Toniebox 2 to launch with interactive games in Australia & NZ
Tonies has announced the launch of its second-generation audio platform for children, the Toniebox 2, expanding its product range and introducing new interactive features for families in Australia and New Zealand.
The new Toniebox 2 is designed to build on the original device's approach to screen-free, independent audio play, targeting children aged 1 to 9 and older. The product is said to support a broader scope of family routines, child development milestones, and independence than its predecessor. Its release will coincide with the debut of Tonieplay. This category introduces interactive audio games and quizzes intended for solo or group play, helping to broaden the age range and use cases for the brand.
According to tonies, Toniebox 2 features a modernised software platform, enhanced durability, an intuitive tactile interface, and a new dynamic Light Ring, which provides visual cues during audio play or gameplay. There are updated features supporting sleep routines, as well as compatibility across all previously released Tonies figurines. Pre-orders for the Toniebox 2 and Tonieplay are now available, with the products expected to launch on September 15, 2025, in Australia and New Zealand.
Leadership perspectives
Tobias Wann, CEO of tonies, said:
"Today marks a very special day for everyone at tonies: With the launch of Toniebox 2, we are not only unveiling a completely new generation of our core device for the first time in our company's history – we're turning the page to open a new chapter of innovation that will deliver even more value to families over the coming years. Toniebox 2 embodies our ambition to lead the way in digital audio experiences for children through technology that is intuitive for children, providing high-quality content, and an exceptional user experience."
"Toniebox 2 is much more than just an updated version of the original – its interactive design lets even the youngest children take control of their play with simple, intuitive gestures. 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."
Ginny McCormick, Chief Experience Officer at the company, noted:
"Toniebox 2 builds on everything families already love – and unlocks so much more. 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. Families trust tonies to support meaningful moments throughout the day. With smarter bedtime and wake-up features, Toniebox 2 will integrate seamlessly into the daily lives of kids and families, supporting them from morning routines to nighttime wind-downs and creating more opportunities for child independence and easy routines."
Mark Duggan, General Manager for tonies Australia & New Zealand, commented on the regional rollout. "The launch of Toniebox 2 marks a major milestone in the tonies journey and represents a true game-changer for families. We are excited that Australia and New Zealand are launching in full alignment with our international markets in DACH, the UK and France – ensuring our passionate and growing community can be part of this next chapter from day one. Toniebox 2 will further strengthen tonies' position as a trusted companion for children and an integral part of family life, supporting both daily routines and early childhood development. With strong launch support and the addition of new retail partners Officeworks, JB Hi-Fi and The Memo, alongside our incredible existing major partners, Toniebox 2 is well positioned for commercial success from the outset."
New features and compatibility
Toniebox 2 introduces the new Tonieplay gaming system exclusive to the device. According to the company, Tonieplay will debut with twelve unique gaming titles, designed to foster decision-making, independence, collaboration, and creativity in children. The interactive games, quizzes, and challenges are developed in collaboration with education and gaming specialists and work alongside traditional audio stories.
Another addition with this generation is the My First Tonies range - soft, squeezable figures specifically designed for children aged 1 and up, aimed at encouraging curiosity and language skills without the use of screens or advertisements. Tonies maintains compatibility with the new Toniebox 2, ensuring it works with all previously released Tonies figurines and accessories. The original Toniebox 1 remains supported in the product lineup.
Commercial outlook
The release of Toniebox 2 is included in the company's financial guidance for 2025, with the full commercial impact expected to be realised in the fourth quarter and to continue in subsequent years. Tonies states that the launch is in partnership with more than 20 major retailers across Australia and New Zealand, aiming for broad market exposure from launch.
Since its founding, tonies has sold over 9.5 million Tonieboxes and more than 125 million Tonies figurines. The business model focuses on providing screen-free, audio-based engagement for children, collaborating with content creators and licensing partners globally. The introduction of Toniebox 2 is set to further expand the company's market reach to a wider age range and diversify its product portfolio.
The new device, interactive content, and accessories will be available for pre-order now and are scheduled for release in September 2025 in Australia and New Zealand. All previously released content and accessories are compatible between Toniebox generations, reinforcing the brand's commitment to platform longevity and sustainability.
