Tonies SE Joins SDAX, Marking New Phase in Global Expansion

Tonies SE, the globally leading interactive audio platform for children, will join the SDAX index on the Frankfurt Stock Exchange effective December 22, 2025. This promotion recognizes the company as one of the largest and most liquid stocks listed in Frankfurt and underscores its strong growth trajectory from category creator to global market leader. The SDAX inclusion follows a significant increase in tonies' market capitalization and liquidity, marking the beginning of a new chapter in the company's history.

CEO Tobias Wann stated that the entry into the SDAX reflects the next phase in tonies' growth story, demonstrating that its business model scales sustainably and profitably. He emphasized the company's readiness to reach more families worldwide with category-defining products like the Toniebox 2, rising global demand for high-quality, screen-free entertainment, and a clear expansion and innovation roadmap. The inclusion underscores capital markets' confidence in tonies' strategy and future growth potential as the brand increasingly influences the broader toy market.

CFO Hansjörg Müller noted that as a clear global category leader, tonies possesses unique potential for growth and long-term value creation. He expressed satisfaction that the company's strong development is reflected in its capital market performance, resulting in the SDAX inclusion. The increased visibility on capital markets is expected to strengthen tonies' global profile and create new opportunities to deliver long-term value for shareholders, partners, and families.

As the original creator of the interactive audio entertainment market for children, tonies has evolved into one of Germany's fastest-growing small caps, combining continuous innovation with strong international expansion. The company has delivered sustainable, profitable topline growth exceeding 30% annually in recent years. For the first nine months of fiscal year 2025, revenue increased by 33% at constant currencies. North America has become tonies' largest market, while the highly profitable DACH region serves as a blueprint for further expansion and demonstrates the business model's earnings potential.

By joining the SDAX, tonies enters the select group of the 70 most significant companies listed in Germany following the DAX and MDAX, recognized for their market relevance. The company's platform, centered around the Toniebox 2 and Tonieplay, offers approximately 1,500 Tonies figurines, 12 Tonieplay games, and more than 3,500 digital titles via mytonies, featuring content from around 460 partners including Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, and Sony Music. Since its 2014 founding, more than 10 million Tonieboxes have been activated and over 134 million Tonies sold worldwide, with children engaging with the platform for approximately 280 minutes weekly on average.

Tonies' expansion continues globally beyond DACH, with central growth regions including North America, the United Kingdom, France, Australia, and New Zealand, with Tonieboxes now active in over 100 countries. The company employs more than 560 people and achieved €481 million in group revenue in fiscal year 2024, representing 33% year-over-year growth. This SDAX inclusion represents not just a financial milestone but validation of tonies' position at the intersection of technology, entertainment, and education, with implications for how children's media consumption evolves toward more interactive, screen-free alternatives.