TONIES® INTRODUCES NEW TONIEBOX 2, TONIEPLAY AND MY FIRST TONIES

Next Generation of Interactive, Screen-Free Audio Entertainment Redefines How Kids Grow Through Independent Listening, Touch and Play at All Ages and Stages of Childhood with Stories, Sounds, Music and Now Gaming   

PALO ALTO, Calif., Aug. 27, 2025 /PRNewswire/ -- tonies^®, the world's largest interactive audio platform for children, today announced the launch of Toniebox 2, the company's largest innovation since creating the category of independent and screen-free audio play for children. This is the brand's biggest innovation since its foundation in Germany in 2014, marking a milestone for the company and the introduction of a whole new way to play with tonies. With new content and experiences designed and tested for ages 1 to 9 years old and beyond, Toniebox 2 engages kids in screen-free, ad-free, independent play with stories and songs that inspire adventure, curiosity, confidence, and imagination throughout childhood. Created for kids' hands, powered by their choices, and built to help them grow, Toniebox 2 is also now enhanced with a Sleep Timer with Light, Sunrise Alarm, and Light Ring to help families build sleep habits for better bedtimes, wakeups and everyday routines.

Coupled with the Toniebox 2 launch, tonies is unveiling its expansion into gaming with the introduction of Tonieplay, a new category of interactive, screen-free games, quizzes, and adventures that is geared for older children. Tonieplay lets kids actively decide the course of these challenges through a board-game-like experience that enhances gameplay with friends and family. Along with Tonieplay, the brand is also introducing its first collection for babies and toddlers called My First Tonies, which are soft, squeezable Tonies designed especially for kids ages 1+.

Toniebox 2 builds on the success of the original Toniebox, now with two ways to play for all ages and stages of childhood. It reinforces tonies' role as a trusted companion for kids and an integral part of family life, both in daily routines and throughout early childhood development.

"Today marks a very special day for everyone at tonies. With the launch of Toniebox 2, we are unveiling a completely new generation of our core device for the first time in the company's history," says Tobias Wann, CEO of tonies. "Toniebox 2 is much more than just an updated version of the original - it fully delivers on our ambition to lead the way in digital audio experiences for children through technology that is intuitive, high-quality content, and an exceptional user experience, with even the youngest children taking control of their play. This seamless transition from linear listening to active discovery – and even to restful sleep – is designed to promote children's independence and self-confidence as they learn, play and grow. With these expanded capabilities, tonies evolves from a daily storyteller to a companion throughout the entire day."

Toniebox 2: Enhances the tonies Experience for Kids Aged 1 to 9 Years Old and Beyond

Toniebox 2 elevates the joy and magic of interactive audio entertainment and education that tonies brings to children around the world. With more than 9.5 million boxes and over 125 million Tonies figurines sold, the tonies portfolio includes hundreds of the world's most beloved children's characters, stories and songs, plus all new stories to explore. Now, Toniebox 2 is adding a new generation of features, interactivity, and gameplay to the tonies experience that kids–and their parents–already know and trust.

Toniebox 2 has a modernized design and new colors; rounded corners, and even more squeezability. A newly introduced dynamic Light Ring glows in rainbow colors when Tonies are playing and gives helpful light cues to guide kids through the Tonieplay games. New smart bedtime and wakeup features promote better sleep routines while the refreshed tonies app lets parents easily adjust settings, monitor usage, and rest easy knowing that their kids from 1 to 9 years old and beyond can play independently, without exposure to screens, ads, or content beyond the tonies ecosystem.

Unique features of Toniebox 2 include:

• Made for Independent Play - Designed with kid-friendly, intuitive controls, Toniebox 2 lets listeners explore stories, songs and games from all their favorite characters all on their own, boosting their confidence and independence.
• Grows with Your Kids - Designed for ages 1 to 9 years old and beyond, Toniebox 2 is built to last with hundreds of Tonies and Tonieplay games to choose from.
• Smart Bedtime and Wake-Up Features - The Sleep Timer with Light and Sunrise Alarm can help lay foundations for great sleep routines, making for better bedtimes, longer sleeps and easier mornings.
• Peace of Mind for Parents - Parents can rest easy knowing that with no screens or ads, their kids can safely and independently play, while keeping an eye on things with the tonies^® app.
• Loads of Songs, Stories and Games - There are hundreds of Tonies to choose from, with new ones launching every month. So, whatever they're curious about, there's a Tonie or Tonieplay game to keep them entertained.
• New, Fresh Color Palette - Whether Sunset Red, Cloud Pink, Tropical Teal, Sky Blue, or Moon Grey – thanks to the new colors, there is a box to suit every child's taste.
• Compatible with All Tonies - Toniebox 2 builds on the success of the original Toniebox with additional features, enhancements, and accessories while maintaining compatibility with all existing Tonies and other tonies products. Toniebox 1 remains fully functional. This seamless cross-generational compatibility reinforces tonies' commitment to long-term and sustainable platform value.
• A Whole New Way to Play - With Tonieplay the kids are in charge of our new interactive games, adventures, challenges and quizzes. Perfect for solo or team play.

