Skip to content
**Stay Safe in the Skies** — Careers

Toniebox 2 debuts as Tonies accelerates global growth with bold marketing moves

From 10 million activated devices to leadership reshuffles, Tonies is rewriting children’s audio entertainment. Can the Toniebox 2 conquer new markets?

,   and  Administrator
1 min read
there was a room in which people are sitting in the chairs,in front of a table looking into the...
there was a room in which people are sitting in the chairs,in front of a table looking into the laptop and doing something,beside them there are many flee xi in which different advertisements are present which different text.

Toniebox 2 debuts as Tonies accelerates global growth with bold marketing moves

Tonies, the Berlin-based children’s audio brand, has seen rapid growth since its launch in 2014. The company recently released the Toniebox 2, backed by a worldwide marketing push. With over 10 million devices activated globally, its products now cater to children from ages one to nine and beyond.

The brand’s success began in Germany, where it introduced its first Toniebox before expanding internationally. Since then, more than 134 million Tonies—small figurines that play audio stories—have been sold. The latest model, the Toniebox 2, arrived in September, supported by a fresh global marketing campaign.

In 2024, tonies appointed Berlin’s Anomaly as its lead creative agency. The move aimed to strengthen its advertising efforts as the company continues to grow. Internally, leadership changes have also taken place. Claudia Lührs, previously Director of Marketing for the DACH region, stepped down on January 1, 2026, to become General Manager DACH. She now reports directly to Chief Revenue Officer Christoph Frehsee. Meanwhile, Johannes Gründler, Vice President of Sales for the DACH region, has taken over all e-commerce activities in German-speaking markets. The company is still searching for a replacement to fill Lührs’ former marketing role. One long-standing team member is Katrin Möller, who joined tonies in 2016—even before the first Toniebox launched. Her early involvement highlights the brand’s steady expansion over the past decade.

Tonies has cemented its position as a major player in children’s entertainment, with millions of devices in use. The recent leadership shifts and global marketing push suggest further growth ahead. The company’s focus remains on expanding its reach while maintaining its strong presence in the DACH regions.

Read also:

Related

Latest