The new partnership sees the introduction of a Calm Creative-Tonie designed to aid mindfulness, relaxation and sleep.
Tonies has teamed up with Calm, a leading mental health brand and app for Sleep, Meditation and Relaxation, to launch a special edition Creative-Tonie, preloaded with mindfulness activities, breathwork meditations and Sleep Stories, which the team says is perfect for navigating the chaotic countdown to Christmas.
This unique collaboration unites the ‘world’s happiest app’ with the fastest-growing pre-school toy brand in the UK market (according to NPD POS Retail Tracking Data data, 12ME June 2022 vs 21) to deliver everyday meditation and mindfulness to kids in a fun and accessible way through the Toniebox. The Calm Creative-Tonie marks the beginning of an important partnership between Tonies and Calm, with additional content drops already planned for 2023.
Together, Tonies and Calm aim to present kids with an innovative and magical way to learn the simple skills they need to cope with day-to-day challenges, nurture positive emotions and enjoy sleepy bliss at the end of every busy day, at Christmas and beyond.
The Creative-Tonie comes with pre-loaded content and space for users to record their own stories. A selection of audio tracks from Calm’s award-winning library includes Blowing Candles Meditation – a fun and easy breathing exercise to help young listeners shift their minds from active to calm – which is paired with a Body Scan meditation to help relax the body and mind. At bedtime, the Sienna: Queen for a Night story will help kids drift off and dream, as they listen to the adventures of a sleepy sloth in the tropical rainforests of Costa Rica.
Liz Peters, head of Portfolio UK, said: ‘‘Tonies is proud to join forces with Calm to bring a range of enchanting and effective mindfulness content to the Toniebox. Our special edition Creative-Tonie will provide a moment or two of much-needed calm for children and their parents this Christmas – the most wonderful but often overwhelming time of the year.”
The Calm Creative-Tonie joins the latest line-up of new Tonies released in time for Christmas, which includes Roald Dahl characters, Disney favourites, pre-school Animals Songs and the arrival of Blue’s Clues & You.
