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Tonies Se Reg A
11/13/2025
I'm happy to lead you through today's call in which we will be presenting our financial results for the third quarter and the first nine months of 2025. After the presentation, we invite you to submit your questions via the Zoom Q&A function. Joining me on the call today are our CEO Tobias Wang and for the first time our new CFO Hansjörg Müller. As usual, Tobias will begin with an update on strategic highlights and relevant business developments. Afterwards, Hansjörg will guide you through the financial results in more detail. And of course, we'll also provide an outlook and look forward to answering your questions at the end. And with that, over to our CEO, Tobias, who will give you an update on the world of Tony's.
Thank you, Peter, and a warm welcome also from my side. Thank you for joining our earnings call. Today, we are looking back on a quarter that was eventful and even historical for Tony's because we opened a new chapter by launching Tony Box 2, our biggest innovation since introducing Tony Box 1 back in 2016. We've done so very successfully and by staying true to our mission. Across the world, we have strengthened our position as the largest audio platform for kids. With TonyBox 2, we are not only redefining how children grow through listening, touch and play, we are also unlocking additional growth potential for Tonys with new audiences and use cases. We also reached another milestone in the third quarter documented on this slide. we sold our 10 millionth Tony box. Fittingly, it was a Tony box too. Overall, Tony boxes have been activated in more than 100 countries, with over 134 million Tonys sold. In the third quarter, we not only expanded our reach, with 282 minutes, our average weekly playtime also remained on a high level. This is an important KPI. It shows the positive impact our screen-free product has on families and it's highly relevant for our business as it underscores a deepened engagement with our platform. Let's now take a look at our Q3 in financial numbers. We had an exceptionally strong third quarter. And we are very satisfied with our performance in the first nine months as well. Q3 was not only historical, but also highly successful. We increased revenues by more than 52%, growing our year-to-date performance by 33%, or €322 million on a group level. And I'm pleased that all markets contributed to this increase. In DACH, we recorded double-digit growth. After nine months, revenue was up 16%. North America continued its strong momentum with 36% growth year-to-date. And in rest of world, revenue surged 80% compared to the first nine months in 2024. As I said, the launch of TonyBox 2 was a key driver behind this strong performance, also accelerating our annual performance. Our sequential growth from Q2 to Q3 was obviously supported by phase-in effects, as the first TonyBoxes 2 hit the shelves in September. But our new core device has also hit the spirits of the times, generating significant momentum across markets. We have seen impact both from upgraders, so that's households already owning a TonyBox, as well as first-time buyers of a TonyBox 2. So we are on a good trajectory to continue our long-term platform growth. And we are not only on track to reach our long-term, but also our mid-term goals. With TonyBox 2 off to a good start and a strong Q3 business performance, we are pleased to confirm our full year guidance for financial year 2025. More on that later, but let me already state that this underscores our resilience in a challenging macro environment. In the next few minutes, I'll dive a little bit deeper into our business update for Q3. Our strong performance is the direct outcome of several major steps forward that we took over the past few months. Today, we look at some highlights. After a deep dive into the launch and early performance of TonyBox 2, we'll cover relevant developments in our major markets, an exciting new partnership, and naturally, Hans-Jörg will introduce himself. And what I want to reiterate, Not only have we worked to drive immediate results over the past month, we've also focused on preparing the road ahead. Therefore, we are well positioned to deliver another strong Q4. We'll be taking a look at that as well, but now let's dive in. Tonybox 2 is the champion, leading the next chapter of our platform and growth strategy. Most of you are very familiar with Tony Box One. For over nine years, it set the benchmark for creative, screen-free play, earning the trust of families in over a hundred countries. That has made us the global number one. And Tony Box One never became out of fashion. It was a huge success among different cohorts, selling as well as, or in most cases even better, than in the year before for nearly a decade. TonyBox 2 is built on this unique success story. It has everything that made TonyBox 1 highly popular. But with TonyBox 2, we are adding new use cases, enhanced features and even more immersive interactive experiences. At the same time, TonyBox 2 unlocks entirely new possibilities to shape and expand our business with new verticals and a broader age group. In a nutshell, we carry forward our legacy while setting the stage for a future with more imagination and more growth. TonyBox 2 is both continuing and enriching the experience millions of kids and families have fallen in love. At its heart, it's a screen-free, audio-first experience. But with TonyBox 2, it's becoming even more engaging. Tony's has always sat right at the intersection of tech, toys, and content, All of that still holds true, but now we're adding something new to the mix. Gaming. Alongside TonyBox 2, we've introduced TonyPlay, a whole new expanding product category that brings interactive games and quizzes to our platform. This hands-on experience perfectly complements our successful audio offering. The combination of Tony Box 2 and Tony Play will be a key driver of our growth going forward. Let me explain why. We are expanding our platform, driving growth across a much broader target group with entirely new growth vectors. We are reaching families earlier, engaging children for longer, and creating more opportunities for cross-selling and ecosystem participation. This broader appeal increases our total addressable market and strengthens our long-term growth trajectory. Specifically, TonyBox 2 unlocks three key growth