Interactive Toy Brand Tonies Taps Anomaly as Its Agency of Record

The Berlin office has been tasked with overseeing the brand's strategy as it enters new markets

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Tonies, an interactive audio platform for children, has named creative business Anomaly as its agency of record to support its global growth ambitions.

Tonies creates audio-based story boxes that allow parents and children to download child-safe audio. The company has now sold over 5.7 million Tonieboxes and 72 million Tonies figures that help power the audio system, which is designed to help children play and learn independently. It has licensing deals to feature characters and IP from various Disney movies as well as the Care Bears, Enid Blyton, DC and Marvel superheroes and Paw Patrol, among many more.

Anomaly Berlin will be tasked with developing a cohesive upstream brand positioning strategy—from packaging to brand design, global communications and product launches.



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