The brand strategy gave us the platform: tonies is the active listening platform that empowers us to grow. Our purpose: let listening spark exploration. The campaign question wrote itself. Where will listening take you?

Because that's the truth of the Toniebox. It's not just a speaker. It's a spark. The moment a kid puts a Tonie on the box, something opens up in them. Curiosity. Wonder. A world entirely their own.

On the verge of 10 million Tonieboxes sold globally, we knew our biggest asset wasn't media budget. It was the families behind every single one of those boxes. So we built the tonies Fan Club across social accounts in every market, feeding teaser content globally to turn existing fans into our most credible launch voices before a single ad ran. Research shows 88% of consumers trust recommendations from people they know above all other channels. The kind of reach you can't buy.

The launch rolled across three social phases: teaser, pre-launch and announcement before the "Starts with Listening" films, directed by award-winning Goh Iromoto and commissioned through Agency Brains, ran on TV, YouTube and VOD globally. OOH drove further acquisition, including Times Square in New York and the Beaugrenelle Mall in Paris. Each market held its own launch event, the new brand world brought to life consistently, with a local touch.

Within the first month, TB2 activated across all six markets simultaneously. Upgrader rates were strong in established markets, validating the fan-first strategy. New households immediately bought into the wider ecosystem, averaging multiple Tonie activations within their first week. The campaign didn't just sell a product. It launched a new chapter for the brand.

• +52% Q3 revenue growth during the launch period

• 80% of Tonieboxes sold in Q4 2025 were Toniebox 2

• Fastest cross-market rollout and first proper global campaign roll-out with real global consistency and local relevancy in tonies history.