Children's audio storytelling brand, Tonies, has launched its first integrated marketing campaign in Australia and New Zealand. Created in partnership with 303 MullenLowe, the campaign encompasses a range of strategies including social media, PR, content strategy and execution, production, events, and influencer outreach and engagement.

The launch event, co-produced with Bluemouth Interactive, took place at Melbourne's Museum of Play and Art (MoPA). A collaboration with Australian dancer and filmmaker Emma Watkins was revealed at the event.

Earlier this year, 303 MullenLowe was appointed as the trans-Tasman integrated agency of record for Tonies.

"The entire 303 MullenLowe team was inspired to join the tonies mission and make a positive impact on the lives of children and families through screen- free play," said 303 MullenLowe Sydney CEO, Joanna Gray. "We're thrilled to now go live with the launch program that's been months in the making, to ensure the tonies brand has maximum impact into both the Australian and New Zealand markets. It has been an exciting process to harness the power of influencers to reach new fans across both countries particularly given tonies' customer base favours word of mouth endorsements over overtly branded messages. It is clear that Australia and New Zealand are hungry for innovative and educational toys."

The launch program has been in development for several months, with 303 MullenLowe conducting audience research and persona development to understand the target Australian parents' demographics, attitudes, lifestyle, behaviours and purchase drivers. In New Zealand, the agency developed brand positioning and messaging, including localised brand and content pillars plus creative guidelines.

Tonies products are now available in 300 stores across Australia and New Zealand. The launch activities also included distribution of review units, native advertising and other strategic media placements.

"It's a great example of our agency creating unfair advantage for a brand that's passionate about pushing boundaries, embracing innovation, and creating even more opportunities for Australian and Kiwi kids to discover imagination," added Gray.

Since its launch in 2016, Tonies has seen success in various global markets including Europe, US and UK. More than 7.3 million Tonie boxes and over 90 million Tonies have been sold globally, indicating a strong appetite for innovative and educational toys.