Tonies is a screen-free audio player for kids that was already a phenomenon in Europe when they came to BRAINS to launch in the US. I led the design of the launch site and stayed on through a major brand refresh — a rare chance to work with a product from market entry through maturity. The challenge was translating a beloved international brand into something that felt familiar to American parents without losing what made it special.

What started with around 20 products has grown into a tremendous powerhouse with dedicated aisles in Target.

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