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Bluemouth Interactive, in partnership with tonies, has leveraged long-standing retailer relationships and established new retail collaborations, to roll out the Toniebox, the original screen-free audio system for children, across more than 300 leading retail outlets in Australia and New Zealand.
Co-Founder and Managing Director of Bluemouth Interactive, David Provan, explained the appetite for screen-free play across both markets meant it was the perfect time to launch the Toniebox, which is loved by millions of families overseas, and Bluemouth Interactive understood educating families on the unique product was critical.
Provan said: “This is a new product category in Australia and New Zealand and while there is already a devoted Toniebox fanbase who realise the screen-free and child-development advantages, we knew we’d still need to work with retailers to build an understanding in the market of what this innovative product is all about, how it works, and the benefits it delivers to kids and families.”
Given the Toniebox’s intuitive and tactile nature, Bluemouth’s retail strategy focused on children and parents experiencing the award-winning product firsthand. This included free-standing display units, showcasing the extensive range of Tonies figurines – from Disney’s Encanto and Elsa to The Gruffalo and PAW Patrol – and included demonstration plates allowing kids to unlock their favourite stories themselves by simply placing a Tonie figurine on top of the Toniebox.
“Strong existing relationships with retailers was key to this launch but so was our ability to forge new relationships with leading Australian and New Zealand retailers such as Big W, David Jones, Baby Bunting, Myer, Spark NZ, and Kidstuff and work with them on what would execute best instore. The result has been phenomenal, with products hitting the shelves of over 300 stores across Australia and New Zealand, and more retailers expressing interest in having the tonies’ screen-free range in-store,” said Provan.
“Now we’ve launched the tonies® collection instore, the plans in the lead up to Christmas, and beyond, is to build anticipation and excitement around the product pipeline of Tonies figurines that will delight retail partners and consumers alike. The hand-painted, collectible Tonies are poised to establish a devoted fan base, driving repeat purchases and fostering sustained growth,” further explained Provan.
The ANZ launch of the tonies product portfolio had been in the making for more than 18 months. Since then, Bluemouth Interactive has been instrumental in tonies’ inclusion at the 2024 Australian Toy Fair, for which tonies won the Best New Exhibitor Stand Award; has facilitated local collaborations with licensors, such as Disney; and continues to be a valuable partner as tonies heads into its first holiday buying season in ANZ.
