Tonies kicks offs Hamleys partnership with celebrity storytelling

Published on: 18th October 2022

Author Giovanna Fletcher and YouTube star MC Grammar hosted the event to mark the launch of best-selling children’s brand Tonies in Hamleys.

Giovanna Fletcher and MC Grammar hosted the event.

A star-packed Gruffalo-themed storytelling session was held at London’s Regent Street store to mark the launch of Tonies at Hamleys and to celebrate the recent NPD data revealing Tonies to be the fastest-growing toy in the overall UK market.

Ten lucky fans and their families won tickets to Saturday’s event, which was hosted by podcaster and best-selling author Giovanna Fletcher and YouTube sensation and Sky TV Wonder Raps star MC Grammar. Other celebrity parents included Vogue Williams, Binky Felstead, Ali Bastian and Perri Edwards.

Guests enjoyed an immersive experience in the seven-floor setting, with the star of the show being a giant, larger-than-life Toniebox. MC Grammar captivated a thrilled audience of little ones with his own brand of edutainment, rapping his infamous World Book Day song and reading Julia Donaldson stories and songs, while Giovanna Fletcher surprised everyone by playing the leading part of a Room on The Broom production with kids from the audience.

Fans were also treated to goody bags of Tonies treasures and Gruffalo gifts to mark the occasion.

Tonies are now stocked at Hamleys and the new partnership tops off a hugely successful year for the magical storybox. Recent NPD data for July 2022 revealed Tonies to be the fastest-growing pre-school toy brand in the UK for the 12 months to June 2022 and the fastest-growing toy in the overall UK market.

Pinky Laing, Partnership & PR manager at Tonies, said: “We are so proud of our new partnership with prestigious toy store Hamleys. I remember running around Hamleys as a child, and so to see our products being stocked on the very same shelves is a dream come true.

“Working with Hamleys to create our new Tonies display in-store has been amazing, the team has been an absolute joy to work with, and just like excited kids, we are all looking forward to Christmas.”

With a raft of screen-free content, the Toniebox and accompanying Tonies provide hours of entertainment for different ages and there is also a range of matching accessories including headphones, carry cases and a car organiser, meaning the collection is perfect for travel too.


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