Tonies will open pre-orders on June 17 for its new ‘Bluey’ Collection, bringing the children’s series to the audio entertainment company’s screen-free platform through a partnership with BBC Studios.
The collection will be available exclusively at us.tonies.com and Target in the U.S. and includes audio figures, starter sets, interactive games and accessories featuring characters from the series. Pre-orders will also go live at tonies.com and Smyths Toys Superstores in the U.K. in August.
The partnership will roll out across the U.K., North America, DACH, France, Australia and New Zealand from June through Oct.
“At tonies, we’re listening to our audience and responding to what excites them,” says Tobias Wann, chief executive officer, tonies. “Few brands capture family connection and playful storytelling quite like Bluey. For years, families around the world have asked for Bluey on the Toniebox, and we are incredibly proud to bring this beloved world to life in a way that feels uniquely tonies. This partnership is another powerful example of why many of the world’s leading family brands trust tonies to thoughtfully extend the stories fans already love.”
“Bluey has always encouraged children to jump into play and tonies brings that spirit to life in a truly special way,” says Suzy Raia, executive vice president, global consumer products, BBC Studios. “We are especially excited by Tonieplay and how it invites families to actively take part in the stories they love. Together, we’re thoughtfully expanding the Bluey universe through immersive storytelling and play in ways that feel authentic, playful and true to the heart of the brand.”
The Bluey, Bingo and Muffin 3-Pack Bundle includes three audio figures, each containing episodes from the show. Children place the figures on a Toniebox audio player to access stories featuring the characters’ adventures. The three Classic Tonies figurines will debut in the U.K., North America, DACH, France and New Zealand.
Two Toniebox 2 sets are part of the launch. The Starter Set includes a Cloud Pink Toniebox 2 and a Bluey audio figure. The Play Set contains a Sky Blue Toniebox 2, a Bluey audio figure, the “Bluey: A Playful Day with Bluey” Tonieplay Game and a Tonieplay Controller.
The standalone Tonieplay “Bluey: All Day Play” game features interactive moments from eight episodes. Players use the controller to participate in activities from the show, including games and music segments. The exclusive Bluey Tonieplay experience was developed in-house by tonies’ studio and adapted from moments from the series.
“At tonies, we’ve spent more than a decade building expertise in how children naturally listen, imagine and play,” says Ginny McCormick, chief experience officer, tonies. “That means every experience starts ears-first and every creative choice begins with protecting what families already love about a brand. With Bluey, we’re especially excited to pair that philosophy with our original Tonieplay innovation, creating experiences that help children actively step into a world they already know by heart.”
Accessories in the collection include a Bluey-themed sleeve for the Toniebox 2 and a Listen & Go Bag designed to carry the audio player, headphones, charging station and audio figures. Themed accessories will be available across all markets.
The Toniebox 2 is designed for children ages 1 to 12 and includes bedtime features and Bluetooth headphone connectivity. The system operates without screens or advertisements.
