German toymaker Tonies has entered into a licensing agreement with BBC Studios to bring the popular children’s animated series Bluey to its interactive audio platform, marking a key step in the company's global expansion plans. The deal, announced recently, is expected to significantly boost Tonies’ revenue, with the company projecting annual sales to more than double to €1.4 billion by 2030.

Tonies, which is listed in Frankfurt, has seen strong growth driven by its flagship product, the Toniebox. This screen-free interactive speaker allows children to place hand-painted magnetic figurines on the device to listen to stories and engage with games. Since its launch around a decade ago, Tonies has sold over 165 million of these figurines and currently has more than 12 million Tonieboxes in use across 10 countries.

The licensing agreement for Bluey will include stories, interactive experiences, and figurines of characters such as Bluey, Bingo, and Muffin. Tonies Chief Executive Tobias Wann emphasized the significance of the deal, noting that families globally have long requested Bluey content. He described the launch as a potential instant hit.

Tonies highlighted that its product’s screen-free design is a critical selling point, especially as key markets like the UK and Australia implement or consider social media restrictions for children under 16 to limit online harm and excessive screen time. Wann pointed out that parents increasingly value screen-free entertainment, allowing children to engage with content imaginatively without exposure to social media or digital distractions.

The company reported revenues of €630 million last year, up 31 percent from the previous year. Over the past 12 months, Tonies’ share price has more than doubled, currently trading at around €12, resulting in a market capitalization of approximately €1.6 billion. Tonies expects to maintain an adjusted earnings margin before interest, tax, depreciation, and amortization of between 16 and 18 percent through 2030.

Looking ahead, Tonies plans to expand into at least two new markets next year and aims to establish a presence in all major global regions by 2030. The United States is already its largest single market and a primary focus for growth. In addition to the Bluey partnership, Tonies will soon introduce products developed through a collaboration with another well-known brand, Pokémon, further diversifying its offerings.

Through strategic partnerships and continued geographic expansion, Tonies seeks to build on its momentum in the interactive audio segment of children’s entertainment, balancing technological innovation with parental concerns about screen time and online safety.