"Toniebox 2 builds on everything families already love – but unlocks so much more," says Ginny McCormick, Chief Experience Officer. "We've stayed true to our vision of audio-first storytelling, while introducing a new layer of interactive play that empowers kids to discover, imagine, and explore through Tonieplay. With smarter bedtime and wake-up features, Toniebox 2 now supports families from morning routines to nighttime wind-downs, creating more opportunities for child independence and easy routines."

My First Tonies: A New Way for Babies and Toddlers to Play

My First Tonies, a new range of soft, squeezable characters specifically designed and approved for children aged 1+, will launch together with Toniebox 2. My First Tonies boost curiosity, spark imagination, and encourage playful learning through real-world sounds, age-appropriate songs, and a toddler-friendly format. They also help teach kids new words in a fun and engaging way. My First Tonies will include Farm (Cow, Horse, Pig), Travel (Airplane, Ship, Train), and Jungle (Monkey, Parrot, Tiger) sets.

Toniebox 2 and Tonieplay: The Only Toy that Takes an Audio Player and Injects it with Fun Games and Playful Learning.

With Tonieplay, tonies introduces a whole new way to play. Designed exclusively for Toniebox 2, Tonieplay turns the Toniebox into a safe and screen-free audio gaming experience that lets kids take the lead using the Tonieplay Controller. Kids can team up with friends and family or go solo as audio prompts guide players through stories, challenges and games from some of their favorite characters.

Tonieplay was developed by a team of experts in education and gaming, and includes a proprietary game engine that was developed to create a full ecosystem connecting features like Near Field Communication (NFC), savegames, and cloud services.

Tonieplay will launch with twelve unique Tonieplay Games featuring characters from PAW Patrol, Gabby's Dollhouse, Winnie the Pooh, Disney classics, and tonies' own Lalalinos.

Other key features of Tonieplay include:

• Safe, Screen-Free Gaming - Interactive games, quizzes and adventures in a safe gaming environment with no screens or ads.
• Helps Kids Thrive - Games can flex problem-solving and critical thinking skills, giving kids confidence in the real world.
• Fun for the Whole Family - Go solo or team up for a quiz or go on an awesome adventure with friends and family.
• Helps Increase Attention Span - Engaging games and stories can help enhance kids' focus and improve concentration.
• Boosts Self-Confidence - Games help to increase self-efficacy, making kids more likely to set and achieve goals.
• Supports Great Decision Making - Kids exercise their decision-making skills through games that invite participation.

"Tonieplay turns listening into active participation, which is not only great fun for children, but also supports their development in a playful way," says Christian Sprinkmeyer, Chief Product Officer at tonies.

Toniebox 2 will be available for pre-order on us.tonies.com and Walmart beginning August 27th, as well as Amazon on September 5. It will be available in-store exclusively at FAO Schwarz in NYC on September 15th followed by us.tonies.com, Amazon, Target, Walmart (online only), Kohl's and specialty retailers beginning October 5th. Walmart in-store purchase begins on November 1.

Toniebox 2 starts at $139.99 for Starter Sets, with bundles available from $159.99. Tonieplay Games and Sets for $19.99 - $34.99, Controller $14.99, and My First Tonies for $14.99- $39.99.

About tonies

tonies^® is the world's largest interactive audio platform for children with more than 9.5 million Tonieboxes and 125 million Tonies sold. The intuitive and award-winning audio system has changed the way young children play and learn independently with its child-safe, wireless, and screen-free approach.

Founded in 2014 by two fathers in Germany, where every second child now owns a Toniebox, the company is replicating its successful business model and expanding internationally. tonies brings the joy and magic of interactive audio entertainment and audio education to children around the world, with products available in over 28 countries on 4 continents and more to come. Tonieboxes have already been activated in over 100 countries.

tonies offers a range of more than 1,300 Tonies figurines to be placed on top of the Toniebox and around 4,400 digital titles through the tonies app – ranging from tonies Originals productions to content from around 400 licensing partners worldwide, including Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, Sony Music and many more.

With an average playtime of ~270 minutes per week it is the perfect everyday companion for little ones.

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SOURCE tonies®