tonies SE, the globally leading interactive audio platform for children, today will host its first-ever Capital Markets Day, outlining a strategic roadmap to more than double group revenue to greater than EUR 1.4 billion by fiscal year 2030. The company also aims to achieve an adjusted EBITDA margin between 16-18% mid-term, driven by operating leverage and recurring revenue from its growing installed base.
Tobias Wann, CEO of tonies, said: “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. Three priorities will drive value over the coming years: building a multi-device ecosystem that compounds value, leveraging our global product-market fit, and extending our story of reliable, profitable growth.”
The company’s growth strategy rests on three mutually reinforcing pillars: building an ecosystem that generates recurring cohort revenue, winning internationally with the US as the largest near-term opportunity, and scaling a resilient financial model that improves margins. Artificial intelligence is being deployed to accelerate localization, compress development cycles, and increase output without proportionate cost increases.
Hansjorg Müller, CFO of tonies, explained: “Our financial model is built on an ecosystem flywheel: a growing installed base and a compounding relationship drive recurring and predictable revenue, and operating leverage improves with every market we roll out and scale. 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.”
International expansion remains a key value driver. With significant penetration headroom in existing markets—such as the US where tonies serves only ~12% of target households 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 presence in all major world regions by 2030. Since 2019, tonies has grown its number of points of sale by more than 30% annually (CAGR) to over 25,000 worldwide.
Christoph Frehsee, CRO of tonies, said: “We have built a proven and repeatable global growth engine. Every market launch strengthens our data, our operating playbook, our retail partnerships, our localization capabilities, and our content ecosystem—making each successive launch more effective than the last.”
tonies also announced the launch of a 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. This group will provide science-backed guidance on product and content development as the company scales globally.
Ginny McCormick, CXO of tonies, stated: “At tonies, we are not building products for a moment. We are building relationships with families that grow across childhood. That requires more than beloved content, it requires trust. Our Global Advisory Group reflects our commitment to bringing that expertise into everything we create.”
The company’s content portfolio now represents a large share of the world’s leading children’s intellectual properties, with recent launches including Hasbro flagship games on Tonieplay, the addition of Bluey to the Toniebox, and upcoming products from its collaboration with Pokémon. For more information, refer to the published original release and the tonies website.
