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Tonies Se Reg A
8/20/2026
Good morning and good afternoon to from wherever you are joining us virtually today and welcome to the Tony's earnings call for the second quarter and the first half of 2026. Highlighting once again continued strong growth halfway through the year. With me today are our CEO Tobias Wann and CFO Hansjörg Müller. As always, Tobias will start with last quarter's business highlights. Hans-Jörg will walk you through the financials before we finish with the confirmation of our full year 2026 guidance. After the presentation, we will continue with the Q&A session and we invite you to submit your written questions through the Q&A function during the presentation already. We have an exciting story to share with you today. So without further ado, I will hand the floor over to Tobias to kick things off.
Thank you, Moritz. Warm welcome from my side as well. As always, let me start with an update on where we stand in building Tony's into a global icon. Let's quickly recap. We built the category of interactive audio for children. We are leading it. We're continuing to shape it and innovate it. In less than a decade, we sold around 12.6 million Tony boxes and more than 173 million Tony's. What's even more important, we continue to grow household penetration in more than 100 countries every quarter, every year. The families who join us stay with us. Their kids engage with their Tony box for nearly five hours a week. We are an essential part of daily family life. And as you will see today, that continuously pays off. So what does the first half of 2026 tell us? With 243 million euros in revenue, an increase of 41% in constant currency, we are firmly on track to meet our annual goals. We deliver in every single market, North America, DACH and rest of world, all with impressive double digit growth. And underneath that top line, the flywheel is accelerating. In the first half of the year, we sold more than 830,000 Tony boxes, an increase of 54% compared to the first six months in 2025. In addition, our customers bought roughly 17 million Tonys, 4 million more than in the first half of the prior year. With that, we continued our momentum. More boxes, more Tonys, deeper relationships. Let's look at some of this year's highlights so far. For us at Tonys, 2026 is another year of innovation. The announcement of Tony Box Lite marks our second device launch within one year. It's a milestone for our ecosystem strategy because Tony Box Lite will be a major driver of additional growth. We also continued to build exciting partnerships. Our Pokemon figurines, very excited, launched yesterday and it's already a smashing success. Bluey, created unprecedented buzz already upon our announcement in June. Our new Hasbro games fuel TonyPlay with true classics, Tony fight for our ecosystem. And we just landed another big partner. I don't know if you can see it with FC Bayern Munich. We've not only added a great name, we've deepened our reach in the sports vertical. And with it, we are introducing serialized content to DACH, a major format innovation beyond the box. Wins like these are the foundation of our continued growth. And the results speak for themselves. 57% top-line growth in North America, 26% in DACH, and over 40% in rest of world. We are clearly continuing our momentum. Strong, profitable, and sustainable growth. In the first half of the year, we also held our very first capital market days. I was very happy to see many of you in London on June 18th when we laid out a bold ambition. We are aiming to roughly double our top line and our margin. That means 1.4 billion euros in revenue by 2030 and an adjusted EBITDA margin between 16 and 18%. The midterm ambition is clearly rooted in our three strategic priorities. First, we are building an ecosystem that compounds value for Tony's and for families alike, shaping our industry and the future of childhood. Second, we remained focused on winning internationally, particularly in the US, where we still have major room to grow. And third, we prioritize reliable, profitable growth. Our model is designed to extend our track record year after year. Over the past few months, we've made good progress in each of these areas. Let's take a closer look at this. Let me remind you, Tony's is bigger than the box. This becomes crystal clear when we take into account the growing needs of modern families. Important and sometimes overdue social discussions around what good entertainment for kids looks and sounds like are providing clear tailwinds for our business. We have a great opportunity ahead of us. To realize Tony's full potential, we are building an ecosystem that spans experiences throughout the childhood. Be it our rich and ever-expanding above-the-box portfolio, just what I showed you, or our range of accessories or digital experiences. And now, for the first time, we also have a device ecosystem, thanks to Tony Box Lite. Tony Box Lite complements our flagship product, Tony Box 2, perfectly. Each is designed for different family needs. Still, they are running on one unified platform and one vast portfolio of curated content. The Tony's ecosystem is built to grow with families across products and over time. And keep in mind that our ecosystem is self-compounding. No single layer alone creates the value. Real value is created in the interaction between them. Content drives engagement. Engagement drives habit. Habit drives repeat participation. The discipline we apply is simple. Everything we build must fit and compound within this ecosystem. And then there's the international