Tonies Signals New Growth Era With Mattel Veteran at North American Helm

PALO ALTO, CA – April 21, 2026 – Interactive audio platform tonies® today announced a significant leadership transition aimed at accelerating its growth in its largest market and expanding its global footprint. The company has appointed Mark McColgan, a seasoned executive from toy giant Mattel, as the new General Manager for North America.

The move comes as Christoph Frehsee, the architect of the brand's explosive North American growth, steps fully into his global role as Chief Revenue Officer. This strategic shuffle signals a new chapter for the German-based company, leveraging seasoned industry leadership to solidify its market position while scaling its successful playbook worldwide.

A Strategic Play for North American Dominance

Effective immediately, McColgan takes the reins of a business unit that has become the engine of the company's growth. Under Frehsee's leadership since 2020, tonies' North American operations grew from the ground up into a powerhouse generating over $300 million in net revenue. In 2025 alone, the region posted a remarkable 40% year-over-year revenue increase, outpacing the company's overall average and achieving profitability for the first time in a half-year period.

McColgan's appointment is a clear move to build on this momentum. With over two decades of experience, most recently as Senior Vice President and General Manager of Mattel US, he brings a deep understanding of scaling iconic brands like Barbie, Hot Wheels, and Fisher-Price within the competitive American retail landscape. His mandate is to deepen tonies' footprint through expanded retail partnerships and enhanced consumer engagement.

"Mark is a dynamic leader with a proven track record of creating affinity for beloved brands," said Christoph Frehsee, CRO of tonies. "As we continue to deepen our footprint in North America, Mark's expertise and deep understanding of the market will be instrumental in continuing our high-growth momentum, making the U.S. and Canada a key driver for tonies' global growth."

From Regional Success to a Global Blueprint

While McColgan focuses on North America, Frehsee's promotion to the Management Board as Chief Revenue Officer signifies a broader strategic ambition. Having successfully crafted the formula for the U.S. market, he is now tasked with applying those lessons globally. His new role involves steering the company's worldwide commercial strategy, driving growth across all markets, and spearheading further international expansion.

The international stage is already a significant part of the tonies story, with international revenue accounting for 66% of the company's total in fiscal year 2025. The leadership restructuring is designed to turbocharge this effort.

"North America is key to our global growth strategy. We have big ambitions, and we are delighted to have Mark join us to lead the next phase of scaling this important market," said Tobias Wann, CEO of tonies. "With his appointment and Christoph Frehsee fully moving into his CRO role, we are elevating our leadership to pursue our ambition of becoming a truly global icon."

Riding the Screen-Free Wave

The company's rapid ascent is powered by a powerful cultural trend: parental demand for screen-free entertainment. As concerns over children's digital consumption grow, the market for low-tech, educational, and imaginative play is booming. The Toniebox—a soft, durable, screenless audio player activated by placing collectible figurines called Tonies on top—sits squarely in the center of this movement.

Its appeal lies in its simplicity and tactile nature, allowing even toddlers to operate it independently. This has resonated strongly with families, who praise the product for fostering listening skills, aiding bedtime routines, and sparking creativity. While competitors like Yoto, which uses cards instead of figurines, also vie for a share of the screen-free audio market, tonies has carved out a powerful niche with its collectible, toy-like characters and focus on younger children.

"With its unique audio-first approach, tonies has created a category of its own, scaled it, and continues to lead and redefine it," McColgan commented on his appointment. "Building on strong momentum, there is massive, untapped potential in North America, and I'm thrilled to be joining the team to bring the tonies' unique experience to even more families across the country."

The Financial Foundation for Ambition

This strategic leadership shift is built on a foundation of robust financial health. The company reported impressive results for fiscal year 2025, with group revenue hitting USD 756 million (EUR 630 million), a 31% year-over-year increase. Its adjusted EBITDA margin also expanded, surpassing guidance and signaling a turn towards greater operational efficiency.

Investors have taken notice. The company's stock (tonies SE) delivered a 76.6% return over the past year, reflecting market confidence in its growth trajectory. With a strong balance sheet holding more cash than debt and a positive outlook for 2026—projecting over 20% group revenue growth—the company is well-capitalized to fund its expansion plans.

The successful launch of its second-generation Toniebox 2 and a portfolio of over 1,500 Tonies figurines, featuring content from partners like Disney, Universal, and Mattel, continue to fuel consumer demand. With a fortified leadership team and a clear market tailwind, the company is now focused on transforming its regional success into a global legacy.