Tonieplay levels up: tonies® and Hasbro bring iconic games to Toniebox 2 in new audio-first formats

Tonieplay levels up: tonies® and Hasbro bring iconic games to Toniebox 2 in new audio-first formats

• New Tonieplay platform expands with three Hasbro Games titles, starting with Monopoly in 2026
• Tonieplay formats will add new twists, concepts, and interactive moments to classic board games
• Expansion with Hasbro Games supports tonies’ growth strategy and broadens audience

LUXEMBOURG, October 7, 2025 // tonies SE ("tonies"), the globally leading interactive audio platform for children, and Hasbro , a leading games, IP, and toy company, have expanded their long-term licensing agreement to bring select Hasbro Games titles to the recently launched Toniebox 2. Beginning in 2026, three classic Hasbro Games board games – including Monopoly – will debut in new Tonieplay formats, tonies’ new product category with interactive, screen-free games for solo and multi-play.

Tobias Wann, CEO of tonies, says: “Even before the launch of our Toniebox 2, Hasbro has been one of our most trusted and important licensors, with Tonies like Peppa Pig entertaining hundreds of thousands of children around the globe. Expanding our collaboration by bringing Hasbro ’s iconic games to the Tonieplay platform is a natural next step. Hasbro ’s household brands provide the perfect inspiration to maximize the potential of our new Tonieplay platform. In line with our Toniebox 2 strategic rationale, adding iconic games like Monopoly to the world of tonies will help us reach and inspire even more children, particularly among older target groups.”

With Tonieplay, tonies just recently launched a whole new gaming platform: exclusive to Toniebox 2, the interactive, screen-free gaming experience invites kids to actively lead their own stories and learning journeys in games, quizzes, adventures, and challenges even beyond listening. Tonieplay is built around a new, proprietary engine. It has launched with twelve unique games, and each title is designed to boost independence, confidence, and creativity. The Hasbro agreement further accelerates tonies’ ambition to grow this strategic area.

Ginny McCormick, CXO of tonies, adds: “ Hasbro is a perfect match for expanding our Tonieplay roster. Families trust both of our brands to enrich their kids’ lives by turning everyday play into meaningful moments of joy. Tonieplay exemplifies this joint mission, creating even richer experiences that give parents peace of mind and children the freedom to discover, imagine, and explore. I eagerly anticipate their launch next year, knowing they will create lasting memories for families everywhere.”

All titles in the tonies x Hasbro Games agreement are developed by tonies in close cooperation with Hasbro . While staying true to the originals, the Tonieplay versions will add new twists, concepts, and interactive moments to the classic board games. Further details – and additional titles – will be revealed closer to launch. All games will be available in tonies’ core markets: North America, DACH, UK, France and Australia/New Zealand.

Brian Baker, SVP of Board Games, PLAY-DOH and NERF at Hasbro , shares: “For generations, Hasbro games have been at the heart of family play. With Tonieplay, we can take MONOPOLY and other beloved games beyond traditional play and into interactive, screen-free adventures in ways only tonies can. It’s an exciting new way to experience our brands, while creating more opportunities for families to connect, discover, and play together.”

Marianne James, SVP of Global Licensing at Hasbro , concludes: “We’ve seen the success of our work with tonies across Hasbro ’s preschool brands, and this next chapter with Hasbro Games shows just how much is possible through licensing. By adapting MONOPOLY and other favorites for Tonieplay, we’re giving families more ways to experience our brands in the formats they want — which is what great licensing is all about.”

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).

About Hasbro

Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 164 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.  

Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.

For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50, and a Brand that Matters by Fast Company. For more information, visit https://corporate.hasbro.com or @ Hasbro on LinkedIn.   

Media contact

tonies:

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

Hasbro :

Kim Kugler
Manager, Brand Communications
E-mail: kimberly.kugler@hasbro.com

Investor Relations contact

tonies:

Peter Dietz
Manager Investor Relations
Phone: +49 173 901 8573
E-mail: ir@tonies.com