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New worlds to play for a new generation.

Product launch of the Toniebox 2

The Toniebox 2 marks another milestone in the product development of tonies®: more interactivity, an advanced design, and a new world of play with Tonieplay. Step by step, this new world is opening up to an ever-wider audience.

Immerse yourself in new worlds

Create proximity, spark curiosity and gradually introduce new favourite worlds and heroes. These goals result in a versatile setup – clearly guided, recognisable and with great attention to detail.

A wide variety of stations and islands invite visitors to play, try things out, and experience them. The setup intuitively inspires enthusiasm in the stationary showroom, at influencer events and on the Germany-wide roadshow.

Detailed view, large walk-in Toniebox, opened on two sides; in the middle is a table with Tonieboxes 2, and various extensions are attached to the back wall.

Playful construction kit for the launch

"dreiform thinks in terms of experiences – complex innovations become simple, understandable and playful experiences."
Leonie Roßkopf
(tonies®, Team Lead Marketing Trade & Activation)

Step 1: Exclusive teaser space in Düsseldorf

The starting point for this journey of discovery is the Secret Room in Düsseldorf. An exclusive preview space for internal teams, partners and retailers. The familiar Tonie voice guides visitors through the showroom.

Opening curtains and a finely tuned light installation offer an intense and extremely personal tour through the new themed worlds and features.

The beginning in secret

  • Teaser space at the headquarters in Düsseldorf from the outside
  • The Toniebox 2 stands on a table in a black room, illuminated from above by a spotlight; in the background, a television with the Tonies logo displayed can be seen.
  • A woman pulls aside a curtain to reveal the release of the Toniebox 2.
  • Person in a secret showroom with curtains all around; the person is blurred due to long exposure. In the foreground, the Toniebox 2 stands on a table, with two wall modules visible behind it.
  • Person in a secret showroom with curtains all around; the person is blurred due to long exposure. In the foreground, the Toniebox 2 stands on a table, with two wall modules visible behind it.
  • Three sleeping animal Tonies figures are sitting on a swing; in the blurred background, a tethered balloon, a Toniebox 2, and other larger sleeping animal figures can be seen.
  • Zoom in on the lower part of a wall module with the Tonieplay logo; behind it, you can see many different Tonieplay Quizzles.
  • Woman operating a tablet with Tonies user interface to control the room, including lighting, scenarios, and guided navigation through the Secret Room

Step 2: Top Secret in Nuremberg

Characters and heroes from the tonies universe will be brought to life with great attention to detail. The Lalalinos® are given their own stage in the truest sense of the word. The Toniebox 2 will not initially be on public display at the SPIELwarenmesse in Nuremberg. The Secret Room is integrated into the overall stand concept as an invite-only experience. A protected space is created behind curtains in a giant Toniebox. Acoustically isolated, quiet, focused. A deliberate counterpoint to the trade fair – and an invitation to pause and reflect.

View of the exhibition stand with an XXL Toniebox and a Lalalinos stage

The huge hiding place

  • Wall with arranged Tonies figures.
  • Stage backdrop of the Lalalinos
  • Various Tonies figures arranged on a shelf.
  • Tonies' world of sleep – trade fair backdrop with themed design.
  • Entrance to the Secret Room behind red curtains.

Step 3: Influencer-only in Berlin

In Berlin, an apartment is being transformed into a walk-in tonies® world. Selfie spots, themed rooms and interactive modules invite around 100 guests to discover the Toniebox 2 in a playful way. Structural elements from previous installations are being reimagined, adapted and reused. Because design in transition means thinking about responsibility and sustainability.

PR preview of the Toniebox 2 in an apartment setting: The Toniebox 2 stands on a table in the middle, surrounded by grey curtains, people touch it.

Fantasy rooms for influencers

  • Close-up of a glowing neon sign displaying the word “Showtime” in front of a gray curtain.
  • PR preview of the Toniebox 2 in an apartment setting: The Toniebox 2 stands on a table, the curtain opens and influencers look on eagerly.
  • Over-the-shoulder view from the audience of a man presenting with a microphone in one hand and holding a red Toniebox 2 in the other.

Step 4: Pop-up tour of Germany

Now even the youngest generation can explore the new features and worlds. For the Germany-wide roadshow through retail outlets, retailer-specific modules can be combined and ideally adapted to existing spaces.
Interactive elements arouse curiosity, encourage playfulness and make the new features intuitively accessible. Safety is of course a priority. Materials, including the colours used, are additionally TÜV-tested.

ind plays with cardboard cards from an interactive Tonie 2 game.

Experience areas for retail

  • Close-up of the Tonies brand logo on the roadshow
  • Toniebox 2 in very large and from behind
  • Toniebox accessible from the front on roadshow
  • Overview of a station with several Toniebox 2 play stations.
  • Close-up of the Toniebox with Lalalinos extension.
  • Glance over the shoulder at a boy who is currently interacting with a Toniebox 2.
  • Large, walk-in Toniebox, open on two sides; in the middle is a table with Tonieboxes 2, and various extensions are attached to the back wall.

Client

tonies SE

Roadshow & usage

  • 9 roadshow stops
  • 1 PR event
  • 10× use of the same modules

Toniebox as a staging element

  • 0.15 m height - original
  • 1.30 m height - bar table version
  • 2.50 m height - roadshow version
  • 4.60 m height - secret room

Brand world diversity

Installation of approx. 500 tonies figures on the logo wall

Services of dreiform