Following a competitive pitch, award-winning global children’s audio storytelling brand Tonies has appointed 303 MullenLowe as its integrated trans-Tasman agency of record for its 2024 launch in Australia and New Zealand.
303 MullenLowe’s role encompasses the full spectrum of local marketing activities for Tonies, including strategy, creative development, brand positioning, social media, PR, influencer engagement, content creation, events, and production. This comprehensive approach aims to build Tonies’ presence and impact in the new markets.
The move into the Australian and New Zealand markets comes after the brand’s success in Europe, the US, and the UK, where the demand for its innovative, screen-free audio platform has been growing since its debut in 2016. The Toniebox and Tonies figurines offer children an immersive listening experience through stories, songs, and play, with over 7.3 million Tonieboxes and 90 million Tonies sold globally.
As part of the launch campaign, 303 MullenLowe unveiled its first integrated marketing activities, including social media, PR, content strategy, production, events, and influencer outreach. A notable highlight was a launch event co-produced with Bluemouth Interactive, held at Melbourne’s Museum of Play and Art (MoPA), featuring a collaboration with popular children’s entertainer Emma Memma (Emma Watkins).
Joanna Gray, CEO of 303 MullenLowe Sydney, shared her excitement: “The entire 303 MullenLowe team is thrilled to support Tonies in introducing its exceptional audio system to Australian and New Zealand families. Our integrated approach, coupled with a strong focus on influencer-driven word-of-mouth endorsements, is designed to maximize the brand’s impact and resonate with parents and children across both countries.”
To develop the product marketing strategy, 303 MullenLowe conducted extensive audience research and persona development, gaining insights into Australian parents’ demographics, attitudes, lifestyles, behaviors, and purchasing drivers. In New Zealand, the agency also developed localized brand positioning and messaging, including tailored content pillars and creative guidelines.
With Tonies now available in 300 stores across Australia and New Zealand, the launch strategy also includes the distribution of review units, native advertising, and other strategic media placements. This initiative marks a significant step in Tonies’ expansion, promising to deliver innovative and educational toys that spark imagination in young minds.