Tonies, a German toy retailer known for its interactive audio systems for children, has announced a deal with BBC Studios to introduce "Bluey" content to its Toniebox library. The collaboration, highly anticipated by users, will feature collectible figurines of Bluey, Bingo, and Muffin, alongside themed accessories. The new audio collection will include stories, music, and interactive games, rolling out in North America, DACH (Germany, Austria, Switzerland), the UK, France, Australia, and New Zealand from June through October.
The "Bluey" collection will offer various products, including a "Bluey, Bingo, and Muffin 3-Pack Tonies Bundle," a "Bluey Toniebox 2 Starter Set," and a "Tonieplay Bluey Game." The Tonieplay game, specifically, will boast over 100 interactive moments and minigames inspired by eight episodes of the series, allowing children to engage with popular activities like "Keepy Uppy" and "Dance Mode." The content is designed to foster imagination, confidence, and empathy through audio-first, screen-free experiences.
This partnership is significant for Tonies, which has already sold over 12 million Tonieboxes worldwide and generated EUR 630 million in group revenue in fiscal year 2025, marking a 31% year-over-year increase. The company is actively expanding its global footprint, with North America being its largest market, and aims to strengthen its position as a leading platform for children's entertainment. The "Bluey" range will be available for pre-order in the U.S. via tonies.com and Target, with further pre-orders in the UK expected in August through the Tonies website and Smyths Toys Superstores. The collaboration underscores Tonies' strategy to integrate popular IPs and offer immersive audio experiences for children aged 1 to 9+.
