An important milestone in the brand’s history, the collaboration with Disney was Tonies’ first global advertising campaign for all markets.
Tony and Disney have teamed up for the holiday season with a joint promotional video. Together, they produced an adorable Tony ad as a follow-up to Disney’s global “From Our Family to Yours” campaign to showcase the magic and joy of playing with your favorite Disney characters as Tony.
Shelly Sundag, Head of Global Brands at Tonies, commented: “This is a special moment for us and a milestone in our brand history. We are very proud to be one of the select brands working closely with Disney to tell this story, which is also our first global ad campaign across all of our markets. Toniebox, along with Disney Tonies, will make the perfect gift this holiday season.”
In early November, Disney unveiled the 2022 holiday ad “The Gift” in the final chapter of the “From Our Family to Yours” campaign, with a touching story that celebrates family bonds and togetherness, holiday traditions and new memories. Toniebox and Mickey Mouse-inspired Tony are featured in the full campaign.
Disney and Tony released a separate animated short film dedicated to Tony for the From Our Family To Yours: Ella’s Sister Performance campaign. The ad features Toniebox and favorite Disney action figures from Frozen, Moana and The Lion King.
Tony Youngman, Director of Licensing for EMEA at Disney, said: “We have a longstanding relationship with Tonies that enables millions of kids around the world to play with their favorite Disney characters in new ways. The special ad perfectly illustrates this magic and joy.”
The ad will run in all Tonies markets until early January. It will be promoted through Disney-owned channels (YouTube, Facebook, Instagram) as well as Tonies digital channels (Facebook, Instagram, LinkedIn, Disney license landing page). In addition, special POS-terminals will be placed on the screens of the stores of the largest German retailer Media Markt, and television broadcasting in the United States will be coordinated.
Since the launch of From Our Family To Yours in 2020, Disney will provide over $4 million in support to its longtime philanthropic partner Make-A-Wish International and its network of affiliates around the world.
The ad can be viewed below: