The client

The key element of the Tonies® offering is The Toniebox.  The Toniebox is a screen-free musical storybox that brings songs, stories & joy to children every moment of the day. Kids simply pop a Tonie® character on top, squeeze the ears to turn the volume up and down, and tap and tilt the Toniebox to navigate their way through the stories and songs.  The Toniebox won “Best Pre School Toy” and “Best Electronic Toy 3-6yrs” in the 2023 Loved by Parents awards.

The brief

The brief was to produce an audio ad to persuade parents of preschool-aged children that the Toniebox is a worthwhile purchase by showing that Tonies® will bring their kids screen-free joy for years to come, while also helping them to develop their speech.  The ad was scheduled to run in selected podcasts to a media plan devised by media agency Goodstuff.

The solution

The Tonies audio ad was designed firstly to complement existing digital assets in terms of style and brand values, and secondly to sit comfortably in the podcast listening environment.  We wrote an engaging rhyme-based script involving a 6-year-old boy and a young mum.  The pace is upbeat and the mood is light, and the ad is brought to life with careful use of music, sound design and selected clips from Toniebox stories.  We used a touch of immersive 3D sound design to provide added cut through for headphone listeners. (85% of podcasts are heard through headphones or earphones).

Really delighted with the quality of our advert. Matt was very accommodating and turned it around with speed. Would definitely recommend.”

Rhian Hawkins

Head of Brand, Tonies UK

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