Listening Grows All Kinds of Kids

Today, tonies®, the world's largest interactive audio platform for children, unveils 'Listening Grows All Kinds of Kids', its biggest campaign of the year in the UK, under its global brand platform 'Where Will Listening Take You?'
Spanning TV/VOD, social, OOH, retail and digital, the 360 campaign is rooted in a truth that every parent already knows; that each child develops differently, discovering their own interests and personality.
As parental concern over screen time continues to grow, 'Listening Grows All Kinds of Kids' celebrates the power of listening, to give children the freedom to follow their interests and become more themselves.
tonies' global brand platform 'Where Will Listening Take You?' launched in 2025. Last year's campaign asked where listening could take a child; this year's celebrates all the different and wonderful ways tonies helps kids grow.
Amy Hyman, Global Senior Brand Manager, tonies said: "Every child grows differently, and part of the joy of parenting is discovering who they're becoming. We believe in the power of listening to give kids the freedom to follow their interests and grow in their own way – while giving parents another way to nurture the individual child in front of them."
That independence is built into the Toniebox - tonies' screen-free audio player, designed to be simple enough for kids as young as one to use on their own. Kids choose a Tonie, place it on the box and decide what they want to listen to.
With hundreds of Tonies spanning stories, music, learning and play, including characters from Bluey, Frozen and Pokémon; there's something for every kind of interest. Across the campaign, that breadth comes to life through 'little learners', 'brave explorers', 'sweet dreamers', 'curious minds', 'big imaginations' and more.
Inspired by unscripted moments from kids across social media, Birthday cast each child for their distinct personality, giving them the space to bring their own energy to camera. Across film and out-of-home executions, each kid lives in their own world, shot from dynamic angles that put the viewer inside the action from the product's point of view. The one constant is the Toniebox 2 itself, moving from kid to kid belonging to whoever's holding it. Just as every kid is different, so is what they gain from their tonies experience.
The campaign runs across an extensive out-of-home and broadcast buy from 21st September. On the London Underground, it takes in 41 cross-track 48-sheets and 6,600 tube car panels at stations including Kings Cross, Victoria, Waterloo, Liverpool Street, Bank and Canary Wharf, alongside digital escalator panels at sites such as Oxford Circus and Victoria.
National rail will carry a further 6,000 train car panels across GWR, Thameslink, Southern, Southeastern, South Western, Greater Anglia, Chiltern and c2c services, while 1,600+ digital 6-sheets run London-wide and into Surrey, Kent, Sussex, Hampshire, Berkshire, Oxfordshire and Essex through to 1st November.
The campaign also takes over 29 large-format roadside digital screens across North, East, South and West London and Kingston. On screen, 30-second spots run across Disney+, Netflix, Channel 4, Sky and ITVX.
Nicole Pinochet, Global Managing Director, Birthday, said: "Kids know what they're drawn to. We wanted to give them the space to follow that – to have fun, be themselves and take the lead. Those were always the best moments, and they're the ones we chased throughout the whole shoot. It felt very true to tonies: giving kids the independence to choose what interests them and see where it takes them."
The campaign lands as tonies marks a decade since the first Toniebox launched in 2016. Since then, the company has sold more than 12.6 million Tonieboxes and 173 million Tonies worldwide.
Created by Birthday, tonies' global creative agency, directed by Femke Huurdeman, with production by Supercontinent, and photographed by Dave Kennedy, 'Listening Grows All Kinds of Kids' launches in the UK, with the US, Canada, Ireland, France, DACH, Australia and New Zealand to follow.