potential. Our ambition is global and it's big. Growth is not just a game of new markets. Yes, expansion does include new markets and we are excited for that. But there's a lot left to win in our existing markets as well. Just take North America, our largest market already. North America grew 57% year over year in the first six months of 2026. That's possible because while we are winning already, our household penetration is still just around 12%. Compare that 12% to nearly 60% in DACH, where we're also still growing by double digits, and you get the idea. It tells you everything about the vast potential we'll still have in our existing markets. The same dynamic, by the way, applies to the rest of the world. Having said that, Growth will also come from new markets. We will be bringing Tony's to two of them by the end of 2027, at least two. And by 2030, we are aiming to be present across all major regions of the world. The markets we are looking at are already taking into account in our path to 1.4 billion euros in revenues. And they will further fuel our proven economic models. Cohorts make our business wide predictable by design. You can see it here. Every box that enters our ecosystem leads to 20 plus Tony's sold over its lifetime. We've been observing that behavior across all markets across time. Every cohort of new families is larger than the one before. Every new cohort increases in value and generates subscription-like attached revenues for years to come. More than 60% of the lifetime value of cohorts acquired since 2020 is still for us to take. I'm talking about future purchases from boxes that are in homes already today as we speak. The majority of what those families will spend with us is still ahead of us, and the compounding effect only increases as we are acquiring new and larger cohorts. This gives us great confidence for the years ahead. Now let's turn to one of the most important milestones of 2026. A few weeks ago, on July 27, we announced Tony Box Light. The buzz around the launch was electrifying. It meets family needs and we've seen a high level of excitement among our communities as well as a lot of praise in media. TonyBox 2, let's be very clear, is and remains our flagship device. The full TonyPlay experience with a range of premium features including TonyPlay and more. TonyBox Lite complements it. It delivers our signature listening experience in a more compact format, and importantly, at a more accessible price. We'll speak on our strategic implications in a moment, but first, I wanted to share a brief overview with you. Here, you have, at a glance, both boxes side by side. This overview shows how they complement each other rather than compete. If you want the full experience, you go for Tony box to price at a little under 130 US dollars. It includes the full range of features including sunrise alarm, dynamic lighting, and of course, Tony play. Tony box light opens the door at already less than $80 and provides the opportunity to listen to all of your favorite figurines. While it's more compact, I think it's clear it's unmistakably Tony's. This device differentiation is by design and it unlocks strategic value. Expanding our ecosystem means two things. On the one hand, you're sticking to the foundations of our success. On the other hand, you're adding a new opportunity. Tony's main premise and years first experience, vast curated content portfolio, a tactile and intuitive platform that fosters independent play and peace of mind for parents. All of that stays in place. We are not diluting our platform. We are not stretching our abilities. What we are doing, we're opening up. We're opening up our serviceable, addressable market. More families can now start their Tony's journey. More families on the platform mean more attached revenue. Second, the compact design and portability opens up new moments for Tony's. Tony box light goes wherever childhood goes. And let me tell you, We are constantly listening to our customers and we've heard it many, many times from so many families. When multiple children are in the house, I would love a second box. One we can leave at another place, at grandma's or when we are traveling. Tony Box Light makes life easier for those families. As a result, it creates value in two directions. First, it expands who we can reach for families new to Tony's price was sometimes the primary barrier. Tony Book's light removes it. These are families who were not going to purchase, not going to join our ecosystems at all. So we're talking now net new to Tony's ecosystem. Second, Tony Book's light deepens engagement with families already on our platform. For existing customers, the question is no longer, is a second device worth the full investment? And critically, neither benefit comes at the cost of the platform itself, the same content, the same Tony's, the same ecosystem. And beyond today, the pricing flexibility Tony Box Light creates is a structural asset, one that we can leverage in existing markets and those we will be entering in the future. Now, let's go above the box again. I want to start with a partnership that genuinely excited our whole community and genuinely excited me. I'm talking about Bluey. Here it is again. Wonderful little Bluey. Bluey is the most beloved children's franchise in the world right now. Of course, such a character belongs on the Tony box. Now she is. Families all around the world continue to ask for her and her furry friends. Over the past few years, even Bluey was by far the most requested IP for us here at Tony's. Statistically, I've been looking into this, her coming to the Tony books was requested