tonies appoints Mark McColgan as General Manager, North America to lead next phase of growth in its largest market

• Industry veteran joins from Mattel and brings over two decades of experience scaling beloved consumer brands
• Fully moving into role of tonies’ CRO, Christoph Frehsee oversees global commercial strategy and international expansion
• McColgan will focus on continuing the fast growth of tonies' largest market and main growth region; North America revenue increased by 40% in constant currency to EUR 276m in 2025
• With strong momentum and expanding retail partnerships, tonies is entering its next phase of scale in North America, growing its installed base and deepening engagement with families

LUXEMBOURG, 21 April 2026 // tonies SE (“tonies”), the globally leading interactive audio platform for children, today announced the appointment of Mark McColgan as General Manager, North America. Effective immediately, McColgan leads tonies’ largest market, overseeing operations with a focus on continuing the company’s rapid growth through retail expansion and partnerships as well as deeper consumer engagement. He will report to Christoph Frehsee, who since 2020 has built tonies’ North American business from the ground up and in July 2025 assumed the role of Chief Revenue Officer on tonies’ Management Board. In his new capacity, Frehsee is responsible for tonies’ global commercial strategy, enabling growth across all markets and driving international expansion.

Christoph Frehsee, CRO of tonies, comments: “Mark is a dynamic leader with a proven track record of creating affinity for beloved brands. As we continue to deepen our footprint in North America, Mark's expertise and deep understanding of the market will be instrumental in continuing our high-growth momentum, making the U.S. and Canada a key driver for tonies’ global growth. I look forward to working with Mark as we scale established and new partnerships in North America and realize our full potential in tonies’ most important growth market.”

McColgan brings more than two decades of leadership experience in the toy and consumer products industries. Most recently, he served as Senior Vice President and General Manager of Mattel U.S., where he led strategy, sales and commercial growth. Having started his career in the industry as a store manager and buyer, he went on to scale major consumer brands and drove profitable growth in competitive markets in positions across the U.S. and UK. With deep domestic expertise and international perspectives, McColgan contributed, among others, to the success of properties such as Mattel’s Hot Wheels, Barbie and Fisher-Price, Disney’s Cars, and Universal’s Wicked.

Mark McColgan, General Manager of tonies, North America, adds: “With its unique audio-first approach, tonies has created a category of its own, scaled it, and continues to lead and redefine it. tonies’ focus on creating moments that really matter has earned the trust and love of families around the world and inspired me to join: Tonieboxes bring together freedom for engaging play with parents’ desire for a safe space that inspires growth. Building on strong momentum, there is massive, untapped potential in North America, and I'm thrilled to be joining the team to bring the tonies’ unique experience to even more families across the region.”

Tobias Wann, CEO of tonies, says: “North America is key to our global growth strategy. We have big ambitions, and we are delighted to have Mark join us and lead the next phase of scaling this important market. With his appointment and Christoph Frehsee fully moving into his CRO role, we are elevating our leadership to pursue our ambition of becoming a truly global icon – a brand trusted by families everywhere, with an ecosystem that grows along with kids as they get older.”