tonies® celebrates milestone with 10 million Tonieboxes sold worldwide

tonies® celebrates milestone with 10 million Tonieboxes sold worldwide

• tonies’ 10 millionth Toniebox sold was a brand-new Toniebox 2
• Toniesboxes have been activated in more than 100 countries
• Around 5.5 million Tonieboxes sold in DACH, nearly 3 million in North America, and more than 1 million in the UK
• Sales of Tonies figurines exceed 125 million

LUXEMBOURG, September 23, 2025 // tonies SE ("tonies"), the globally leading interactive audio platform for children, has surpassed 10 million Tonieboxes sold worldwide. The 10 millionth Toniebox sold was a brand-new Toniebox 2, highlighting both the company’s innovative strength and the growth potential of its next-generation platform. This achievement reinforces tonies’ position as the market leader in screen-free, interactive audio play for children.

Tobias Wann, CEO of tonies, says: “We are proud to have reached the milestone of 10 million Tonieboxes. What began as a simple idea has grown into a whole new category of screen-free entertainment for children, and seeing it embraced by so many families around the world is deeply rewarding. The numbers speak for themselves – tonies is the innovator and clear global market leader in this space. The first 10 million Tonieboxes were sold over nearly nine years, laying the foundation for our global platform. With Toniebox 2, we are building on this success – and I am confident the next 10 million will come much faster as we continue to raise our ambitions for the future.”

Ginny McCormick, CXO of tonies, adds: “Reaching 10 million Tonieboxes proves the timeless power of audio in a world overwhelmed by screens. Families turn to tonies because we give children independence without compromise, a safe, screen-free way to explore, image, and learn. With Toniebox 2, we are extending that promise, creating even richer experiences that give parents peace of mind and children the freedom to play and learn. This is only the beginning of where listening can take us.”

Tonieboxes have been activated in more than 100 countries around the world. In DACH, nearly 5.5 million Tonieboxes have been sold, making the brand a household staple with one in two families with young children owning a box. In North America, which has become tonies’ largest market by revenues within four years after launch, around 2.9 million have been sold to date. And in the UK sales have recently crossed the 1 million mark.

The 10 millionth Toniebox is more than just a number – it also marks the beginning of a new era. This milestone demonstrates the global relevance of tonies’ mission to provide children with meaningful, screen-free experiences that spark imagination and independence, and it sets the stage for the next chapter. By introducing a completely new generation of its core product, tonies is creating greater opportunities for child development while laying the foundation for accelerated global growth and innovation in the years ahead.

Toniebox 2 represents the company’s most important innovation since its founding, building on everything families already love about the original device while adding new features. With Tonieplay, tonies has introduced a whole new way to play: the interactive, screen-free gaming experience invites kids to actively lead their own stories and learning journeys in games, quizzes, adventures, and challenges beyond listening.

In addition, with its new 1+ age certification and the expansion into screen-free gaming through Tonieplay, tonies is expanding its product and accessories portfolio, significantly broadening its target age range – from previously 3-7+ years to now 1-9+.

About tonies

tonies® is the globally leading interactive audio platform for children with more than 10 million Tonieboxes and 125 million Tonies sold. The intuitive and award-winning audio system has changed the way young children play and learn independently with its child-safe,wireless,and screen-free approach.

Founded in 2014 by two fathers in Germany, where every second child now owns a Toniebox, the company is replicating its successful business model and expanding internationally. tonies brings the joy and magic of interactive audio entertainment and audio education to children around the world, with products available in over 28 countries on 4 continents and more to come. Tonieboxes have already been activated in over 100 countries.

tonies offers a range of more than 1,300 Tonies figurines to be placed on top of the Toniebox and around 4,400 digital titles through mytonies (library and app) – ranging from tonies Originals productions to content from around 400 licensing partners worldwide, including Disney, Warner Bros., NBC Universal, Mattel , Marvel, Paramount, Hasbro , Universal, Sony Music and many more.

With an average playtime of ~270 minutes per week it is the perfect everyday companion for little ones.

tonies has more than 560 employees, achieved a group revenue of €481 million in the last fiscal year 2024 (+33% YoY) and is listed on the Frankfurt Stock Exchange (tonies SE).

Media contact

Christian Steinhof
Head of Global Corporate Communications
Phone: +49 171 121 0279
E-mail: christian.steinhof@tonies.com

Mattes Kohlmeier
FGS Global
Phone: +49 162 104 1033
E-mail: mattes.kohlmeier@fgsglobal.com // press@tonies.com