Signal North America became tonies' largest market at about half of revenue in 2025

Summary

In an interview included in McKinsey's report, tonies CEO Tobias Wann says North America became the company's largest market in 2025. The region accounted for roughly half of total revenue that year. Wann contrasts penetration levels, saying Tonieboxes reach about half of households in the German target group but only around 10 percent in the United States. He sees this gap as leaving plenty of room for growth. He also argues that competitors relying solely on Chinese production will likely need to raise prices more sharply under tariffs, improving the relative position of tonies. The case illustrates how supply chain choices can turn a tariff shock into a chance to expand in a key market.