Connected Media Group, has been appointed by tonies to control media planning and buying across Australia and New Zealand.
The appointment comes as tonies continues its rapid expansion across the region, with Connected Media overseeing above-the-line media and online video, focusing on upper and mid-funnel channels to strengthen awareness and engagement.
Connected Media will work alongside tonies’ PR, activation and events partner, Connect Agency, to manage the next-generation product launch,
Toniebox 2. Planning is already underway for further campaigns set to roll out in 2026.
Laura Hamod Barnes, Founder and CEO of Connected Media, said the partnership was built on shared values of creativity, collaboration and performance.
“We are excited to be working alongside the Connect Agency and with the tonies team. From our very first conversations, it was clear we shared a commitment to creativity, performance and collaboration,” Barnes said.
“We’re excited for tonies to be joining the growing Connected Media portfolio, and look forward to building a lasting partnership that drives strong results and helps more kids experience the joy of storytelling in its purest form.”
Laura Hamod Barnes, Founder and CEO of Connected Media
Expanding the world of screen-free storytelling
Launched in 2016, tonies has become an award-winning global phenomenon, offering a screen-free audio player designed to spark imagination and foster independence in children aged one to nine.
The Toniebox, along with Tonies figurines and Tonieplay Games, connects children to immersive listening experiences through stories, songs and play.
Lauren Best, Senior Marketing Manager ANZ at tonies, said the partnership with Connected Media marks an important milestone in the brand’s regional growth.
“Connected Media’s strategic approach and deep understanding of the local market are helping us share our story with more families across Australia and New Zealand,” Best said.
“Our partnership is an exciting step forward as we continue to grow the tonies community and inspire imagination through screen-free play.”
Megan Rose, CEO and Founder of Connect Agency, added that integrating media strategy with PR and activations would further amplify tonies’ impact across key markets.
“Having Connected Media join the team strengthens our ability to reach parents in meaningful ways, bringing together smart strategy and media expertise to build awareness and connection at scale,” Rose said.