tonies
Discover screen-free
imagination.
ROLE
Lead strategist for social and influencer partnerships
Community manager during US launch in 2020
SKILLS
Channel Strategy, including social, celebrity and creator
Campaign ideation
Brand Narrative
Competitor Insights
US Launch Campaign
THE CHALLENGE
To introduce tonies to new US audiences, we launched an immersive web experience, an omni-channel paid media strategy, and a robust social and influencer plan to build a thriving community.
By 2021, we successfully launched in retail stores across 48 U.S. states and over 340 locations, including an Amazon and Target presence.
2023 Discover Imagination CampaignKEY INSIGHT
The Toniebox brings families together through story.
Social & Creator Launch
THE APPROACH
Build a "sneak peek" team of family influencers located across the US to support the tonies® US launch in September and Q4 2020.
Social Content
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Childhood is infinitely more wondrous without screens.
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Real Simple 2020 Holiday Gift Guide
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Fast Co's Most Innovative Companies 2021
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Aladdin "Treasure Hunt" Release
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Did you find the clue yet?
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Awards & Recognitions
Achieved $150mm in US revenue
2020–2023
The World's Most Innovative Companies 2021
Fast Company
2021
Introducing tonies®,
The Revolutionary Children's Audio Player And European Toy Sensation Making Its U.S. Debut September 2020
2020
