My Toy Fair Blog – Tonies
Tonies at The Toy Fair
With global audiobook revenues set to surpass £3.51bn in 2021, it’s no wonder the Toniebox has emerged as the new must-have toy for young children, dominating the screen-free kids’ audio category. Tonies is revolutionising storytelling in the digital age, opening up a world of audio adventure for little listeners aged 3 to 8 years old, thanks to the playability and multifaceted nature of the Toniebox.
Combining audio, play and tech to get kids reading
What makes the softly padded, shockproof speaker unique and completely irresistible to kids is that it cleverly combines the concept of audio and the wonder of narrative with every child’s fascination with technology. The result? A colourful and interactive audio system that fosters imagination and encourages independent active play while inspiring a love for stories and books in a fun and educational way.
Available in every favourite colour, the Toniebox plays popular songs and stories via ‘Tonies’ characters. These beautiful hand-painted figurines bring your chosen audio to life, as well as having a collectible play value all of their own.
Designed to replace bright and over-stimulating screens, this portable storytime companion is perfect for little hands and wild imaginations. With simple tactile controls, and a battery life of 7 hours once charged, children can immerse themselves in music and storytime wherever they go, enjoying access to hundreds of adventures at their fingertips.
Kids will also love the ‘Creative-Tonies’. A troop of super-cute characters that arrive blank for you to record and upload 90 minutes of your very own audio. Whether it’s a story or a song, it’s a chance for you to get creative.
Brand partnerships with Disney and Peppa Pig
Brand partnerships with the likes of Disney, Peppa Pig and favourite CBeebies programmes have helped propel the Toniebox into every child’s orbit as the most coveted toy to get their hands on. The ever-expanding Tonies’ library includes well-known fairy tales, nursery rhymes and modern classics by the likes of Julia Donaldson, as well as a growing variety of engaging educational content.
The Toniebox is brilliant at transforming into the perfect sleepy-time friend, with a whole host of content to choose from. This season’s Christmastime collaboration with plush toy brand Steiff on Soft Cuddly Friends saw the creation of adorable soft toy Tonies that play lullabies and stories, making the Toniebox an even bigger hit at bedtime.
The rise of educational toys
Following two years of school closures and national lockdowns, the pandemic has definitely left its mark on the dynamic of toy selling. There’s been a huge consumer shift and emphasis on finding tech-based toys that offer educational value as well as promoting independent play.
“People are gravitating towards that ‘big present’ moment, and there are more higher-priced toys that offer greater playability and longevity like a Toniebox. It’s a beautiful thing because you can buy a main present, then other people can buy lots of other little presents (figurines) to build on it. We’re definitely seeing a move towards that ‘big gift’ moment rather than lots of tat,” explains toy expert Peter Jenkinson of Toyology.
Jenkinson also highlights the “shelf-worthiness” quality of the Toniebox. Sophisticated and stylish in design, and available in six eye catching colours, this is a product that will look the part in any playroom, nursery or bedroom.
The Tonies stand at The Toy Fair will host the launch of our new and exciting releases for January and February.