every single day. We did the math on this one here. Our first launch impressions show that the excitement is real. In New Zealand, for example, close to Bluey's home country, Australia, we hosted an immersive event at the country's largest shopping mall. In the US, the launch of Bluey was powerful enough to expand our shelf at Target and the sell-in is really strong. Our fans noticed and media fully understood the dimension of what such a partnership means in our industry. It's a truly landmark one. When a launch lands like this, you feel it. The global Bluey rollout has started and will continue. We're excited for what's to come. Then, There's Hasbro. Here is the Hasbro Monopoly game that I hold in my hand. This partnership represents a new growth vertical for Tony's because with our Hasbro games, Monopoly, as you just saw, Game of Life, guess who? You're able to Tony-fy classic board games. Titles that every family already knows and loves for generations. And now they can experience that in a new format on TonyPlay. The TonyPlay versions of these board games show the versatility of this new category on full display. Teaming up with such an iconic partner as Hasbro also levels up our campaigning power. And last but certainly not least, we are exciting kids at the upper age range with games without screens. And that is not all. When we look at this year's tentpole launches, if you happen to be in London today, and I know some of you are, you might actually see us on your way home. Pokemon is launching, and we wouldn't be Tony's if we didn't celebrate in style. This bus that you can see here is an ad, but it's also a testament to the two powerhouses that are joining forces here. Finally, when we do partnerships, we always look at the right format for the right licensor. In some cases, this can add fantastic innovation to our content roster. Just days ago, we launched a partnership that we are extremely proud of. FC Bayern Munich is Germany's favorite team and record champion, as we say in German, der Rekordmeister. A partner like that, you want to do justice. This pocket Tony is true above the box innovation. There's two reason it matters so much. Let me explain this to you. First, it's the debut of serialized sports content. We'll feature 18 sequential releases with Bayern Munich throughout the 26 and 27 season. And you probably did the math. There is 18 home games that every team plays. So there is a certain logic behind that. This format keeps engagement high and opens up new ways to think about our content portfolio. And probably strategically more important, it secondly deepens our footprint in sports. Se Reg A And for serialized sports content in DACH, we are literally kicking it off with the best possible partner there is, one of the top clubs in Europe and quite possibly in the world. Speaking of serialized content, another very proud moment for me and for us in 2026. We already have a blueprint, so most of you know probably that. in our content portfolio that demonstrate why both our little listeners and we as Tonys share love for recurring formats. In the UK, our daily podcast Today with Tonys aired its thousandth episode less than three weeks ago. Today with Tonys drops every morning and is a great example not only for content kids love, but how we retain and deepen loyalty with our community. Seven out of 10 listeners tune in every single day. Picture this. And even more remarkable, households that own this Tony, Today with Tony podcast, Tony, have both higher play time and purchase more above the box items in general. All indicators suggest that this award-winning daily show for kids drives brand loyalty towards Tony. And by the way, it is one of many productions by our very own Tony's Studios, which demonstrates the powerful capabilities of our in-house content team. And I'm very proud of this team. I want to say a big thank you to this team here in this call as well. Both serialized formats and sports are verticals that offer additional opportunities for us. Today with Tony's and our partnership with Bayern Munich illustrate just two of the paths that are possible. And I can tell you, we are already exploring more. Stay tuned. Let me close our strategic highlight session with two examples of successful retail innovation. The first is from North America, where we already have a broad network of points of sale, as you know, collaborating in the best sense of the word with every major retailer. Tony Box Light, I keep showing it to you because I'm so proud of this product. Tony Box Light opened up an additional path for Working with Walmart, we agreed upon an exclusive and gained 800 additional points of sale with out-of-isle placements for the launch. And if you are in the US, I encourage you to visit your local Walmart to actually look at it yourself. And we are exploring even more options to drive innovation in retail. The second example is from DACH, our established market. In this case, specifically from Switzerland. It comes with a loyalty program, so-called retail loyalty program, which is yet another driver of incremental growth for us. We recently partnered with leading Swiss retailer Mikro. Together, we developed exclusive pocket Tony's and accessories, each featuring content in Swiss, German, French and Italian. Our collaboration also includes a loyalty program designed to drive incremental reach. These are just two of several examples of how we look at creating new shelf space in all the different types of markets that we're in and reach that we did not exist before. With this, I hand it to Hans-Jörg for the financial details. Hans-Jörg.
