Tonies Brings Bluey to Toniebox with New Deal

Tonies has entered a licensing agreement with the Bluey franchise to launch a collection of audio figures for its screen-free Toniebox system. According to the Financial Times, the partnership is part of a broader corporate strategy as the toymaker aims to double its revenue.

The deal brings characters from the popular animated series to the Toniebox, a speaker system that plays stories and music when a physical figure is placed on top. The Toy Book and Total Licensing both confirm the launch of the Bluey collection, which allows children to interact with the IP through audio storytelling without the use of a screen.

Why is Tonies partnering with Bluey?

Tonies is leveraging the global popularity of Bluey to expand its user base and increase hardware sales. By integrating a high-demand intellectual property, the company seeks to attract parents looking for screen-free entertainment options for preschool-aged children.

ADWEEK reports that the move is part of an audio first strategy designed to win the battle for kids’ attention. This approach positions the Toniebox as a direct alternative to tablets and smartphones, focusing on auditory engagement rather than visual stimulation.

How does the Bluey deal impact Tonies’ financial goals?

The Financial Times reports that Tonies is currently pursuing a goal to double its revenue. Licensing deals with major entertainment brands like Bluey serve as a primary engine for this growth, as they drive both the initial purchase of the Toniebox starter sets and the recurring purchase of individual character figures.

There is a distinct contrast in how industry outlets frame this development. While the Financial Times focuses on the corporate objective of revenue doubling, ADWEEK frames the partnership as a strategic move within the attention economy, emphasizing the shift toward audio-centric media for children.

What are the pre-order and availability details?

As of June 18, 2026, information regarding pre-orders and country-specific availability has been released. The Sunday Guardian reports that parents can now check prices and availability for the Bluey collection across various regions.

The rollout includes specific pre-order dates that vary by country. These figures are designed to work with existing Toniebox hardware, allowing current owners to add the Bluey content to their libraries.

What is the industry context for screen-free audio toys?

The partnership follows a broader industry trend where toy manufacturers are moving away from digital screens to address parental concerns over screen time. Tonies’ model relies on a physical-to-digital trigger, where the toy figure acts as a key to unlock specific audio content.

This strategy mirrors previous successes in the audio-toy market where tangible collectibles are paired with digital media. By securing a deal with a top-tier entertainment property like Bluey, Tonies reduces the risk of hardware stagnation by ensuring a steady stream of new, branded content that encourages repeat purchases.

The company’s ability to double its revenue will likely depend on its capacity to secure similar high-profile licenses and expand its footprint in international markets where Bluey maintains a strong viewership.