Tonies, the pioneer of screen-free audio storytelling for kids, is getting a full-scale reboot. Timed to the launch of the next-generation TonieBox2, the brand has unveiled a sweeping refresh from Anomaly that elevates Tonies from a clever device into a fully realized “sound-first” entertainment ecosystem.
With copycats crowding the category, Tonies needed to protect its leadership position without losing the core magic families adore. The solution: treat sound not as a feature, but as the beating heart of the brand.
Anomaly’s new strategy reframes Tonies from “device plus figurines” to a unified ecosystem centered on audio as the spark for imagination, play, and learning, all while priming the brand for its next era of global growth. Watch below:
“Tonies didn’t need more noise; it needed meaningful sound,” said Clara Mulligan, Chief Design Officer at Anomaly. “We built a brand world that looks, moves, and behaves like audio. Because for kids, a single sound can unlock a whole universe of story.”
A Brand Overhaul Built on Sound
The redesign touches every part of the Tonies experience:
A Sound-Shaped Visual Language
Graphic motifs inspired by whispers, booms, crescendos, and rhythms turn audio into playful, expressive visuals that no one else in the category can own.
Refined Wordmark & Typography
A softer custom wordmark mirrors the tactile, kid-friendly Toniebox. A new typeface — literally tuned from soundwaves — reinforces the brand’s audio DNA.
A Global Packaging Update
Simplified, shelf-friendly packaging makes Tonies more collectible and radically easier for parents to navigate.
Intuitive Retail Experience
In-store systems get a smart overhaul, turning retail into a clear, intuitive journey through the Tonies ecosystem.
A Cohesive Sonic Identity
A full suite of micro-sounds ensures the brand sounds recognizable everywhere — even with your eyes closed.
A Motion System Driven by Rhythm
Digital and motion design now move with tempo and tone, reflecting the emotional range of kids’ storytelling.
With TonieBox2 leading the way, the refreshed Tonies ecosystem positions the brand not just as a category leader — but as the future of sound-powered imagination.
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