Tonies collaborates with Disney on new advert

Published on: 25th November 2022

Hailed as a milestone in the brand’s history, the collaboration with Disney is Tonies’ first-ever global campaign commercial for all its markets.

Tonies and Disney have teamed up for the festive season with a joint commercial. Together, they have produced a delightful advert dedicated to Tonies as an extension of Disney’s global From Our Family To Yours campaign to showcase the magic and joy when playing with favourite Disney characters as Tonies.

Shelly Sundag, head of Global Brand at Tonies, commented: “This is a special moment for us and a milestone in our brand history. We are so proud to be one of a select group of brands working closely together with Disney to tell this story which is also our first-ever global campaign commercial for all our markets. A Toniebox along with Disney Tonies makes a perfect gift this festive season.”

In early November, Disney unveiled its 2022 holiday ad, The Gift, in the final chapter of the From Our Family To Yours campaign, with a heart-warming story that celebrates family bonds and togetherness, festive traditions and creating new memories. The Toniebox and Mickey Mouse inspired Tonie are both featured in the full campaign.

Disney and Tonies have now released a stand-alone animated short, dedicated to Tonies for the From Our Family To Yours campaign: Ella’s Sister Performance. The advert focuses on the Toniebox and favourite Disney figurines from movies Frozen, Moana and The Lion King.

Tony Youngman, Licensing director EMEA at Disney, said: “We have a long-standing relationship with Tonies which enables millions of children worldwide to experience and play with their favourite Disney characters in new ways. The dedicated commercial perfectly illustrates this magic and joy.”

The advert will air across all Tonies markets until early January. It will be promoted via Disney owned channels (YouTube, Facebook, Instagram), as well as on Tonies digital channels (Facebook, Instagram, LinkedIn, Disney licence landing page). In addition, there will be a special POS placement on Germany’s major retailer Media Markt’s in-store screens, and TV broadcasting in the US has been agreed.

Since the launch of From Our Family To Yours in 2020, Disney will have committed support worth more than $4m to its long-standing charity partner, Make-A-Wish International and its network of affiliates around the world.

The advert can be viewed below:


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Tonies collaborates with Disney on new advert