• by Fern Siegel , March 19, 2024

Tonies, a global interactive audio platform for children, just named Anomaly its agency of record.

A digital learning experience that plays stories and songs, the company says 5.7 million Tonieboxes and 72 million Tonies have been sold worldwide. Its audio platform has been activated in more than 100 countries.

Anomaly will lead the global brand positioning, strategy, design, global campaigns and communications.

The agency’s Berlin office has been assigned the account, which plans to fuel growth in the U.S., U.K. France and DACH, the German, Austrian and Swiss markets. Tonies will also arrive soon in Australia.

The agency’s remit is to elevate the brand’s global growth and aid product launches. In addition to the Tonieboxes, there are numerous figurines. Various collections of Tonies, including Creative, Imagination and Clever, are available. A symphonic fairy tale of "Peter and the Wolf" is narrated by David Bowie.

Shelly Sundag, head of global grand, Tonies, said: “A category leader pushes the boundaries — it doesn’t copy. So as new products enter the market and as we expand our offering, we are excited to push the tonies brand to make space for all the things to come, while making sure our experiences always live up to our brand promise.”

Anomaly’s position on brand development, which takes an all-encompassing and “total” approach; looking far beyond just advertising, is the perfect long-term partner to that ambition."

Anomaly has offices in Los Angeles, New York, Toronto, London, Berlin and Shanghai. Clients include Aston Martin, Coca-Cola Co., Diageo, Expedia Group and Lipton.