Sustainability

Listen, Learn, and Grow Responsibly
This vision guides us on our journey.
We believe that sustainability starts with our product. The Toniebox is particularly robust and durable, ensuring long-lasting use. It promotes physical and mental well-being through its screen-free design and encourages independence since its intuitive design enables even young children to operate it. With its reliability, the Toniebox often becomes a beloved companion for children, accompanying them as they grow up.
Beyond the inherent sustainability aspects of our product, there are many more to consider:
Planet
Planet
We take increasing responsibility in measuring and reducing the environmental impact of our products and operations.
People
People
We prioritize building strong, long-lasting relationships with employees and suppliers while upholding uncompromising standards.
Play
Play
We aim to have a positive impact on the next generation, promoting consciousness, minimizing screen time, and encouraging independence.
Principles
Principles
We continuously assess and enhance our internal systems, processes, and policies while fulfilling reporting requirements.
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PlanetPlanet
Climate Change
Optimizing logistics for Preloved Tonieboxes
In 2024, we optimized our logistics processes by integrating the refurbishment process into our market warehouse. The move eliminated all domestic transportation between warehouse and supplier, reducing our GHG emissions. Specifically, we saved 0.65 tonnes of CO2e and 0.31 tonnes of packaging material annually.
Reducing air freight
To reduce tonies’ GHG emissions, we have started efforts to minimize air freight in our shipping processes. This initiative includes optimizing our demand planning process and supply chain logistics to prioritize more sustainable transportation methods.
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Resource Use
Water-based paints
Since late 2022, tonies has been transitioning from solvent-based to water-based paints for our Classic Tonies. This shift not only offers environmental benefits but also supports healthier working conditions at our suppliers.
In 2024, our manufacturing partner, who is actively undergoing this transition with us, has painted over 12 million Classic Tonies – approximately 32 % of the total Classic Tonies produced this year. A significant portion of these figurines has already been coated using water-based paints.
”Bio-circular” material
In 2023, tonies selected INEOS Styrolution’s ABS material Novodur? ECO P2H-AT BC50 for the production of the housing of its product range of Pocket Tonies. This material is based on up to 50 % renewable feedstock, following a mass balance approach certified under ISCC PLUS. In 2024, tonies purchased more than 4 million Pocket Tonies from its suppliers, all of which were produced using this more sustainable material.
To further advance our efforts, we will transition to using the ABS material Terluran? ECO GP-35 BC100 for the housing of our Pocket Tonies range, starting in 2025. This material is based on up to 94 % of bio-circular ISCC PLUS certified feedstocks, following a mass balance approach.
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Circular Economy
Toniebox Repair Service
In 2024, we launched the Toniebox Repair Service in the DACH region. This service focuses on repairing key components of the Toniebox that may lose functionality by accidents or over time, such as the ears, battery, or platform. Our goal is to extend the lifespan of Tonieboxes, minimize waste, and provide customers and our little listeners with a sustainable option for preserving their listening experience. In 2024, 13,403 repairs were carried out through our Toniebox Repair Service.
Preloved Toniebox
In 2022, we launched the Preloved Toniebox program in Germany and Austria. This initiative refurbishes Tonieboxes, giving them a second life and reducing the need for new resources. In 2024, the program successfully reactivated and sold 22,966 Preloved Tonieboxes.
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PeoplePeople
Employee Relationships
Employee surveys
tonies conducts an annual comprehensive survey to thoroughly assess employee experience and engagement. This survey is complemented by quarterly pulse checks, which are shorter surveys designed to capture more immediate feedback. Based on the survey results, tonies develops and prioritizes measures to address identified areas of improvement.
Culture Carrier Program
tonies’ European Culture Carrier Program offers a defined number of employees the opportunity to work in their current role from one of the company’s other offices, either across Europe or within Germany, for up to three months. This exchange is designed to build bridges between (inter)national locations, deepen internal networks, and learn about different ways of working.
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Inclusion & Diversity
The group recognizes that Inclusion & Diversity (I&D) are not only fundamental values but also crucial drivers of innovation, creativity, and organizational success.
To support these values, tonies has established an I&D Champion Group. This group plays a pivotal role by contributing ideas to and driving the I&D Roadmap, role modeling inclusion, and taking action to ensure the commitments are achieved. The I&D Champion Group consists of a diverse group of volunteers from across the organization, representing various roles, backgrounds, and perspectives.
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Supplier Relationships
Conducting an annual Human Rights Risk Analysis and outlining our approach in tonies’ Modern Slavery and Transparency Statement.
Requesting annual social audit reports from our core direct suppliers.
Providing a whistleblowing system for confidential and anonymous reporting of potential wrongdoing.
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PlayPlay
Children
The Toniebox’s screen-free, durable design allows for extended playtime, while its intuitive, child-friendly features encourage independence.
We provide free contents in the tonies? audio content library in multiple languages.
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Consciousness
Creative Tonies are available in three different skin colors and with the help of different costumes, they make it possible to discover new characters.
Launching sustainability-related own content, which makes little ones aware of the environment and endangered species.
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Product Safety
Kids and adults use our products and services to experience moments of joy and should feel absolutely safe and sound. Therefore, we
prevent, as much as possible, any risks, adverse impacts, and hazards associated with our products and services.
ensure compliance with applicable regulations and internal standards.
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PrinciplesPrinciples
Corporate Culture
As part of our corporate culture, tonies’ Management Board actively promotes and communicates the following key principles:
Taking responsibility for our actions by adhering to laws, regulations, and internal policies and procedures. We encourage seeking guidance when faced with questions or uncertainties, fostering a true speak-up culture, and reaching out for support when needed.
Demonstrating respect for diversity, particularly in how we represent our products, embracing a wide range of per- spectives and experiences.
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Code of Conduct
Code of Conduct
Under tonies’ Code of Conduct, all employees of the group are required to abide by applicable laws and uphold a culture of integrity. The Code of Conduct outlines tonies’ core values, which include corporate responsibility, embracing diversity, and considering the long-term impact of our actions.
Code of Conduct for Business Partners
In all business dealings, employees and teams shall work together with each other and our business partners on the basis of openness, respect and constructive cooperation. Relationships with our business partners play an important role in this context. Therefore, issues such as respect for human rights, prohibition of child labor, and compliance with other standards relating to labor rights and the provision of a safe workplace are set out in a separate Code of Conduct for Business Partners.
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Whistleblowing
We encourage all employees and other stakeholders to raise concerns. Concerns can internally be addressed to line managers or the Chief Compliance Officer. To simplify the reporting process, we have implemented an online whistleblowing system that allows both internal and external stakeholders to submit anonymous reports.
tonies is committed to promptly, independently, and objectively investigating all business conduct incidents.
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