Tonies SE
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Tonies SE - overview
Established
2013
Location
Luxembourg, -, Luxembourg
Primary Industry
Consumer Products
About
Based in Luxembourg and founded in 2013, Tonies SE, f. k. a. Boxine GmbH, operates as a developer, producer, and distributor of a digital, cloud-based audio platform as well as an entertainment system for children aged above two years, enabling them to avail storytelling and listening experiences as well as play through the sense of touch.
In September 2019, a consortium led by Armira Partners, along with Athos Service, Luxempart, and Santo Venture Capital GmbH, acquired a majority stake in Boxine GmbH for approximately EUR 300 million. As of December 2023, Tonies SE held 100% in Tonies Holding GmbH, which held 100% in Tonies Beteiligungs GmbH. As of December 2024, Tobias Wann is the CEO of the company. Tonies provides a screen-free audio entertainment system for children, featuring the Toniebox, a soft, durable audio player designed for ease of use by young users.
Each Toniebox includes a Creative-Tonie character with customizable audio storage, allowing parents to upload personal recordings and free content via the mytonies app. The product range includes themed Tonies preloaded with songs, stories, lullabies, and educational content. Accessories like matching headphones and bundle options enhance the user experience. With support for multiple languages and a seven-hour battery life, the Toniebox is suitable for both home use and travel, promoting literacy and reducing screen time.
Tonies generates revenue by selling tonieboxes, priced at approximately EUR 99. 95 per unit, and creative-tonie characters that come preloaded with songs and stories. Bundled product offers range from EUR 79. 95 to over EUR 130, depending on the included tonies and accessories.
The company also monetizes through accessories, customizable audio content, and app-based services.
Current Investors
468 Capital, BIT Capital, Luxempart
Primary Industry
Consumer Products
Sub Industries
Recreational Hobbies & Sporting Goods, Consumer Electronics, Music & Video Streaming Software
Website
www.tonies.com
Verticals
E-commerce, Manufacturing, Mobile Apps
Company Stage
Merged
Total Amount Raised
Subscriber access only
Tonies SE - deals
| Deals Type | Deal Status | Target (s) | Deal Date | Investor(s) | Seller(s) | Deal size (Mn) | Enterprise value (Mn) | Post-money valuation (Mn) | EBITDA multiple (x) | Revenue multiple (x) | Lead partner (s) |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Buyout | Completed | Tonies SE | - |
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