Nearly a decade of tonies: How audio has shaped a generation of little listeners

As we head towards our 10th birthday, we can’t help but reflect on just how far listening has taken us – and how far it’s taken you and your little listeners.

Memories that mean the most

If there’s one thing we’ve learned in the past decade, it’s this: kids really do love to listen. What started as a playful little box with ears has turned into a family essential. Parents trust it. Teachers recommend it. And kids? Well, they love it. Whether it’s winding down at bedtime, keeping entertained during long journeys, or giving little imaginations a world of their own, the Toniebox has become part of everyday family life.

And it’s not just about fun – listening has quietly been building skills all along the way. Parents and educators have told us they’ve seen:

• Better focus and longer attention spans

• Growing vocabulary (and plenty of new “Why?” questions!)

• Space for emotional expression through stories and songs

• A safe way to explore the world independently

Behind every Toniebox are the stories that truly matter – yours.

Take Olivia, for example. She first bought a Toniebox for her nieces, and it was such a hit that she got one for her daughter, Nova. Four years later, Nova hasn’t gone a single day without it:

“It’s an amazing screen-free alternative for during the day, but it’s also a huge part of Nova’s nighttime routine. I can’t imagine life without it now.” – Olivia Edwards-Silk, parent and influencer

Or Izzy Judd, who shared how her Toniebox has supported her neurodivergent children:

“The Toniebox allows children to learn at their own pace and lean into their interests. Thank you to tonies for being inclusive to the needs of all children.”

These aren’t just sweet testimonials – they’re proof of what happens when kids are given the freedom to imagine, learn, and grow their way.

Designed for every pair of little ears

The Toniebox was created for all children. It’s tactile, intuitive, and inclusive by design, which is why so many parents of neurodivergent kids have praised it as a calming, predictable way to support routines.

And in classrooms, it’s opened doors to global storytelling, new languages, and diverse voices. As one teacher told us:

“The Toniebox has really inspired our children to find a love of language and stories.” – Karen Ilson, Assistant Headteacher and English Lead

Audio: the quiet hero of childhood

In a world where screens are everywhere (and sometimes overwhelming), the humble power of sound has proven itself again and again. Research shows listening helps kids boost comprehension, strengthen focus, and even sleep better. And when that listening is character-driven, playful, and familiar – the magic happens.

We’ve heard from families who use Creative Tonies to record grandparents reading bedtime stories, parents singing lullabies while away from home, or even siblings making up silly stories together. These aren’t just audio files – they’re memories, saved forever.

So… what’s next?

If the last decade has taught us anything, it’s that we’re only just getting started. We’ll keep championing screen-free joy, keep growing our library of characters and stories, and between us… something big is on the way.

Want to be the first to know what it is? Head over to our Instagram broadcast channel, where we’ll be dropping the news there first.

Because no matter where your little listener’s journey takes them – whether it’s the Hundred Acre Wood, Gabby’s Dollhouse, or a story you recorded just for them – one thing’s for sure: the best adventures begin with listening.

Here’s to the next decade of imagination, independence, and screen-free smiles.