tonies partnered with us to launch their latest musical IP, Lalalinos, a new tonies original brand. Known for their screen-free storytelling for kids, tonies wanted a global campaign that would introduce the Lalalinos to young music fans. Our brief was to conduct research and develop campaign messaging that would resonate across key international markets. Drawing on our deep understanding of modern parents, and how they choose the brands their children will love, we created a campaign launch toolkit that hit all the right notes.
tonies needed to launch a brand new musical IP that could stand out in a crowded kids’ market and connect with families around the world. They wanted help defining why parents should choose the Lalalinos for their children, and crafting campaign messaging that would resonate across international markets. Alongside this, they needed a content strategy and campaign plan that would stretch from summer 2025 through to early 2026.
tonies needed to launch a brand new musical IP that could stand out in a crowded kids’ market and connect with families around the world. They wanted help defining why parents should choose the Lalalinos for their children, and crafting campaign messaging that would resonate across international markets. Alongside this, they needed a content strategy and campaign plan that would stretch from summer 2025 through to early 2026.
Building on previous Lalalinos research, we developed a campaign concept rooted in clear, compelling messaging for parents. Our goal was to inspire families to choose Lalalinos for their Toniebox by spotlighting the brand's musical energy, loveable characters and the joyful music adventures.
We conducted quantitative research, surveying X amount of participants, to test varations of our campaign compes to see which resonated with international markets.
Building on previous Lalalinos research, we developed a campaign concept rooted in clear, compelling messaging for parents. Our goal was to inspire families to choose Lalalinos for their Toniebox by spotlighting the brand's musical energy, loveable characters and the joyful music adventures.
We conducted quantitative research, surveying X amount of participants, to test varations of our campaign compes to see which resonated with international markets.
We created a campaign toolkit featuring an insight-led, research-backed strategy designed to connect with kids and their parents in meaningful ways. With over 90-ready-to-go assets, it gave international teams everything they needed to launch the Lalalinos with impact.
Our work gave tonies a clear, insight-driven direction for launching Lalalinos globally. The toolkit equipped international teams with over 90 campaign-ready assets and a flexible messaging framework, ensuring consistency across markets while allowing local teams to tailor content. We also delivered a content strategy designed to maximise the use of assets from summer 2025 through to early 2026, helping tonies keep momentum and engagement high over time. We helped position Lalalinos as a must-have musical stories brand — ready to strike a chord with parents and get kids moving to their new favourite band.
Our work gave tonies a clear, insight-driven direction for launching Lalalinos globally. The toolkit equipped international teams with over 90 campaign-ready assets and a flexible messaging framework, ensuring consistency across markets while allowing local teams to tailor content. We also delivered a content strategy designed to maximise the use of assets from summer 2025 through to early 2026, helping tonies keep momentum and engagement high over time. We helped position Lalalinos as a must-have musical stories brand — ready to strike a chord with parents and get kids moving to their new favourite band.
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