Tonies SE, the globally leading interactive audio platform for children, will join the SDAX as of December 22, recognizing the company as one of the largest and most liquid stocks listed on the Frankfurt Stock Exchange. This inclusion underscores tonies' strong and profitable growth dynamic in its evolution from category creator to global leader and marks the beginning of a new phase in the company's history. The promotion into the index follows a significant increase in market capitalization and liquidity driven by sustained performance.
The SDAX inclusion matters because it signals broader capital market validation of a business model centered on screen-free, educational entertainment for children, a segment gaining importance as families seek alternatives to digital screens. As part of the SDAX, tonies joins the select group of the 70 most significant companies listed in Germany following the DAX and MDAX, recognized for their market relevance. This elevated status can enhance investor visibility and potentially lower capital costs, fueling further international expansion.
Tobias Wann, CEO of tonies, stated that the entry reflects the beginning of the next chapter in their growth story, proving that the business model can scale sustainably and profitably. He highlighted category-defining products like the Toniebox 2, rising global demand for high-quality, screen-free entertainment, and a clear path to expansion and innovation. The SDAX inclusion underscores the capital markets' confidence in the strategy and future growth potential, as the brand increasingly shapes the overarching toy market.
Financially, tonies has delivered sustainable, profitable topline growth of more than 30% annually over recent years. In the first nine months of FY2025, revenue rose by +33% at constant currencies. North America is now tonies' largest market, while the highly profitable DACH region serves as a blueprint for further expansion and demonstrates the earnings potential of the business model. Hansjörg Muller, CFO of tonies, added that as a clear global category leader, tonies has unique potential for growth and long-term value creation, with the increased visibility on capital markets strengthening its global profile.
The implications extend beyond finance, reflecting a shift in consumer preferences toward educational, interactive toys. Since its founding in Germany in 2014, more than 10 million Tonieboxes have been activated and over 134 million Tonies sold worldwide, with children engaging for ~280 minutes per week on average. The platform offers a portfolio of around 1,500 Tonies figurines and 12 Tonieplay games and more than 3,500 digital titles via mytonies, featuring licensed content from around 460 partners including Disney, Warner Bros., and Marvel. This growth trajectory, with Tonieboxes active in over 100 countries and group revenue reaching EUR 481 million in fiscal year 2024, positions tonies to influence industry trends toward screen-free solutions.
For readers, this news highlights the economic viability of innovative educational entertainment, potentially encouraging more investment in child-centric technologies that prioritize development over screen time. The SDAX inclusion may also stabilize the company's stock, affecting investors and competitors alike, as tonies continues to expand in key regions like the United Kingdom, France, Australia, and New Zealand. Ultimately, this milestone reinforces the importance of sustainable business models in the toy industry, with tonies setting a benchmark for combining profitability with positive social impact through screen-free engagement.
