Independent agency Connected Media Group has been appointed by interactive audio platform for children, tonies, to manage media planning and buying across Australia and New Zealand.
As the company continues its expansion across ANZ, Connected Media’s remit includes above-the-line media and online video, focusing on upper and mid-funnel channels.
Connected Media was appointed to work alongside tonies PR, activation and events partner, the Connect Agency, to manage the next generation product launch, Toniebox 2, with planning underway for further campaigns in 2026.
“We are excited to be working alongside the Connect Agency and with the tonies team. From our very first conversations, it was clear we shared a commitment to creativity, performance and collaboration,” said Laura Hamod Barnes, Connected Media founder and CEO.
“We’re excited for tonies to be joining the growing Connected Media portfolio, and look forward to building a lasting partnership that drives strong results and helps more kids experience the joy of storytelling in its purest form.”
Launched in 2016, tonies is a screen-free audio player designed to spark imagination and foster independence in children aged one to nine and beyond. The Toniebox, Tonies figurines, and newly launched Tonieplay Games, connect children to the wonders of immersive listening and narrative through stories, songs and play.
Following from its success in Europe, the US and the UK, Tonies launched in Australia and New Zealand in 2024, with 303 MullenLowe as its integrated agency.
“Connected Media’s strategic approach and deep understanding of the local market are helping us share our story with more families across Australia and New Zealand. Our partnership is an exciting step forward as we continue to grow the tonies community and inspire imagination through screen-free play,” added Lauren Best, senior marketing manager ANZ at tonies.
“Having Connected Media join the team strengthens our ability to reach parents in meaningful ways, bringing together smart strategy and media expertise to build awareness and connection at scale,” concluded Megan Rose, CEO and founder of Connect Agency.
Connected Media, recently named as a finalist for this year’s Google Excellence Awards, is an independent digitally-led media agency, with clients including Sanitarium, Australian Institute of Management, Canon Australia, Skinstitut, SMAI, Luxaflex, Octet and Trend Micro.
