tonies SE, the globally leading interactive audio platform for children, today hosted its first-ever Capital Markets Day, outlining its financial ambitions and strategic roadmap for the coming years. The company targets to more than double group revenue to greater than €1.4 billion by fiscal year 2030 and aims to achieve an adjusted EBITDA margin between 16% and 18% in the mid-term. This growth is anchored in three mutually reinforcing pillars: building a multi-device ecosystem, leveraging global product-market fit, and extending its track record of reliable, profitable growth.
CEO Tobias Wann stated, “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.” The company intends to deploy AI to accelerate localization, compress development cycles, and increase output without proportionate cost over time. CFO Hansjörg Müller emphasized the resilience of the financial model, noting that tonies has delivered on guidance every year since its IPO despite supply chain disruptions, geopolitical instability, and tariff challenges.
International expansion remains a key value driver. With significant headroom in existing markets—tonies serves only ~12% of target households in the US compared to ~58% in DACH—and more than 570 million addressable households worldwide, the company plans to enter at least two new markets in 2027 and establish a presence in all major regions by 2030. Christoph Frehsee, CRO, explained, “We have built a proven and repeatable global growth engine. Every market launch strengthens our data, operating playbook, retail partnerships, localization capabilities, and content ecosystem.” Since 2019, tonies has grown its points of sale by more than 30% annually to over 25,000 worldwide.
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, who bring expertise from leading research institutions and independent practice. Ginny McCormick, CXO, said, “Our Global Advisory Group reflects our commitment to bringing that expertise into everything we create.”
Recent product launches underscore the strength of tonies' portfolio: within weeks, the company launched Hasbro flagship games on Tonieplay, announced bringing Bluey to the Toniebox, and will shortly launch products from its collaboration with Pokémon. The company’s content portfolio now represents a significant share of the world’s leading children's IPs.
tonies’ mid-term ambition reflects a trajectory toward higher-margin attach revenue over time, driven by a growing installed base and improved operating leverage from structural improvements across cost of goods, fulfillment, and SG&A. The company aims to achieve an adjusted EBITDA margin of 16-18% as it scales globally.
