Tonies, the Frankfurt-listed toy-tech company, has secured a licensing deal with BBC Studios to bring Bluey to its interactive audio platform. The partnership covers stories, interactive experiences, and figurines featuring the popular children's cartoon characters, marking a significant step in Tonies' international growth strategy.

The German company projects revenue will exceed €1.4bn by 2030, more than doubling from 2025 levels. Tonies expects adjusted EBITDA margins of 16-18% over the same period. Shares have surged over the past year, trading around €12 and valuing the company at €1.6bn. Revenue climbed 31% to €630mn in 2025.

Tonies' success stems from the Toniebox, an interactive speaker that plays stories when children place magnetic figurines on it. The company has sold over 165mn figurines and deployed more than 12mn devices across 10 countries. Its screen-free approach appeals to parents concerned about social media exposure, particularly as the UK and Australia implement under-16 social media restrictions.

CEO Tobias Wann called the Bluey launch 'probably will be an instant hit' given strong consumer demand. Tonies plans to enter at least two new markets in 2027 and expand globally by 2030, with the US remaining its largest market. A Pokémon collaboration launches soon, further diversifying its content portfolio.