Tonies ranked by NPD as one of the fastest growing pre-school toy brands

Published on: 28th September 2022

Tonies – the world’s largest interactive audio platform for kids – is bracing for a bumper Christmas season thanks to strong sales and a raft of new launches.

The latest NPD data for July 2022 has revealed Tonies to be the fastest growing pre-school toy brand in the UK during the 12 months to June 2022. with its Toniebox ranking as the fastest growing toy in the overall UK market.

Lucia Kreuzer, GM UK & IR at Tonies, said: “We are thrilled with the latest NPD results. Being the fastest growing pre-school toy brand over the last 12 months is a testament to the team’s hard work and commitment to create a product and content that children love. These results are also proof of the strong collaborations we have with our great retail partners and licensors. Knowing we are the top toy brand on gift lists this Christmas is something we are incredibly proud of; however, we are not complacent and will continually strive to find new and exciting ways to bring joy and happiness to families and children through the magic of audio entertainment.”

Since its launch in 2016, the company has developed over 600 different Tonies and sold more than 3.9m Tonieboxes and 47m Tonies globally. Partnerships have included the launch of educational Tonies with National Geographic and the CBBC favourite, Horrible Histories, as well as Roald Dahl, Julia Donaldson, Enid Blyton and Michael Rosen. The brand has also launched collaborations with the UK’s leading educational resources platform, Twinkl, and a partnership with Moshi – the sleep and mindfulness app for children.

The Moshi kids’ app has hundreds of audio stories to capture kids’ imaginations, help them to fall asleep faster and unlock their potential. Paired with the musical Toniebox, this collaboration adds to Tonies range of enchanting and engaging content. Moshi’s calming collection is brought to life by the cute and colourful troop of Creative-Tonies. Children can enjoy meditative stories and songs that will capture their imaginations and provide them with a safe space to explore the challenging moments of their day, before lulling them gently to sleep with playful guided meditations backed by early development experts.

Liz Peters, head of Portfolio UK, says: ‘‘Moshi gets kids to sleep faster, for longer, and knowing that so many parents already use their Toniebox as a bedtime companion, Tonies x Moshi presents the perfect partnership. Moshi is the No. 1 kids’ sleep and mindfulness app in over 60+ countries and so many parents rely on it to help their children get to sleep. Working with the team at Moshi has been an absolute delight, and our free content drops are just the start of our collaboration. I’m sure there are going to be so many relieved parents rushing to download free Moshi content from our Mytonies app straight to their kids’ Creative-Tonies.”

Other new licensed Tonies launches include the iconic Disney Princess Pocahontas, while Netflix favourites My Little Pony and Karma’s World are also part of the star-studded line-up.


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