Connected Media Group has been appointed by tonies to oversee media planning and buying across Australia and New Zealand. The agency’s remit includes above-the-line media and online video, with a focus on upper and mid-funnel channels.
Connected Media will collaborate with tonies’ existing PR, activation, and events partner, the Connect Agency, as part of the launch strategy for the new Toniebox 2. Planning is also underway for additional campaigns slated for 2026.
tonies, an interactive audio platform for children, was launched in 2016. The company offers a range of products including the Toniebox, Tonies figurines, and Tonieplay Games.
Connected Media is an independent, digitally-led media agency, which was recently named as a finalist for the Google Excellence Awards. The agency’s client roster includes brands such as Sanitarium, Australian Institute of Management, Canon Australia, Skinstitut, SMAI, Luxaflex, Octet, and Trend Micro. Founded in 2012 by Laura and Josh Barnes, Connected Media operates with a team of 20.
Laura Hamod Barnes, founder and CEO of Connected Media, expressed enthusiasm for the new partnership: “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. 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.”
Lauren Best, senior marketing manager ANZ at tonies, highlighted the strategic benefits of the collaboration: “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.”
Megan Rose, CEO and founder of Connect Agency, noted the enhanced capabilities brought by Connected Media: “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.”
