Tonies prepares for expansion to the US

Published on: 29th January 2020

The move is part of Boxine GmbH’s ambitions to drive forward its international brand presence.

Children’s audio system Tonies has announced its expansion into the US. Entry into the market is expected towards the end of the year and the preparations have already begun; parent company Boxine GmbH is in the process of establishing a headquarters in California and initiating the launch with licensors.

The move is part of Boxine GmbH’s ambitions to drive forward its international brand presence, and will be spearheaded by Christoph Frehsee, who has recently been appointed as US general manager. Christoph brings with him entrepreneurial experience from building a sustainable fashion and lifestyle brand, as well as personal experience of the toy market as father to his five-year-old son.

He said: “Toniebox will offer US customers a completely new way of listening to stories and music – children will have a device that they can operate independently without sitting in front of a screen. The trend for audiobooks is clearly growing across the world, and I am convinced Tonies will be well received by parents, as it has been in our European markets.”

Initially, the focus for the US launch will be on existing licences, and the headquarters in California will be established in direct proximity to relevant market players from the entertainment and tech industry such as Disney, which is one of Tonies key licence partners.

The international expansion of the Toniebox began in 2018, with the introduction of the product to Great Britain and Ireland.


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