tonies makes its first presence in Asia by entering the HK market

tonies has made its first presence in Asia by entering the Hong Kong market. It has also partnered with Jebsen Group to develop a new distribution approach for Hong Kong.

From 4 October 2022, Tonieboxes and Tonies will be available for all children in Hong Kong. The launch in Hong Kong is the first step into the Asian-Pacific market as part of a successful internationalisation strategy.

Jebsen's expertise in growing brands in Greater China and their strong network in the region will be helping the brand to enter the APAC market.

In October, the products will be sold exclusively at Toys"R"Us and J SELECT, Jebsen Group's own Hong Kong retail concept, before spreading to other retail partners throughout Hong Kong to meet the expected strong demand of the Christmas season.

Based on its success and profitability in its home market DACH where every second child owns a Toniebox, tonies started its international expansion in 2018. The products are now available in Germany, Austria and Switzerland, in the US, in the UK and Ireland, in France and now also in Hong Kong, as well as via the European Webshop in Spain, Portugal, the Netherlands, Belgium and Luxembourg.

Overall, the regional share of sales outside the DACH region increased substantially from 9% in the first half of 2021 to 25% in the first half of 2022.

Marcus Stahl, co-CEO at tonies said: "We are excited to continue our global success story in Hong Kong and to introduce a new distribution approach with Jebsen Group as trusted partner from the region. We firmly believe that tonies will be successful worldwide, which has just been confirmed by revenue growth in the US of more than 400% in the first half of this year compared to last year. Therefore, Hong Kong is a logical next step given the high density and affinity with our core markets of the US and UK."

Patric Faßbender, co-CEO at tonies said: "Our vision is that Tonieboxes become an integral part of the lives of more and more children around the world. We are really proud to bring our beloved tonies to Asia, a new and diverse cultural environment. We know that there are many tonies fans in Hong Kong already, as parents greatly appreciate our screen-free and educational approach. We are convinced that Hong Kong's children will also love our products."

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