Where Will Listening Take You?
For a long, long time, we’ve been in partnership with tonies. So when they came knocking with the launch of the shiny new Toniebox 2, we knew there was endless possibility sitting right at our doorstep. A chance to flip the script on screen time, to remind families everywhere that imagination does not need a charger, and that listening—honest-to-goodness listening—can be a superpower.
So, we did what BRAINS does best: we leaned in with heart, soul, and put the family mindset first. Out came “Where Will Listening Take You?” which is a global campaign that’s equal parts cinematic, soulful, and a little bit cheeky, all at the same time.
But before we get into that …
Let’s talk about what tonies is all about. We’re talking about a global kids’ entertainment brand on a mission to help families rediscover the magic of storytelling, music, and play, no screens required. Born in Germany and now beloved worldwide, tonies brings together iconic characters, timeless stories, and fresh new voices in a way that feels modern yet deeply nostalgic. At its core, tonies is about connection, sparking imagination, nurturing curiosity, and giving kids (and their parents) an alternative to the endless, damaging scroll. Think of it as a joyful mash-up of tech, tenderness, and timeless tales.
Then we’ve got Toniebox, the brand’s signature innovation. It’s a soft, squishy, kid-proof speaker designed for little hands and big imaginations. It’s screen-free, button-light, and endlessly intuitive: kids just pop a figurine (a Tonie) on top, and the adventure begins. Whether it’s Frozen sing-alongs, bedtime lullabies, silly stories, or mindfulness moments, the Toniebox grows with kids through every stage of early childhood. It’s a joyful companion, as well as a way to spark independence, creativity, and connection while giving families a break from screens—and giving kids a whole new world to listen their way through.
The Toniebox 2 takes everything families already love about tonies and turns it up a notch. Still robust, still squishy, still 100% tumble-proof. But, this next-gen box is designed for ages 1–9+ (and honestly, anyone who loves a good story). With rounded corners, intuitive controls, and an even softer, squeezable texture, kids can dive into listening, learning, and independent play from day one.
What’s new? A lot. Toniebox 2 introduces Tonieplay, night light, sleep timer, sunrise alarm, and a dynamic light ring that makes every storytime glow. Parents get their own superpowers too, thanks to the updated app: pause, play, or skip tracks remotely, check the battery level, set alarms, and adjust settings on the fly. The best part? Just like the original, Toniebox 2 is built on the promise of no screens and no ads.
And one of the best highlights of them all is being able to incorporate kids’ favorite characters into the experience. Because what’s a screen-free adventure without some familiar friends?
- Frozen — Imagination (sing loud, even if you’re off-key).
- Sleepy Sheep — Sweet Dreams (we’ll take two, thanks).
- Counting Fox — Independence (because “I do it myself” is a milestone).
- Playtime Puppy — First Word (grab the tissues).
- PAW Patrol: Chase — I Did It (confidence, unlocked).
- Disney Trivia — Teamwork (spoiler: kids are way better at this than adults).
We love a good character cameo, but we love even more when kids feel like they can be courageous, curious and immersed in the characters they love most.
Little moments, big magic
So flash forward to that campaign we were talking about. It’s one that plays like a highlight reel of childhood. The kind of stuff you don’t forget. Bedtime rituals where the story outshines the sleep. Morning routines that actually make you want to get out of bed (okay, maybe). Music-fueled dance parties in the kitchen. The hush of a mindfulness moment (yes, kids can actually sit still).
Each vignette says that these moments matter. They’re tiny, but they shape us. And when you drop a Toniebox 2 into the mix, those everyday moments become little portals to something bigger. Think imagination, connection, growth.
With Goh Iromoto at the helm (yep, the guy behind Apple’s Mother’s Day and Farmer’s Dog spots that make you cry in the best way), these films show families, but more importantly, make you feel like you’re a part of one.
For BRAINS, this campaign was about making something beautiful (hi, it always is for us). But really, the root of this whole thing was to double down on what we believe: that brands can lead with purpose and still pack a punch. tonies is proof. They’ve built a product that helps kids grow screen-free — and that takes guts in a world glued to devices. They’ve chosen a better path: one paved with values, not shortcuts. And we’re here for it.
As our President & CCO, Benjamin Hart, says:
“We’ve always admired tonies’ commitment to offering a kids’ product that becomes a catalyst for growth. Their unique positioning as a screen-free entertainment brand truly sets them apart. At BRAINS, we’re passionate about brands that disrupt norms while staying true to their values — and that’s tonies in a nutshell.”
Couldn’t have said it better. (Okay, maybe we just did.) At BRAINS, we believe creativity should entertain. It should spark. It should nudge. It should make parents, kids, anyone feel something real and powerful. That’s what Where Will Listening Take You? is all about. Yes, of course, we love to highlight Toniebox features and fancy partnerships. But we were always asking ourselves a deeper question throughout all of this: how can we invite families to slow down, lean in, and listen together.
When you create from this kind of place, when you lead with purpose, passion, and a little playful weirdness, the work will soon speak for itself. We hope you’ll feel that way about this one!
So, where will listening take you?
For us, it took us to a campaign full of laughter, lullabies, bad dance moves, and goosebumps. For families, it’s an invitation to imagine differently. For brands, it’s a reminder that bold, heart-led storytelling can actually shift culture. And for BRAINS? It’s proof that when we find partners like tonies—brave, values-driven, mission aligned, and a little quirky— the magic will multiply.
Read the full tonies case study HERE.
