According to the company, the toy manufacturer Tonies recorded an “extraordinarily high” demand and achieved total sales of around EUR 2021 million in the past 185 financial year. In 2020 it was 135 million euros.

In addition to a continued very strong business development in DACH, the growth came in particular from a very successful internationalization. Around 19 percent of total sales were generated internationally.

All markets developed above plan. Especially in the USA, the large selection of Tonies Audio figures won over US customers in record time. In the first full financial year, extraordinarily high sales of EUR 20m were generated in the USA, while sales in the rest of Europe (especially France and the UK) reached EUR 15m.

No loss of production thanks to “second source”

Despite the Covid-related volatile situation on the procurement markets (limited
availability of raw materials and logistics services), thanks to its "Second Source" strategy, tonies has succeeded in significantly increasing sales in 2021 by 37 percent compared to the previous year without loss of production and at the same time increasing production output.

According to the company, the adj. EBITDA margin will be in the negative mid to high single-digit range due to the challenges in the procurement market and in logistics. The corona pandemic continues to lead to forecast uncertainties. It is difficult to predict whether and how the current and future developments will affect the individual regions.

“The growth of tonies SE accelerated again in the 2021 financial year. We have grown significantly above plan and above the previous year's growth. We are still pleased about the extraordinarily high demand for Tonieboxes and Tonies audio figures in all markets. Our internationalization is proceeding with a strong momentum and continues to pick up momentum. We are particularly pleased with the development in the USA, where we only started in September 2020 during the corona pandemic and are already seeing stronger business development compared to the start in the DACH region at the time," says Co-CEO Marcus Stahl and explains: " Like all other market participants, we are feeling tensions in the raw materials and logistics markets due to the consequences of the corona pandemic, but at the same time, thanks to our successful "Second Source" strategy, we were able to guarantee the availability of the products for the whole of 2021 and even the exceptionally strong demand operate in the 4th quarter. We look to 2022 with confidence.”

"Our range of Tonieboxes with a large selection of Tonies Audio figures convinces customers in all markets. The fact that we have constantly expanded our portfolio with licenses for well-known brands such as Sesame Street, Pippi Longstocking, Paw Patrol and our tonies Originals series has made a significant contribution to this. Our customers can also look forward to great highlights in 2022,” adds Patric Faßbender, Co-CEO.

tonies confirms the planned strong growth to EUR 2022 million for the 250 financial year.
Sales for the entire group and EUR 52 million for the USA and assumes a slight
improved Adj. EBITDA margin compared to the previous year, subject to the further development of the global consumer climate and the procurement markets.

The final figures will be published together with the tonies SE annual report on April 28, 2022.


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Last updated on 4.08.2022/XNUMX/XNUMX / Affiliate Links / Images from the Amazon Product Advertising API. * = Affiliate links. Images from Amazon PA API