Laura Hamod Barnes. Credit: Connected Media
Connected Media Group has been appointed to handle media planning and buying for children’s audio platform tonies across Australia and New Zealand.
The independent agency’s remit covers above-the-line and online video activity, focusing on upper and mid-funnel channels.
The appointment coincides with tonies’ expansion in the region and follows the launch of Toniebox 2, with further campaigns planned for 2026.
Connected Media will work alongside tonies’ PR, activation and events partner, the Connect Agency.
Laura Hamod Barnes, Connected Media founder and CEO, said the partnership was built on shared values.
“From our very first conversations, it was clear we shared a commitment to creativity, performance and collaboration,” Hamod Barnes said.
“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.”
Tonies senior marketing manager ANZ, Lauren Best, said the agency’s strategic approach was key to the brand’s growth in the market.
“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,” Best said.
“Our partnership is an exciting step forward as we continue to grow the tonies community and inspire imagination through screen-free play.”
Connect Agency founder and CEO Megan Rose said the collaboration added strength to the brand’s communications.
“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,” Rose said.
Launched in 2016, tonies produces screen-free audio players and interactive figurines designed to encourage imagination and independence in children.
Connected Media, a finalist in this year’s Google Excellence Awards, works with clients including Sanitarium, Canon Australia, Skinstitut, Luxaflex, Octet and Trend Micro.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.