Connected Media Group has been appointed by tonies, the world’s leading interactive audio platform for children, to handle media planning and buying across Australia and New Zealand. Working alongside Connect Agency, the partnership will launch Toniebox 2 and future campaigns, expanding tonies’ screen-free storytelling presence in the ANZ market.
Award-winning independent agency Connected Media Group has been appointed by tonies, the world’s largest interactive audio platform for children, to handle its media planning and buying across Australia and New Zealand (ANZ). The appointment marks a key milestone in tonies’ expansion in the region and further strengthens Connected Media’s growing portfolio of global brands.
As part of its remit, Connected Media will manage above-the-line (ATL) media and online video campaigns, with a strong focus on upper and mid-funnel channels to drive awareness and engagement. The collaboration will kick off with the launch of Toniebox 2, the next-generation version of the brand’s flagship screen-free audio player. Planning is already underway for further integrated campaigns slated for 2026.
Connected Media will work in close partnership with Connect Agency, tonies’ PR, activation, and events partner, to create cohesive communication strategies that blend creativity, storytelling, and performance-driven results.
Speaking on the partnership, Laura Hamod Barnes, Founder and CEO of Connected Media Group, said, “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. We’re thrilled for tonies to be joining the 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.”
Expanding the Tonies Universe
Launched in 2016, tonies has rapidly grown into a global phenomenon in children’s entertainment, known for its innovative, screen-free audio player that encourages imagination, learning, and independence in children aged one to nine and beyond. The Toniebox, accompanied by Tonies figurines and the newly introduced Tonieplay Games, allows kids to explore stories, songs, and interactive play in a tactile, creative way.
The brand has seen exceptional growth in Europe and North America and is now deepening its footprint in the ANZ market — a region where parents are increasingly seeking educational, tech-light play options for young children.
A Strategic Partnership for Growth
For Tonies, the appointment of Connected Media reflects a clear intent to strengthen its brand presence and connect emotionally with families across Australia and New Zealand.
Lauren Best, Senior Marketing Manager ANZ at tonies, commented,
“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. Our partnership is an exciting step forward as we continue to grow the tonies community and inspire imagination through screen-free play.”
The integrated effort between Connected Media and Connect Agency will combine creative storytelling, digital strategy, and audience insights to position tonies as the go-to brand for screen-free entertainment. The collaboration is expected to leverage media innovation and cross-channel engagement to reach parents where they live, work, and play.
Megan Rose, CEO and Founder of Connect Agency, added,
“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.”
Connected Media’s Growing Reputation
Connected Media’s appointment further reinforces its reputation as one of ANZ’s most dynamic independent agencies. Recently named a finalist in the 2025 Google Excellence Awards, the agency continues to expand its influence in digital media, performance marketing, and strategic brand communication.
Its client roster already includes leading names such as Sanitarium, Australian Institute of Management, Canon Australia, Skinstitut, SMAI, Luxaflex, Octet, and Trend Micro — a reflection of its versatile expertise across diverse industries.
By partnering with tonies, Connected Media adds a unique and emotionally resonant brand to its portfolio — one that aligns with its vision of connecting audiences through creativity and meaningful storytelling.
Inspiring the Next Generation of Listeners
The Toniebox 2 campaign, which will be rolled out in the coming months, aims to introduce more families to tonies’ immersive world of stories and songs. Designed to blend learning with fun, the product encourages children to use their imagination, interact with narrative, and enjoy entertainment without screens.
The partnership’s focus on upper and mid-funnel media ensures tonies’ brand message reaches a broad audience of parents and caregivers, reinforcing its commitment to nurturing young minds through innovative, wholesome, and screen-free experiences.
With a shared belief in creativity, collaboration, and results, the Connected Media–tonies partnership marks a new chapter in how brands connect with families in the digital age — through storytelling that moves beyond the screen and straight into the hearts of children.
In the words of Connected Media’s Laura Hamod Barnes, “Moving forward with tonies isn’t just about media strategy — it’s about helping shape a generation that discovers the world through imagination and sound.”
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