Company that brought Porsche and Blue Girl to Hong Kong launches Toniebox, aims at multibillion-dollar China toy market
- Jebsen Group is introducing the successful audio toy for kids in Hong Kong, with an eye towards offering it in the mainland market eventually
- The company sees strong demand for premium brands and products in Greater China and has invested in e-commerce capabilities to tap it
The company is selling German company Boxine’s Toniebox – a fabric-covered speaker that plays audio content when kids insert figurines of fictional characters, which are sold separately – in Hong Kong and eventually plans to offer it in mainland China. The toy is already available in Europe, the UK and the US.
“We saw the success of [Toniebox] in other parts of the world and believed it offers a special value to the parents and kids here in Hong Kong,” said Alfons Mensdorff-Pouilly, CEO of Jebsen Group.
Jebsen Capital, the investment team and in-house asset manager of Jebsen Group, which manages US$1.5 billion in assets, invested in Boxine in 2020 and now holds a minority stake.
The company plans to test the waters in the Hong Kong market before refining a plan to bring the product to the mainland on a yet-to-be-finalised timeline.
