Nine years following the launch of the first Toniebox, tonies is introducing the biggest innovation in the company’s history – with Tonieplay, new bedtime features and a significantly expanded target audience. A global announcement that requires more than just a simple press release.
We create an integrated campaign combining media relations, influencer engagement with a central launch event – carefully coordinated, multi-stage, featuring bespoke embargo pitches and targeted media outreach for each target audience. At its heart is a live event in a Berlin apartment, which we transform into experiential spaces: journalists and creators don’t walk through a presentation, but through a story – from the children’s bedroom to the bedtime ritual. They play, listen and test. The family-oriented setting with childcare allows the Toniebox 2 to be experienced as a genuine family product. Over 200 seeding packs then bring the experience straight into the children’s bedrooms.
