7 minute read
The Big Interview: Tonies
Inset: tonies® says it will continue to acquire licences for key entertainment and book-led brands.
SUCCESS STORY
At a time where we need positive stories more than ever, tonies® has a whole batch of them in its burgeoning portfolio. The past year has seen the company far exceed its expectations in terms of growth, while new licence signings plus own brand content are set to build on this even further. PPS catches up with UK and Ireland md, Lucia Kreuzer, and asks what’s the story?
“W e had big plans for tonies® in the UK last year, but the multifold growth we have seen has been far beyond our expectations,” begins Lucia Kreuzer, UK and Ireland md at tonies®. “We have been so overwhelmed by the positive customer feedback, press and awards we have received. During this difficult year, the tonies® offering has been greatly appreciated by many families and children.”
Tonies is one of the companies which saw a major uptick for its products last year. With the move to working from home across the globe, there has been a real challenge in keeping children occupied and entertained as parents and carers try to work, without resorting to entire days in front of a screen.
Discussing the success, Lucia explains: “With tonies®, children can enjoy creative play, listen to the fun educational content, and stay connected to the family members they’ve sadly been separated from due to the pandemic – all without a screen or any assistance from parents.” In addition to this, the hand painted figurines add a collectability element,
Above: Lucia Kreuzer, UK and Ireland md.
Tonies is also a keen supporter of initiatives which aid with children’s learning and development. In May, it confirmed its support for Life-changing Libraries, the education project for England’s most underprivileged communities, which has been established by Waterstones Children’s Laureate Cressida Cowell and BookTrust.
“We really believe in the power of education and that the Toniebox has the potential to close the literacy gap,” says Lucia. “Listening to audiobooks and music helps children to improve literacy skills and vocabulary in an enjoyable, accessible way.
“This has just been proven by a report published by the National Literacy Trust that found that, during the first lockdown, more than half of children said listening to audiobooks increased their interest in reading and two in five said it made them more interested in writing. We have some powerful partnerships coming up to further support childrens’ development.”
Above: The company has a dedicated team working on all sustainable aspects of its business.
while a number of preschool licences – with new signings this year already including Peppa Pig, Bing and Monty & Co – add further desirability.
“In the past year we have added some very strong licences, including much-loved Disney favourites like Toy Story and Frozen and classic stories such as Elmer, to our ever-increasing portfolio, offering a curated and appealing range of stories, music and educational content for children,” says Lucia. “This year we have already very successfully launched our Peter Rabbit and PAW Patrol Tonies, and we have lots of fantastic Tonies coming in the next few months and years, spanning hit preschool brands to much-loved children’s classics, as well as educational topics and sing-along songs.”
The company also has plans to launch more Creative-Tonies – these have space for parents to record their own stories or to upload up to 90 minutes of content. “They’re perfect for when children want to listen to something a little bit more personal,” explains Lucia. “Of course, there will be some more own-brand Content Tonies in the future, with a range of story-led and educational topics.”
Growth in retail distribution has also been strong. Products are now available to buy in all major retailers including Smyths Toys, John Lewis and Selfridges, plus Easons and Arnotts in Ireland, independent toy stores and online at tonies.com and Amazon.
Lucia continues: “Excitingly, we also recently launched a tonies® pop-up at world-renowned department store Harrods, which was open until 29 May – [it was] a wonderful way to bring the tonies® brand and products to life and feature our bestselling Tonies from the collection of over 100 characters.”
The company also has a dedicated team working on becoming more sustainable in all aspects of the business – whether that is packaging, production processes or the product itself. “We are proud that our Tonieboxes are already products with a very long life, but there’s so much more we can do through repair and replacement programmes or second life options to give inactive boxes a reason to be used again,” Lucia offers.
When it comes to where future growth opportunities will come from, Lucia says the company will continue to put a “great deal of thought, research and work” into the content it brings to tonies®. “We really foster strong bonds between children and parents through the magic of storytelling - whether parents are introducing their children to their own nostalgic stories, listening together to the latest blockbuster story that their child loves, as well as our wonderful music and educational content,” she says. “And, of course, we are always looking to consumer trends and insights to predict the next bestseller. “We will continue to acquire licences for key entertainment and book-led brands, expanding our partnerships with the leading entertainment studios and publishing houses. We have some exciting partnerships in the educational space coming up, and we are also growing our range of own-brand Tonies.”
Left: The Gruffalo is among a strong licensed portfolio.
Peaceful development from day one
Introducing the beautiful new Boho Chic collection from Tiny Love, designed to engage and soothe as well as complement the design of any home with its natural materials and chic style. This collection features cute new characters; David the Toucan, Mark the Sloth and Janis the Koala and is comprised of a gorgeous Luxe Gymini, Luxe Musical Mobile, and the 2-in-1 Rocker.
RRP £54.99
The new Luxe Musical Mobile is the most stylish mobile from Tiny Love to date. The variety of electronic features, beautiful detailing and developmental elements make it a premium option for parents to entertain their little one and soothe them to sleep. The Musical Mobile not only boasts over 30 minutes of continuous music, but also has 5 kinds of white noise and a unique shushing feature, all designed to peacefully coax babies to nap. Technological features such as the volume control, automatic timer with three options and LED light for easy operation in the dark, mean that the mobile is simple to control and adjust to suit parents’ needs. The three plush character dolls, decorative leaf elements, vintage-inspired embroidery and soft mobile arm cover mean that the Musical Mobile is every bit as attractive as it is comforting.
RRP £109.99
The elegant Luxe Gymini is made with natural materials and premium fabrics, and features over 20 stimulating activities to entertain little ones and aid their development. The standalone, natural wooden toy arch features a musical Mark the Sloth doll that’s activated by baby, three gripping rings with a rattle and fun satin ribbons, a crinkly eucalyptus leaf mobile, and a plush take-along Koala huggy doll with rattle.
The deluxe double-padded activity mat is also packed with features including a dream catcher mirror, giant leaf kicker with rattle and crinkly textural plant toy with ring and bead ball. It’s also machine washable to make parents’ lives easier. The Luxe Gymini is accompanied by 12 developmental milestone cards, to help parents better understand how each interactive feature is helping their baby’s physical, cognitive and emotional growth.
This dual-mode rocker can be used either stationary for a comfortable nap, or as a rocker when little ones are feeling more energetic! It has 3 recline positions that can be adjusted using only one hand, a cosy inlay and the minimalist and lightweight design mean it’s easy to fold and store away. Made with premium soft materials and featuring a removable toy arch with a plush koala toy and rattle, both parents and baby will be kept happy with this addition to the Boho Chic collection.