vectors. Growth vector number one are younger children. for the first time tony box 2 is certified for use by children one and up we've developed new age-appropriate content like my first tony's allowing us to welcome families into the tony's ecosystem earlier and build more loyalty from the very start growth vector 2 is our core target the three to six age group remains central. And with Tony Box 2, they benefit from enhanced features while the familiar tactile play experience is preserved. In established markets, this also creates a strong upgrade incentive for existing Tony Box families. Growth Vector 3 are older kids. We are now offering formats and interactive games designed for children up to age nine or even older. By activating these three growth vectors, TonyBox 2 enables us to attract users at an earlier age, engage with them more deeply, and retain them for longer. This expands our installed base, increases customer lifetime value, and opens new opportunities for licensing, partnerships, and recurring revenue. In summary, TonyBox 2 is a catalyst for this sustainable growth. While it's still early, we are already seeing some very encouraging signals from our global community that our strategy is resonating. Those who already love the Tony Box are embracing the next generation. Early data shows that around 40% of Tony Box 2 buyers at launch are upgraders from our current platform, that is, owners of Tony Box 1. As we approach the holiday season, we expect this share to shift with Tony Box 2 increasingly becoming the entry point for new families replacing Tony Box 1. It's also clear that parents recognize the Tony Box 2 as a great toy even for the very youngest children. If we only look at Tony Box 2 activators that did not own a Tony Box before, nearly one in three have one-year-old kids at home. At the same time, we are seeing that Tony Box 2 is appealing to older children as well, thanks to TonyPlay. Let's look at the DACH market where our new device has been available since September, which provides us with a more solid database. There are 55% of all households with kids five years or older that activated the TonyBox 2 have played at least one of our new games. Yes, these are early indicators, but these figures show that the design of the platform is working as intended, also because we made a concerted effort to showcase our innovation. To celebrate the launch of TonyBox 2, we hosted events in Berlin, London, New York, Paris and Sydney. Our aim was to connect directly with our communities, inspiring those who already love or who are just now discovering Tony's. Having witnessed the event in Berlin firsthand, I can tell you, seeing the excitement of kids and parents interacting with Tony Box 2 is one of the best parts of my job. But that was not all, because both in New York and Paris, Tony's was on full display on oversized billboards even after our launch events had ended. These billboards were part of our first truly global multimedia campaign to strengthen our global brand equity. Brand and mission visibility are essential to bring our story to more and more hearts and minds in households around. In addition to our own channel, we also saw global buzz across major news outlets, confirming we introduced the right product at the right time. In total, media coverage on the launch of Tony Box 2 generated over 1 billion impressions worldwide. We are building on this momentum and continue to see new levels of excitement and attention across the global media landscape. and also in the broader tech community, because less than two months after launch, TonyBox 2 already won an award. It's a great honor for us that our new core device was named a CES 2026 Best of Innovation Award winner by the Consumer Technology Association. Global buzz in the media and from peers is important to reach even more families. However, what matters most is that the product truly resonates with those who created it. The feedback from our community is what drives me and the team every day. The numbers speak for themselves. We are seeing a strong 4.6 average rating. Nearly 9 in 10 users would recommend TonyBox 2 to a friend. And the volume of online conversations about Tony's has surged dramatically. But it's not only the sheer number, the sentiment is also overwhelmingly favorable. Parents tell us that children are absolutely loving the TB2 experience, from its foundational promise of screen-free time to particular new features such as TonyPlay or the Sleep Timer. In true Tony's fashion, we even listened to our community and in turn we've delivered. to quote one of our customers, a really well-designed product. For us, this is fascinating feedback, but first and foremost, a source for inspiration to do even better. The launch was about making a strong first impression. And we've done exactly that by ensuring that families everywhere know about TonyBox 2 by creating excitement and by earning our customers' trust. Now, the holiday season is about activating our platform at scale and turning that strong first impression into growth. You're entering the holidays with strong foundations, high demand and a platform that's ready to perform. And this is particularly true for North America where our Tony books has been available for not even six weeks now. North America is a key engine for our growth and we are fully prepared to keep the momentum going. We've secured exceptional visibility. In over 1,500 American Target stores, we are prominently placed with 12 feet of shelf space. Quite literally, no shopper can miss us. Tony's will be front and center this year for families as they browse for gifts. The same is true at Walmart, where over the past year we've moved from the electronics section to the toy section. Our presence at our retail partners even goes beyond the shelves. We are honored to be featured in Walmart's holiday season video and TV spot alongside household brands like Apple and Nespresso. And here maybe we can roll the video real quick, Peter. Every Who and Who Newville liked Christmas a lot.
But without help from Walmart, stress-free it was not. I wish there was a way for Who Newville to get everything they need for the holidays. Walmart's top brand gifts surprised Vindy Lou. Walmart has it all. Who guessed? Who knew? Walmart has Tony's? And Nespresso? Even Apple? Who knew? Who knew? Who knew?
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