A significant launch for Tonies this year is the Sleepy Friends collection, which made its exclusive UK debut at London Toy Fair in January.

In a pivotal, brand-defining moment for the company, Tonies’ new Sleepy Friends range includes the first ever Tonies-licensed Tonies range and a new Night Light Sleepy Sheep Tonie. The collection has been designed to support families with bedtime routines, rated as the most popular reason for using the Toniebox by consumers in a recent Survey Monkey study. An impressive 87% of respondents said the Toniebox assists in making bedtime routines easier, inspiring the development of the Tonies Sleepy Friends range.

Launching this month, the Sleepy Friends Tonies collection includes three loveable characters: Sleepy Bear, Sleepy Rabbit and Sleepy Sheep. Each Sleepy Friend Tonie has been created to encourage the perfect sleep-inducing environment to help little ones drift off, creating calmness, peace and relaxation to take the stress out of bedtime routines.

Sleepy Bear Tonie sets the tone for relaxation, with a feel-good story about bedtime routines perfectly balanced with calming music and songs. Sleepy Rabbit plays warm, classical music with soothing harps, pianos and violins alternating as the lead instrument. Sleepy Sheep plays lullaby melodies featuring relaxing instrumental music combined with different nature sounds.