake in Tonies during the ‘stay home’ period.

A European design to have emerged from the efforts of two German fathers and inventors, Tonies launched in 2015 and has since gone on to sell 1.5 million Tonieboxes around the world, and 16.6 million Tonies characters. Last year the firm turned over 100 million Euros.

The firm specialises in audio storytelling through its Tonies characters, and has built up a veritable portfolio of licensed titles, including the likes of The Gruffalo, as well as a slate of Disney licenses. In its latest development, Tonies is preparing for the launch of a new Peppa Pig Tonie characters this autumn, developed in partnership with Entertainment One and Hasbro.

A new Elsa from Disney’s Frozen and Frozen II will also launch. This is expected to land at retail this Q4.

On top of this, the firm – already well-established in the UK and across Europe – will be launching in to the US market.

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