tonies SE, the globally leading interactive audio platform for children, today set out its mid-term ambition to more than double group revenue to greater than €1.4 billion by fiscal year 2030, alongside plans for further international expansion. The company also announced the formation of a Global Advisory Group of childhood development experts to guide product and content development.
At its first-ever Capital Markets Day, tonies outlined a strategic roadmap built on three mutually reinforcing pillars: building a multi-device ecosystem that generates recurring cohort revenue, winning internationally with the US as the single largest near-term opportunity, and scaling a resilient financial model that drives operating leverage and margin expansion. The company aims to achieve an adjusted EBITDA margin between 16% and 18% over the medium term, reflecting higher-margin attach revenue from a growing installed base and structural cost improvements.
“tonies has global appeal and a market opportunity far beyond our current size,” said Tobias Wann, CEO of tonies. “We are building a global icon around a platform model that drives subscription-like behavior. The opportunity in front of us is greater than anything we have delivered so far – and we have the demand, the team, and the plan to capture it.”
International growth remains a key value driver, as tonies sees significant penetration headroom in existing markets. In the US, the company serves only about 12% of target households, compared to roughly 58% in the DACH region. With over 570 million addressable households worldwide, tonies plans to enter at least two new markets in 2027 and establish a presence across all major regions by 2030. The company has grown its points of sale by more than 30% annually since 2019, reaching over 25,000 worldwide.
“We have built a proven and repeatable global growth engine,” said Christoph Frehsee, CRO of tonies. “Every market launch strengthens our data, our operating playbook, our retail partnerships, and our content ecosystem – making each successive launch more effective than the last.”
tonies also announced the launch of its Global Advisory Group, a panel of leading experts in childhood development, education, neuroscience, pediatrics, and family wellbeing. Founding members include Michael Levine, Chrissy Lawler, Dr. Ellen Wartella, Dr. Katharina Meier-Batrakow, and Meredith Halpern-Ranzer, drawn from leading research institutions and independent practice. The group will provide science-backed guidance to ensure tonies’ products and content are grounded in a deep understanding of how children learn and develop.
“We are not building products for a moment. We are building relationships with families that grow across childhood,” said Ginny McCormick, CXO of tonies. “Our Global Advisory Group reflects our commitment to bringing trusted, independent expertise into everything we create.”
tonies’ content portfolio continues to expand rapidly, with recent launches including Hasbro flagship games on Tonieplay, the addition of Bluey to the Toniebox, and upcoming products from its collaboration with Pokémon. The company’s platform now represents a large share of the world’s leading children’s intellectual properties.
Hansjorg Müller, CFO of tonies, emphasized the resilience of the financial model: “We have delivered on our guidance every year since our IPO, recording profitable growth while facing supply chain disruption, geopolitical instability, consumer restraint, and even a historic tariff environment. Our ambition to grow tonies far beyond the billion-mark while significantly increasing our profitability reflects us continuing this proven trajectory.”
