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 so that when you buy a Toniebox Starter Set from our website you’re able to select a Creative-Tonie in one of three different skin colours. And that’s not all, with the help of different costumes, the Creative-Tonies make it possible to discover new characters and we hope that every child will find a Creative-Tonie they can identify with.

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.

But wait, there’s more! We’re thrilled that we get to partner with some brilliant people like Mermaids, BLM Licensing and Deilight who are doing some impressive work in underrepresented communities. They’re generously sharing all their know-how with us and together we’re making our stories – and our Tonies – better and better.

And what’s to come?

We’ve been working hard on developing new Tonies that aim to educate, inspire and entertain little ones covering important topics from our LGBTQ+, non-White and other marginalised communities and we plan to make all our Tonies more inclusive to reflect our diverse and brilliant society. We know we’ve got more work to do but we’ve got big plans and together with our partners, independent experts and people who know their stuff 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, you can get in touch with us.

contact us

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.