tonies Teams up with Anomaly to Supercharge Its Global Brand

tonies is embarking on ambitious growth with their screen-free playful audio platform that lets kids listen, learn and play. Tonieboxes have been activated in over 100 countries from home turf in DACH to the UK and US markets and soon Australia, following phenomenal success to date. The company has appointed Anomaly to guide this exciting brand growth, tapping into the agency's approach of surrounding the business to unlock true global brand power. 

The remit for Anomaly is wide-ranging; from upstream strategic brand positioning to packaging and brand design, through to powerful global brand communications and product launches. This is reflective of the huge potential that lies in the development of the tonies brand to further elevate the portfolio, drive brand, product and content cohesion, push the creative fun of the brand and – ultimately – drive global growth. 

Shelly Sundag, head of global brand, tonies, commented, “A category leader pushes the boundaries - it doesn’t copy. So as new products enter the market and as we expand our offering, we are excited to push the tonies brand to make space for all the things to come, whilst making sure our experiences always live up to our brand promise.” 

Anomaly’s position on brand development, which takes an all-encompassing and “total” approach; looking far beyond just advertising, is the perfect long-term partner to that ambition. The relationship will run out of Anomaly’s Berlin office but will tap into much of their connected and collaborative “new model” network worldwide. This is essential for tonies, as they look to establish a more cohesive and powerful global brand, which will help to fuel their growth in markets such as DACH, the UK, US, France and soon Australia.

"tonies is an incredible product and we’re the perfect partner to propel this brand on the global stage” said Simon Owen, partner & CEO, Anomaly Berlin. 

Simon added, "My kids have grown up with tonies and the products have been a key part of my family since 2016. For me, personally, to have the chance to help them powerfully define and unleash their brand on a truly global level, is something I’m beyond excited about. The combination of ambition, creativity, and fun makes this a real dream."