Songs and stories for everyone

Don’t you think it would be a terribly dull story if every character was the same?

Our beliefs

Just like our hand-painted Tonies and individually sewn Tonieboxes, we know that no two people are alike.

At tonies® we’re all about celebrating those little (and big!) differences that make us all unique. Because we understand the vital role stories play in creating and affirming the world around us, we know how powerful it can be for children (and adults) to see themselves reflected in something else. That’s why we want to do everything we can to represent real-life in our magical tonies® world.

So, what has that looked like so far?

We’ve been paying attention to our little listeners and their families and have worked hard to improve our collection of Tonies and other products so they reflect what matters most. We’ve changed up our Creative-Tonies and you’re now able to select out of three different skin colours. And that’s not all, with the help of different costumes, our Creative-Tonies can change roles and immerse themselves in different worlds, creating an array of figures with which every child can identify. 

Additionally, we’ve been carefully selecting our content, relaunching Tonies with more inclusive language and removing ones that don’t quite meet our standards. We’ve been working with a network of writers, voice-over artists, experts and contributors from all different backgrounds to make sure we’re as inclusive and welcoming as can be.

And what’s to come?

We’ve been working hard on developing new Tonies that aim to educate, inspire and entertain little ones and we plan to make all our Tonies more inclusive to not only represent the diversity in our society but rather to become a platform for depicting the entire world of imagination, with its vibrant multi-faceted characters.

We know we’ve got more work to do but we’ve got big plans and together with our partners and independent experts we’re going to continue making sure we’re always getting better. We want the magical world of tonies® to be the best it can be, and to accurately reflect the ever-changing society our little ones are growing up in. So watch this space! There’s so much to be excited about, and so much to do – we’re thrilled you’re here for the ride.

If you have any questions, suggestions or just fancy a chit-chat, feel free to get in touch with us.

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When you buy Tonies, you’re joining a family just like yours. A family that believes in creating a vibrant, open and inclusive world, where everyone is treated with respect and differences are celebrated.