tonies SE unveils Toniebox Lite

Tonies SE announced the launch of Toniebox Lite, a smaller and lighter version of its flagship TB2, priced at $79.99 (bundled with one Tonie), roughly half the price of TB2 ($149.99). The device launches first in North America, with pre-orders via tonies.com and walmart.com, in-store availability at Walmart from August 22, and further North American channels through September and October. The UK, Republic of Ireland, Australia, and New Zealand will follow in fall 2026, while DACH and France launches are expected in 2027 at the earliest. The Lite deliberately lacks TB2's key differentiators (e.g., Tonieplay gaming and light ring), positioning it as complementary rather than substitutive, targeting existing households buying a second box and price-sensitive first-time buyers. The lower hardware price is expected to be compensated by high-margin figurine sales. The launch coincides with blockbuster content launches (Pokemon, Bluey) and the Christmas quarter, making the FY26 guidance (group sales >20% yoy cc, NA sales >30% yoy cc) increasingly conservative according to NuWays AG. NuWays AG maintains a BUY rating with an unchanged EUR 18.50 target price.