Tonies SE, the globally leading interactive audio platform for children, will join the SDAX index on December 22, marking a significant milestone in the company's evolution from category creator to established market leader. The inclusion recognizes tonies as one of the largest and most liquid stocks on the Frankfurt Stock Exchange, following years of strong performance that translated into increased market capitalization and liquidity. CEO Tobias Wann stated that the SDAX entry reflects the beginning of the next chapter in the company's growth story, demonstrating that their business model can scale sustainably and profitably.
"With category-defining products like the Toniebox 2, rising global demand for high-quality, screen-free entertainment, and a clear path to expansion and innovation, we are opening a chapter in which tonies will reach more families than ever before," Wann said. He emphasized that the inclusion underscores capital markets' confidence in the company's strategy and future growth potential as the brand increasingly shapes the overarching toy market. CFO Hansjörg Muller added that as a clear global category leader, tonies has unique potential for growth and long-term value creation.
"The increased visibility on capital markets will further strengthen our global profile and open up new opportunities to deliver long-term value for shareholders, partners, and families alike," Muller noted. The company has delivered sustainable, profitable topline growth of more than 30% annually in recent years, with revenue rising by 33% at constant currencies in the first nine months of FY2025. North America has become tonies' largest market, while the highly profitable DACH region serves as a blueprint for further expansion and demonstrates the earnings potential of the business model.
The company's intuitive system, centered around the Toniebox 2 and Tonieplay, offers a portfolio of approximately 1,500 Tonies figurines and 12 Tonieplay games, along with more than 3,500 digital titles available through mytonies. This content ranges from tonies Originals to licensed material from around 460 partners including Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, and Sony Music. As part of the SDAX, tonies joins the select group of the 70 most significant companies listed in Germany following the DAX and MDAX, recognized for their market relevance.
The company has grown from its 2014 founding in Germany to become a global platform with more than 10 million Tonieboxes activated and over 134 million Tonies sold worldwide. Children engage with tonies for approximately 280 minutes per week on average, making it a trusted everyday companion that brings interactive audio entertainment and education into family life across more than 100 countries where Tonieboxes are now active.
