tonies® TURNS 10 – AND MILLIONS OF FAMILIES ARE CELEBRATING

10 July 2026

A children’s toy created by two dads in search of a screen-free alternative has become a staple in more than one million UK homes. Now, tonies® is celebrating its 10th anniversary.

As parents continue to navigate the challenges of children’s screen time, tonies® has grown into one of the UK’s biggest parenting success stories. More than 12 million Tonieboxes and 165 million Tonies have now been sold worldwide, giving children a fun, engaging way to enjoy stories, music and educational content without a screen.

Bedtime can be one of the busiest moments of the day. For thousands of families, it often ends the same way: a child places their favourite Tonie character on top of a Toniebox, settles down to listen, and is quickly transported into a world of stories, songs and imagination. No screens. No scrolling. Just great audio.

That simple idea is exactly why tonies® was created. Today, as the brand celebrates its 10th anniversary, more than one million UK families have welcomed a Toniebox into their homes.

Founded in Düsseldorf by two dads, Patric Faßbender and Marcus Stahl, tonies® was born from a desire to give children an engaging alternative to screen time. A decade later, more than 12 million Tonieboxes and 165 million Tonies have been sold worldwide, making it one of the UK’s biggest parenting success stories.

“tonies® has grown from a small idea into something that’s now part of family life for millions. We’re incredibly proud to have brought screen-free stories and songs to so many little ears and to have been there for everyday moments, from playtime and learning to storytime and winding down before bed. We’ve come a long way, but it still feels like we’re just getting started,” said Lucia Kreuzer, General Manager UK & Ireland, tonies®.

Why families keep coming back to Toniebox

Ask parents why they love the Toniebox and many will give the same answer: it’s one of the few toys their child genuinely uses every day.

Designed for children as young as one, the Toniebox is easy to use without apps, menus or screens. Children simply pop a Tonie character on top to start listening, adjust the volume by squeezing the ears, or pause the story by tilting the box. It’s intuitive enough for little hands, giving children confidence and independence while giving parents one less thing to manage.

More than entertainment

The Toniebox isn’t just about keeping children occupied. Independent research has found that regular use can support children’s development, with improvements in comprehension, attention and concentration, while many parents reported calmer bedtime routines after using the Toniebox regularly.

Audio storytelling also encourages children to build vocabulary, develop listening skills and use their imagination in ways that screen-based entertainment often doesn’t. It’s one of the reasons many families describe the Toniebox as a calming part of their daily routine.

For many neurodivergent children, its simple controls, predictable routines and familiar stories can also provide reassurance and comfort. Creative Tonies allow families to record up to 90 minutes of their own content too, whether that’s a grandparent reading a bedtime story, a parent sharing a message while travelling, or a collection of favourite songs.

Looking ahead

The brand has continued to evolve over the past year with the launch of Toniebox 2 and Tonieplay, introducing interactive screen-free games and audio adventures for older children. New partnerships with favourites including Pokémon, Bluey and Hasbro will bring even more stories and games to families throughout 2026.

Ten years after it began, tonies® continues to focus on the same mission that inspired its founders: helping children discover stories, music and imaginative play without relying on a screen. With more than one million UK families already enjoying a Toniebox, it’s clear that simple, screen-free moments still have a place in modern family life.

A Word from Our Editor, Natasha

“tonies® has been part of our family’s life for the past seven years. One of the things I love most is that when I’m working away, I can still record stories and little messages for my children, asking how their day has been or wishing them goodnight. Their grandparents have also recorded bedtime stories, creating special moments that become lasting memories.

Now, with Tonieplay, the Toniebox has grown with my children. It’s added a whole new level of play and given the Toniebox even greater longevity, making it something they continue to enjoy as they get older. I can’t wait to see what tonies® has in store for us next.”