Tonies, Chief Financial Officer
Company background
Tonies is the world’s leading interactive audio platform for children, combining hardware, content and a scalable digital ecosystem to deliver a screen-free entertainment experience. Founded less than a decade ago, the business has grown rapidly to operate in over 100 countries, with strong margins and positive cash flow. Its asset-light, tech-enabled model and highly engaged customer base have underpinned a powerful growth trajectory following its 2021 IPO, positioning tonies as a category-defining global brand at the intersection of toys, content and technology.
The approach
The Up Group was appointed to lead a confidential search for a world-class CFO to partner with the CEO and Board in scaling the business through its next phase of international expansion. The mandate required a highly commercial finance leader with experience in high-growth, tech-enabled consumer businesses, capable of operating across public markets, driving investor confidence, and building a best-in-class finance function.
The search combined deep market mapping internationally with a targeted, insight-led approach, balancing the need for digital and multi-market experience in a listed environment with cultural alignment with an entrepreneurial and high-growth business.
The impact
The process resulted in the appointment of Hansjoerg Mueller, a seasoned CFO with experience in scaling international, consumer-focused businesses and operating in complex, high-growth environments. His combination of strategic, operational and capital markets expertise positioned him to strengthen tonies’ financial infrastructure, support its global growth ambitions and enhance engagement with investors.
The appointment equips tonies with the leadership required to accelerate value creation and execute on its ambition to become a €1bn+ revenue business.
