Connected Media Group Secures Media Planning Role for Tonies in ANZ Regions
Connected Media Group has been appointed to handle media planning and buying for tonies across Australia and New Zealand. This collaboration will focus on above-the-line media and online video, targeting upper and mid-funnel channels.
Collaboration with Connect Agency
Connected Media will work closely with the Connect Agency, which is tonies’ current partner for PR, activation, and events. This partnership is part of the launch strategy for the new Toniebox 2. Future campaigns are also in the planning stages, scheduled for 2026.
About Tonies
Founded in 2016, tonies is an interactive audio platform aimed at children. The company offers a variety of products, including:
- Toniebox
- Tonies figurines
- Tonieplay Games
About Connected Media Group
Connected Media is an independent, digitally-led media agency. Recently, it was recognized as a finalist for the Google Excellence Awards. The agency’s notable clients include:
- Sanitarium
- Australian Institute of Management
- Canon Australia
- Skinstitut
- SMAI
- Luxaflex
- Octet
- Trend Micro
Founders and Team
Connected Media was established in 2012 by Laura and Josh Barnes. The agency currently employs a team of 20 professionals. CEO Laura Hamod Barnes expressed excitement about the new partnership, emphasizing their shared commitment to creativity and collaboration.
Strategic Benefits of the Partnership
Lauren Best, senior marketing manager ANZ at tonies, pointed out the strategic advantages this collaboration brings. She noted that Connected Media’s understanding of the local market is vital for expanding their reach to families across Australia and New Zealand.
Enhanced Capabilities
Megan Rose, CEO of Connect Agency, commented on the partnership’s impact. She highlighted that the addition of Connected Media enhances their ability to effectively communicate with parents, combining strategy and media expertise to build awareness on a larger scale.
