tonies aims to double revenue by 2030 and outlines global expansion plans

tonies has announced its ambition to more than double group revenue to over EUR 1.4 billion by fiscal year 2030 and increase its adjusted EBITDA margin to 16–18% in the medium term. The company also plans to continue its global expansion, targeting at least two additional market entries in 2027 and aiming to establish a presence in all major world regions by 2030.

Financial ambitions and strategic roadmap

At its first Capital Markets Day, tonies presented its financial ambitions and strategic roadmap. The company’s growth strategy is based on three pillars: building a scalable ecosystem that generates recurring revenue, expanding internationally with significant growth potential in the United States and new markets, and further developing its platform-based financial model to drive operational leverage and margin expansion. Artificial intelligence will support product localization, shorten development cycles, and increase output efficiency.

Organic growth in existing markets

tonies expects the majority of its revenue growth to come from organic growth in existing markets, supported by new device generations and additional market launches. The company believes its growing base of activated devices and higher-margin platform revenues will contribute to improved profitability.

International expansion

International expansion remains a key growth driver. In the United States, tonies currently reaches around 12% of its target households, compared with approximately 58% in the more established DACH region. The company estimates a global addressable market of more than 570 million households. Its omnichannel strategy includes expanding retail distribution, with the number of points of sale growing by more than 30% annually since 2019 to over 25,000 worldwide.

Creation of a Global Advisory Group

tonies also announced the creation of a Global Advisory Group consisting of experts in child development, education, neuroscience, pediatrics, and family well-being. The group will provide independent expertise to support product and content development as the company continues to scale globally.

Recent additions the content portfolio

The company highlighted recent additions to its content portfolio, including Hasbro board game classics on Tonieplay, the launch of Bluey for the Toniebox, and upcoming products from its Pokémon partnership. According to tonies, its content portfolio includes many of the world’s leading children’s brands and reflects both the platform’s reach and industry trust.

Founded in Germany in 2014, tonies has sold approximately 12.2 million Tonieboxes and more than 165 million Tonies worldwide. The company reported group revenue of EUR 630 million in fiscal year 2025, representing 31% year-over-year growth, and is listed on the Frankfurt Stock Exchange in the SDAX.

Source: Press Release tonies