Listen, Learn, and Grow Responsibly

This vision guides us on our journey.

We believe that sustainability starts with our product. The Toniebox is particularly robust and durable, ensuring long-lasting use. Its screen-free design promotes physical and mental well-being while encouraging independence, as even young children can operate it intuitively. With its reliability, the Toniebox often becomes a beloved companion for children, accompanying them as they grow up.

Beyond the inherent sustainability aspects of our product, there are many more to consider:

Planet

We take increasing responsibility by measuring and reducing the environmental impact of our products and operations.

People

We prioritize building strong, long-lasting relationships with employees and suppliers while upholding uncompromising standards.

Play

Our products aim to positively impact the next generation, promoting consciousness, minimizing screen time, and encouraging independence.

Principles

Our governance is rooted in a strong corporate culture.

Planet

Climate Change

tonies is committed to integrating climate mitigation and adaptation into our business model. As we are in the foundational stages of our climate strategy, our current focus is on building the robust data infrastructure necessary to provide granular metrics on achieved and targeted emission reductions.

As we gain deeper insights into our impact, we are continuously researching and implementing lower-emission material alternatives for our components. Simultaneously, we remain focused on optimizing our logistics, ensuring that sustainability is embedded throughout the product lifecycle.

Resource Use

Water-based paints

tonies has begun transitioning from solvent-based to water-based paints for our Classic Tonies. This shift not only offers environmental benefits but also supports healthier working conditions at our suppliers. In 2025, our manufacturing partner further increased the share of Classic Tonies coated with water-based paints.

”Bio-circular” material

In 2025, we transitioned the housing of our Pocket Tonies range to the ABS material Terluran^® ECO GP–35 BC100. This upgrade increases the share of ISCC PLUS certified renewable feedstocks from the previous 50% to up to 94%, following a mass balance approach.

Circular Economy

Circular Economy principles

At tonies, we are integrating Circular Economy principles, particularly:

• ‘Usability’ – through the long lifespan and continued use of tonies products,
• ‘Repairability’ – by offering our Toniebox 1 Repair Service,
• ‘Refurbishment’ – through the launch of our Preloved Toniebox 1, and
• ‘Recycling’ – by handling returns responsibly.

Toniebox Repair Service

In 2024, we launched the Toniebox 1 Repair Service in the DACH region. This service focuses on repairing key components of the Toniebox that may lose functionality by accidents or over time, such as the ears, battery, or platform. Our goal is to extend the lifespan of Tonieboxes, minimize waste, and provide customers and our little listeners with a sustainable option for preserving their listening experience. In 2025, 13,898 repairs were carried out through our Toniebox Repair Service.

Preloved Toniebox

In 2022, we launched the Preloved Toniebox 1 program in Germany and Austria. This initiative refurbishes Tonieboxes, giving them a second life and reducing the need for new resources. In 2025, the program successfully reactivated and sold 12,168 Preloved Tonieboxes.

People

Employee Relationships

Employee surveys

tonies conducts an annual comprehensive survey to thoroughly assess employee experience and engagement. This survey is complemented by quarterly pulse checks, which are shorter surveys designed to capture more immediate feedback. Based on the survey results, tonies develops and prioritizes measures to address identified areas of improvement.

Individual development planning

tonies has implemented a voluntary Individual Development Planning (IDP) framework that puts employees in the driving seat to take ownership of and drive their own personal growth. This framework helps identify strengths, areas for improvement, and career development goals.

Inclusion & Diversity

The group recognizes that Inclusion & Diversity (I&D) are not only fundamental values but also crucial drivers of innovation, creativity, and organizational success.

To support these values, tonies has established an I&D Champion Group. This group plays a pivotal role by contributing ideas to and driving the I&D Roadmap, role modeling inclusion, and taking action to ensure the commitments are achieved. The I&D Champion Group consists of a diverse group of volunteers from across the organization, representing various roles, backgrounds, and perspectives.

Supplier Relationships

We foster trust and collaboration with our suppliers through regular communication and site visits. Additionally, tonies implements the following actions:

• Conducting an annual Human Rights Risk Analysis and outlining our approach in tonies’ Modern Slavery and Transparency Statement.
• Requesting annual social audit reports from our core direct suppliers.
• Providing a whistleblowing system for confidential and anonymous reporting of potential wrongdoing.

Play

Children

Physical and mental well-being

• tonies offers a purposeful collection of audio figures designed to help children master daily routines such as bedtime. By turning everyday challenges into fun adventures, these Tonies help parents build consistency, positive behaviors, and confidence in their children.
• Our screen-free design encourages active listening and imaginative play, which has been shown to demonstrably reduce screen time for children.
• The positive effect of the Toniebox on children’s development was validated by research from the University of Wisconsin.

Inclusion and accessibility

• Creative Tonies are available in diverse skin tones and characters to foster inclusive play and belonging.
• We carefully select our content library, relaunching Tonies with inclusive language and collaborating with a diverse network of writers and voice-over artists.
• Our audio library provides free content in multiple languages to welcome children from diverse backgrounds.

Consciousness

Meaningful content

Through specialized Tonies like Mo the Sloth (Meditation) and Sara the Llama (Yoga), we provide guided journeys and movement exercises designed to help children unwind, recognize their emotions, and build resilience. These offerings introduce essential tools like breathwork and sleep stories to support mental well-being.

Our conscious content, such as the Sunspeed Explorers and Conservation Crew, introduces sustainability and the protection of endangered species in an age-appropriate, engaging format.

Product Safety

Children and adults alike use our products to experience moments of joy, and we believe they should always feel completely safe and sound. To ensure this, we: 

• prevent, as much as possible, any risks, adverse impacts, and hazards associated with our products and services.
• ensure compliance with applicable regulations and internal standards.

Principles

Corporate Culture

As part of our corporate culture, tonies’ Management Board actively promotes and communicates the following key principles:

• Taking responsibility for our actions by adhering to laws, regulations, and internal policies and procedures. We encourage seeking guidance when faced with questions or uncertainties, fostering a true speak-up culture, and reaching out for support when needed.
• Demonstrating respect for diversity, particularly in how we represent our products, embracing a wide range of perspectives and experiences.

Code of Conduct

Code of Conduct

Under tonies’ Code of Conduct, all employees of the group are required to abide by applicable laws and uphold a culture of integrity. The Code of Conduct outlines tonies’ core values, which include corporate responsibility, embracing diversity, and considering the long-term impact of our actions.

Code of Conduct for Business Partners

In all business dealings, employees and teams shall work together with each other and our business partners on the basis of openness, respect and constructive cooperation. Relationships with our business partners play an important role in this context. Therefore, issues such as respect for human rights, prohibition of child labor, and compliance with other standards relating to labor rights and the provision of a safe workplace are set out in a separate Code of Conduct for Business Partners.

Whistleblowing

We encourage all employees and other stakeholders to raise concerns. Concerns can internally be addressed to line managers or the Chief Compliance Officer. To simplify the reporting process, we have implemented an online whistleblowing system that allows both internal and external stakeholders to submit anonymous reports.

tonies is committed to promptly, independently, and objectively investigating all business conduct incidents.