Ad of the Day | Tonies Taps Creative Agency Brains for New Toniebox 2 Campaign

Sep. 16, 2025

To help launch the new Toniebox 2, a groundbreaking screen-free audio system that nurtures early childhood development, celebrated toy brand tonies has partnered with longtime collaborator Brains, the award-winning independent creative agency with 30+ years of mission-driven innovation. The result, “Where Will Listening Take You?” is a global campaign that spotlights a brilliant alternative in our screen-obsessed culture, presenting a series of poignant vignettes starring the brand’s key consumers: kids.

Showcasing pivotal childhood moments

Spearheaded by Brains, the vignettes beautifully capture how Toniebox 2 elevates universal childhood moments through the power of listening — from bedtime to morning routines, storytelling to music, imaginative games to mindfulness activities. The cinematic spots, directed by acclaimed filmmaker Goh Iromoto (Apple, Farmer’s Dog), bring to life the everyday magic of childhood — bedtime rituals, first words, imaginative play — reframed through the transformative power of listening.

Ginny McCormick, Chief Experience Officer at tonies said:

“At tonies, we’re dedicated to nurturing children’s imaginations and often, what they hear sparks creativity even more than what they see. Over our five-year partnership with Brains, we’ve trusted them to bring big moments like this to life. With this campaign, they’ve captured a milestone in the Toniebox journey, inspiring kids to embrace storytelling while giving families a learning toy that’s just as fun as it is educational.”

 

Screen-free growth and big brand collabs

Each spot in the campaign deftly illustrates how children develop crucial soft skills like curiosity, courage, empathy and creativity via screen-free listening with  Toniebox 2. Enhancing the product experience are integrations with kid-beloved, parent-trusted brands like Disney, PAW Patrol, Sesame Street, Ms. Rachel and NatGeo. Watch the spots here:

Benjamin Hart, President and Chief Creative Officer, Brains said:

“Our best work happens when a brand is both purposeful and disruptive. Tonies has always stood for screen-free growth and childhood magic and this campaign gave us the chance to amplify that vision globally.”

 

In addition to the films, the campaign will also include OOH elements that will be running globally, including in Paris and Times Square in New York City.