June 5, 2020 | Our Businesses

Jebsen Capital Invests in Innovative German Toy Company Boxine

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In April 2020, Jebsen Capital completed an investment in Boxine GmbH (https://tonies.com/), the company behind the popular children’s audio entertainment device Toniebox.

This investment originated from Jebsen Capital and Jebsen Consumer’s cooperation in identifying brands that have potential in the Greater China market. The two Business Lines jointly assessed the children’s audio entertainment market and believe Boxine is a good fit for Jebsen Capital’s investment portfolio given Jebsen Consumer’s outstanding track record in consumer electronics. Boxine shareholders likewise appreciate Jebsen Group’s ability to combine consumer distribution capabilities, market understanding, and investment competencies.

Boxine was founded in 2013 by entrepreneurs Patric Faßbender and Marcus Stahl in Duesseldorf (Germany). The company develops the Toniebox, an audio system for children, comprising of a smart-speaker box and figurines. The founders developed Toniebox as a modern and screen-free alternative to CDs, smartphones and computers for kids to listen to high-quality content such as audio books and music.

Content is stored on the figurines – the Tonies – which are all handmade. Once a Tonie is placed on the Toniebox, the device instantly starts playing a story or music related to the figurine. Today, there are more than 200 figurines available, including Disney’s Lion King, the Jungle Book, Frozen, the Little Mermaid as well as classics including Pinocchio and the Little Prince.

Since 2016, more than 10.5 million Tonies have been sold in Germany and the United Kingdom, making the Toniebox one of the most successful toy releases in recent history. The company is currently entering the US, with Greater China being a potential key market in the future.

The investment in this leading consumer brand gives the Jebsen Group the opportunity to remain an innovating frontrunner in the consumer electronics segment. Consumer goods investments are a core focus of Jebsen Capital, as they align with the Group’s extensive operational competencies in retail, marketing & sales.  Jebsen Consumer aims to build customer life journeys with their products. In the future, both Business Lines will continue to leverage each other’s strengths to capture growth opportunities.