Creative Director (all genders)

About tonies:

tonies is the world’s largest interactive audio platform for children with around 9.3 million Tonieboxes and 119 million Tonies sold. The intuitive and award-winning audio system has changed the way young children play and learn independently with its child-safe, wireless, and screen-free in 2013 by two fathers in Germany, where every second child now owns a Toniebox, the company is replicating its successful business model and expanding internationally. tonies brings the joy and magic of interactive audio entertainment and audio education to children around the world, with products available in over 28 countrieson 4 continents and more to come. Tonieboxes have already been activated in over 100 countries.

tonies offers a range of more than 1,300 Tonies figurines to be placed on top of the Toniebox and around 4,400digital titles through mytonies (library and app)– ranging from tonies Originals productions to content from around 400 licensing partners worldwide, including Disney, Warner Bros., NBC Universal, Mattel, Marvel, Paramount, Hasbro, Universal, Sony Music and many an average playtime of ~270 minutes per week it is the perfect everyday companion for little has more than 560 employees, achieved a group revenue of €481 million in the last fiscal year 2024 (+33% YoY) and is listed on the Frankfurt Stock Exchange (tonies SE).

You as part of tonies:

We’re seeking a Creative Director to define the creative vision for tonies and elevate every brand touchpoint, from digital and social to OOH, broadcast, packaging, and retail. This leader is equal parts storyteller, strategist, and maker: someone who inspires with bold ideas and ensures flawless execution. If you’re passionate about creating work that resonates with families and drives both cultural and commercial impact, we’d love to hear from you.

Your tasks and responsibilities will include:

Creative Vision & StorytellingEstablish and champion a powerful creative vision that positions tonies as a global cultural brand.Translate brand and business strategy into breakthrough creative platforms that inspire parents and delight children.Continuously push the boundaries of storytelling across digital, social, OOH, broadcast, and retail.Integrated Campaigns & ContentLead the development of insight-driven, 360° campaigns across retail, DTC, and licensing.Ensure every execution, from a TikTok short to a global OOH campaign, is creatively brilliant and commercially effective.Collaborate with product marketing, content, and licensing teams to amplify our IP and drive engagement across the ecosystem.Leadership & CollaborationBuild, lead, and inspire a diverse creative team spanning design, copywriting, video, and art direction.Mentor emerging talent and foster a culture of curiosity, collaboration, and bold creative exploration.Act as a creative partner to marketing, product, and content leadership, influencing decisions with a strong creative perspective.Creative Operations & ScaleManage a global network of agencies, contractors, and production partners to deliver consistent, world-class creative across regions.Balance vision with execution, from setting big ideas to providing hands-on direction.Build processes, tools, and workflows that enable creativity at speed and scale without compromising craft.

What we are looking for:

Location: Candidates must be based ideally in Düsseldorf (Germany), in London (UK) or the US (East Coast). 12+ years of creative leadership experience, across both agency and in-house roles. A proven portfolio of integrated campaigns across digital, social, OOH, broadcast, packaging, and retail. Deep understanding of storytelling, branding, and design with the ability to connect emotional resonance with strategic objectives. Experience leading multidisciplinary teams and managing global agency/production networks. A track record of delivering creative that captures cultural attention and drives measurable business impact. Strong knowledge of content production, tools, and workflows optimized for speed and scale. Hands-on creative instincts: able to guide teams on concept, copy, art direction, and design craft. Excellent communication and collaboration skills, with the ability to inspire, influence, and align senior stakeholders across geographies. Passion for creating meaningful, joyful brand experiences for families.

Why tonies?

Benefits vary by location; the details below apply to our Germany-based roles.
Global Teamwork: We collaborate across departmental and country borders on our vision to bring the Toniebox into every child's room in the world.Come as you are: This applies not only to the dress code but also to everything else. Because only where you truly feel comfortable can you give your best.Mobility: Choose the option that suits you best - a Deutschlandticket (public transport ticket) for unlimited mobility, a monthly contribution for an office parking space, a leasing bicycle, or a remote work subsidy.Enhanced Security: Benefit from subsidies for company pension plans, occupational pension schemes, and occupational disability insurance.Rest & Time Off: Enjoy 30 days of paid annual leave as well as three additional days off such as Rosenmontag, Christmas Eve, and New Year's Eve. After one year of employment, you can also use up to 10 "toniecation days" (unpaid leave days).Continuous Learning: Benefit from our internal and external training opportunities as well as an individual learning budget to continuously expand your knowledge.Language Learning & Relaxation: Improve your communication skills with the language learning app Babbel and find relaxation through our access to the meditation app Calm.Discounts: Benefit from attractive discounts on our entire range of tonies products.

Good to know:

As part of our principles, we are committed to supporting inclusion and diversity at tonies. We actively celebrate our colleagues’ different abilities, ethnicities, faith and gender. Everyone is welcome and supported in their development at all stages in their journey with us. 

We look forward to hearing from you!

Esther Sommerfeld
Team Lead Talent Acquisition - Central