That's why Tonies is offering more and more of its own creations
11.6.2024
Translation: machine translated
Tonies is increasingly working on specially created audio figures. The "Schlummerbande" is particularly successful. In a recent interview, Tonies boss Markus Langer explained what exactly is behind it.
Leo's day, yoga llama, rainbow tiger: the audio box manufacturer Tonies is increasingly presenting its own creations alongside licensed figures. The Tonie figures of the so-called "Sleepy Friends" (English title: "Sleepy Friends", French title: "Les Copains Du Dodo") are particularly successful. These received three gold discs in May of this year, as they sold more than 100,000 copies each in Germany, for example.
Tonies wants to expand business with own brands
Markus Langer, Chief Content Officer at Tonies, recently explained the new strategy of own-brand creations in an interview with Börsenblatt. "First and foremost, this gives us the greatest possible flexibility," he says. This means freedom in terms of content, but also production times and publication dates.
Source: Photo: Markus Langer//LinkedIn
In addition, the company increases profitability with its own tonies. According to Langer, this results in "significantly lower licence costs". What's more, Tonies can also grant licences. For example, there are textiles printed with the company's own creation "Schlummerbande", such as a baby sleeping bag from Sterntaler and a cuddly blanket.
On course for success: the "Schlummerbande"
According to Langer, the selection and development of the company's own creations pays close attention to user data. For example, the Toniebox is used by many families in the evening. As a result, the "Schlummerbande" audio figures were developed especially for this time of day. The success of these Tonies is thanks to the entire team behind them: the developers of storytelling, music, production and mastering were given enough freedom in the realisation, although there was an intensive briefing beforehand. And care was taken to ensure that the content did not sound like a mere sleep aid. Every piece of content was "lovingly developed and produced with the greatest effort", explains Langer.
Even if more in-house productions are to be developed in future: "Licensed content still makes up the lion's share of our portfolio," says the Tonies boss. Tonies has 200 licence partners worldwide.
Are you a fan of the "Schlummerbande" or do you like the licensed figures better? Let me know in the comments.
Header image: Tonies GmbH
A true local journalist with a secret soft spot for German pop music. Mum of two boys, a dog and about 400 toy cars in all shapes and colours. I always enjoy travelling, reading and go to concerts, too.
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