LICENSING NEWS

Tonies unveils latest additions, including Steiff, Shrek and Favourite Masterpieces

Published on: 28th October 2021

Children’s audio system Tonies has launched a cuddly collaboration with Steiff ahead of the festive season, while Shrek, Mickey and Minnie Mouse also join the range.

Tonies has added a number of new Tonies to its range of stories, songs and audio as it welcomes Steiff Soft Cuddly Friends, Shrek, Mickey Mouse, Minnie Mouse and Favourite Masterpieces to its line-up.

Steiff has collaborated with Tonies to introduce the first ever soft, cuddly Tonies – Hoppie Rabbit, Lita Lamb and Jimmy Bear. Each of The Soft Cuddly Friends contains six charming original stories by Katrin Wiegand and adapted by Jayne Kirkham. Every evening, when Lisa’s toy shop closes, Lita , Hoppie and Jimmy Bear wake up and take a ride on the moonbeam slide to the Land of The Soft Cuddly Friends, where their adventures begin.

Manon Sel, head of Business Development at Tonies, commented: “We are so thrilled to have collaborated with Steiff to create these distinctive and beautiful new Tonies, which are sure to be a favourite ahead of the Christmas period. Steiff’s commitment to quality, craftsmanship and child-first values were a natural fit for Tonies and we cannot wait for our little listeners to fall in love with the new Soft Cuddly Friends, just as we have.”

Dirk Petermann, CEO of Margarete Steiff GmbH, added: “We have spent a long time looking for the ideal partner to fuse storytelling with our popular Soft Cuddly Friends furry heroes. We have now found exactly the right fit with Tonies and its innovative Toniebox. We will be taking on the digital world with the audio players and our characters in a way that totally aligns with our Steiff values, so we are extremely enthusiastic about this forward-looking collaboration.”

Expanding the Tonies Disney range, Minnie and Mickey Mouse will also be joining the Tonies line-up, with Mickey and Friends and Minnie: When We Grow Up introducing listeners to two of Disney’s oldest and most loved characters.

Shrek will also be coming to Tonies, bringing with him the Dreamworks story of dragons, donkeys and fairy tale characters.

Finally, Tonies is releasing the new Favourite Masterpieces collection, to introduce children to stories from the world’s greatest operas and ballets, including tales and music behind some of the most loved classic stories: The Magic Flute, The Nutcracker and Hansel and Gretel.

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