Thank you, Tobias. Let me start by giving you an overview of what you are about to hear. The first half of 2026 was a period of outstanding growth for Tony's. We saw strong momentum in all segments, particularly driven by accelerated Tony box sales. Let me take you through the numbers. Group revenue came in at 243 million euros. That's a top line growth of 41% in constant currency. We're pleased to see that North America and DACH accelerated their growth with the rest of world segment continuing its momentum. In regards to EBITDA margin, we expected a lower margin for this half year versus the prior year. This is mainly because of Tony boxes growing stronger than figurines, but also due to the timing of tariffs. Let me double click on that last year's Tony box baseline a bit. That was artificially low last year when retailers were delaying their purchases in anticipation of Tony box too. So also contributing to this product mix shift from a year on year perspective. So our product mix developed as planned. While we do not provide a specific quarterly guidance on that, the structural mix directly supports the half year financial results we published today and keeps us fully on track to achieve our full year guidance. So the actual result of 0.7% adjusted EBITDA is in line with our margin expansion prediction for the full year as per our guidance. Now let me comment on our free cash flow It was driven by the typical seasonal working capital build-up amplified to support our tentpole launches, some of which are occurring earlier in 2026 this year than compared to 2025. For example, these included Bluey, Hasbro, and Pokemon as well, as well as the Tony Box Lite launch this half year one, where we had only Tony Box 2 in last half year two. So different earlier timing of launches than last year. And for the full year, we expect free cash flow to be positive. Now, let's approach the line items in our P&L that require a bit of context. Our margin. Gross margin came in at 64%, 64.3% versus 70.9% in the prior year. This is mainly driven by the dynamic I just mentioned. First is the timing of tariffs. In last half year one, we sold products that were imported at zero tariff. And this half year one, the product sold were imported at a time when tariffs were still volatile and high before they actually settled to a more stable baseline just earlier this year. So previously imported product that still needs to flow through the P&L. And then second, the product makes shift from Tony's to Tony boxes versus the prior year, also influencing the gross margin. As mentioned, please keep in mind that the baseline for comparison Tony box sales during the first half of last year was rather low. Because of page one of one of 2025 retailers had reduced Tony box one orders as they waited for Tony box to to hit the shelves. In contrast, in the first half of this year, we had the full benefit of Tony box to availability. So quite some timing impacts. And whilst this had a slightly unfavorable impact on this period's gross margin, each box sold increases the installed base of Tony boxes in the market. Ultimately, that is what lays the foundation for future profitable above the box sales. Another positive sign, our operating leverage partially offset the impact of this product mix shift, particularly through efficiencies and fulfillment, marketing and SG&A. And as a result, our adjusted EBITDA margin was less affected, came in at 0.7%. These results, as I already said, are in line with our plan as we've remained on track to deliver our full year guidance for both top and bottom line. Now let me focus on the top line. It's been a great first half year. With revenues up 41% in constant currency, we accelerated our growth rate at group level. Increasing our growth rate to plus 26% in DACH shows that we can deliver outstanding progress and innovation even in established markets. In North America, our biggest segment, we grew by an exceptional 57% in constant currency. Let me repeat this, 57% revenue growth in constant currency in our biggest market, which also is our most important growth market. That is some incredible momentum, especially against the potential we still have. We saw a similar development in our rest of world segment, which has been growing both fast and sustainably at 43% year over three year in constant currency. So while that continues to be a major success story for Tony's, our strong performance outside our home market continues to drive our internationalization. Against this backdrop, Our share of international revenues increased by three percentage points to 63%. That's a start to build on this year. Moving on, we already touched upon the product mix when we discussed our key margin drivers. Let's go a bit more into detail. Tony Box revenue increased by 69% year over year in constant currency, reaching 57 million euros. As I already pointed out, this exceptional growth rate was also driven by a low comparable base during last year's period when retailers were waiting for the new box launch. But it does pay testament to the fact that TonyBox 2 was the right product at the right time. Announced almost a year ago, to this very day, our