International Study for Tonies
For the Christmas survey, we at Tonies partnered with Civey for the first time. I was impressed by how quickly they were able to conduct an international survey across multiple countries, as well as by the excellent guidance they provided throughout the entire process. The country-specific analyses serve as an excellent foundation for our market-driven communication and will help us generate awareness for our brand and products ahead of the important holiday shopping season.
One German company whose products are a must-have under the Christmas tree is Tonies. Most parents are familiar with the Toniebox and its accompanying figures from their children’s bedrooms. In 2023, Tonies successfully conducted a PR campaign in seven countries during the pre-Christmas season using our international market research data. We’ll show you how.
The Starting Point: Insights into the International Christmas Retail Market
Tonies SE is a German entrepreneurial success story. The two founders identified a gap in the market: a screen-free media player for children that is not only easy to use but also durable. Following a successful initial public offering in 2022 and international growth, a data-driven international PR campaign was set to launch for Christmas 2023.
Tonies’ Goal: Maximum Media Reach During the Holiday Season
Effective communication and PR rely above all on relevant data and compelling analyses of current topics. This holds true both in Germany and internationally. Tonies wanted to achieve the widest possible reach across seven countries during the pre-Christmas period and be featured in relevant media outlets.
Our Solution: International Target Audience Survey
Working with our partner Dynata, we conducted international surveys for Tonies in the U.S., the U.K., Ireland, France, Austria, Switzerland, and Germany. The target audience consisted of parents of children aged 1 to 10. They were asked about their Christmas gift-giving habits. The survey took less than a week to complete in each country and yielded fascinating insights.
The Result: Successful Data-Driven Storytelling
The data collected formed the basis for data-driven communication in the respective target markets. Our consulting team supported Tonies with the analysis and provided the foundation for compelling, data-driven storytelling.
For example, the data showed that for all parents in the seven countries, their children’s enjoyment of their Christmas gifts is the most important factor—though there are also significant regional differences. Parents in Germany and Switzerland, for instance, place particular value on creativity. In Ireland, Switzerland, and the U.S., educational value takes center stage—fathers, in particular, tend to place greater emphasis on this. The data also provided fascinating insights on the topic of price: Inflation had a major impact on gift-giving behavior in all countries, yet most respondents stated that they did not intend to change their budget for Christmas gifts for their children.
You, too, can benefit from our data
We’re here to support you with our data and offer comprehensive consulting from the start to the completion of our joint project. Contact our consulting team—we’d be happy to assist you!