tonies SE, the globally leading interactive audio platform for children, today hosted its first-ever Capital Markets Day, announcing ambitious financial targets and a strategic roadmap for the coming years. The company aims to more than double group revenue to greater than EUR 1.4 billion by fiscal year 2030, while achieving an adjusted EBITDA margin between 16% and 18% over the mid-term. Additionally, tonies plans to continue its global expansion with at least two new market launches in 2027 and establish a presence in all major regions of the world by 2030.
CEO Tobias Wann emphasized the company's global appeal and untapped market opportunity. “tonies has global appeal and a market opportunity far beyond our current size. We are building a global icon around a platform model that drives subscription-like behavior,” Wann said. He outlined three priorities for value creation: building a multi-device ecosystem, leveraging global product-market fit, and extending reliable, profitable growth.
The growth strategy rests on three mutually reinforcing pillars. First, creating an ecosystem that generates recurring cohort revenue by shaping the future of childhood. Second, winning internationally, with the United States representing the single largest near-term opportunity, alongside upcoming launches in new markets. Third, scaling a resilient financial model that does not require rebuilding market by market, but instead generates operating leverage and margin expansion. Across all pillars, tonies is deploying artificial intelligence to accelerate localization, compress development cycles, and increase output without proportionate cost increases over time.
CFO Hansjörg Müller highlighted the company's financial model as an ecosystem flywheel. “Our financial model is built on an ecosystem flywheel: a growing installed base and a compounding relationship drive recurring and predictable revenue, and operating leverage improves with every market we roll out and scale,” Müller said. He noted the company's track record of delivering on guidance since its IPO, despite supply chain disruption, geopolitical instability, consumer restraint, and a historic tariff environment. The mid-term ambition reflects a continuation of this proven trajectory.
International expansion remains a key growth driver. With significant penetration headroom in existing markets—for example, tonies serves only about 12% of target households in the US compared to roughly 58% in DACH—and more than 570 million addressable households worldwide, the company sees substantial opportunity. Since 2019, tonies has grown its points of sale by more than 30% annually (CAGR) to over 25,000 worldwide. CRO Christoph Frehsee stated, “We have built a proven and repeatable global growth engine. Every market launch strengthens our data, our operating playbook, our retail partnerships, our localization capabilities, and our content ecosystem—making each successive launch more effective than the last.”
In line with its commitment to quality childhood experiences, tonies announced the launch of its Global Advisory Group. This panel brings together leading experts in childhood development, education, neuroscience, pediatrics, and family well-being. Founding members include Michael Levine, Chrissy Lawler, Dr. Ellen Wartella, Dr. Katharina Meier-Batrakow, and Meredith Halpern-Ranzer, whose backgrounds span leading research institutions and independent practice. CXO Ginny McCormick explained, “At tonies, we are not building products for a moment. We are building relationships with families that grow across childhood. That requires more than beloved content, it requires trust.”
The strength of tonies' content portfolio is evident in recent launches: within weeks, the company brought Hasbro flagship games to Tonieplay, announced bringing Bluey to the Toniebox, and will soon launch products from its collaboration with Pokémon. These represent three of the world's most beloved children's brands. tonies' content portfolio now includes a large share of leading children's intellectual properties, reflecting both the platform's reach and industry trust.
tonies has sold approximately 12.2 million Tonieboxes and over 165 million Tonies worldwide since its founding in 2014. The company achieved EUR 630 million in group revenue in fiscal year 2025, a 31% year-over-year increase. For more details on alternative performance measures, refer to the Annual Report as of December 31, 2025, available at tonies.com.