flagship device continues to fuel our install base of TonyBoxes. Let's not forget our other segments as they showed a strong performance as well. Tony's that is above the box revenue increased by 36% 277 million euros, and accessories grew by 15% year over year, both in constant currency. Now let me spend a moment on Q2. Q2 had a major impact on our strong performance in the first half of the year. In the second quarter, Group revenue increased by 49% in constant currency with North America recording an astonishing 85% top land growth. Revenues from Tony boxes accelerated in the second quarter as well compared to the start of the year. You can see here that the segment grew by 76%, further strengthening our installed base, which again is a driver for future above the box sales. On both points I just made, let's not forget the low prior year baseline due to the Tony Box 2 launch. On the next slide, I'll take a look at our segment performance. You can see here that many of the dynamics you're already familiar with have continued in the first half of 2026. Namely, DAH remains the segment with the highest profitability and margin improvement goes hand in hand with dynamic growth. So our EBITDA margin improved by nearly 8 percentage points to 24.4% in half year 1, 2026, driven by the revenue growth and operating leverage, including marketing and SG&A efficiencies. North America achieved a stable margin performance year on year. That is remarkable given that our box heavy sales mix negatively impacted the gross margin here, in addition to the timing of tariffs, which of course applies 100% to North America, meaning none in the prior period and relatively high tariffs in the product sold in this half year one, as I explained previously. Efficiency gains across fulfillment, marketing and SG&A also offset the unfavorable gross margin impact here, allowing us to grow fast and profitably. And then there's rest of world segment. Keep in mind that this already grew profitably in the full year of 2025. So seeing further margin improvements after six months of 2026 is very encouraging sign for us in what is still an early high growth base. So great performance across the operating segments for a half year one. And remember, this is our low volume, low revenue half of the year. Moving on to headquarter cost. They're worth mentioning because we had positive one-off effects last year that do not reoccur in 2026. Instead, we had negative one-off cost effects in this reporting period. They are in part stemming from the timing of contracts that will not reoccur going forward. They don't structurally affect our performance in the segments, which is exactly why they are accounted for at group level to provide a transparent assessment of segments performance for our steering. For the full year, our headquarter cost is on a similar trajectory as last year and in line with our expectations. Now, that we're on the right track structurally also becomes visible when we look at our adjusted EBITDA margin bridge. The increased COGS primarily result from the before-mentioned product makeshift Tony boxes with lower gross margins and the timing of tariffs, as I just explained. At the same time, we achieved licensing efficiencies, also partly driven by the product mix shift towards Tony boxes. Fulfillment costs were positively impacted by a favorable channel mix as our ongoing point of sale expansion comes with lower fulfillment costs than other channels. Then the before mentioned operating leverage. Here we show efficiencies in marketing and SG&A expenses. As you know, we came into 2026 with a number of macroeconomic challenges, ongoing uncertainty around US tariffs, challenges in component sourcing, in particular memory chips, and foreign exchange volatility being amongst them. However, we have established ways to work with those, starting with tariffs. While the situation has stabilized compared to where we were a year ago, We've also continued to lean on the sourcing flexibility we've built up over the past several years, including the diversification of production, which has let us manage our exposure without disrupting supply chains. It's the same playbook we described on previous calls, and it continues to work as intended. Second, memory chip supply. We've maintained flexibility in both the underlying technology and our production footprint, which has allowed us to secure supply not just for the remainder of this year, but also with visibility well into the next year. Third, FX. We've mitigated the impact through what we'd call natural hedges, matching revenue and cost exposure in the same currencies where possible, mainly in US dollar. And lastly, we refinanced our syndicated loan, which was due to mature in September 2026. Our new facility features a nominal amount of 150 million euros and extended maturity to 2029 and significantly improved terms. Whilst this is in excess of what we actually need today, it does provide us with access to seasonal financing for the years to come without having to administer new vehicles every year. And with that, I'm handing back to Tobias for our outlook.
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