Full description
About tonies:
tonies is the world’s leading interactive audio platform for children, with over 12 million Tonieboxes and 165 million Tonies sold globally. Our intuitive, screen-free system empowers children to learn and play independently in a safe and engaging way.
With a presence in over 100 countries and a diverse portfolio of ~1,500 Tonies across multiple languages, we continue to redefine how children experience storytelling and learning. Since our IPO in 2021, our global team of 630+ colleagues is united by a shared mission: shaping the future of play, learning, and imagination.
You as part of tonies:
We're looking for an experienced Graphic/Visual Designer to own the design output of the tonies Accessories portfolio. Reporting to the Director of Accessories, you'll be responsible for CMF direction across all categories, 2D asset creation, product renders, licensor approval submissions, and Style Guide stewardship. You'll work within a structured product development process (PDP), holding the Responsible role across various design tasks — from initial ideation through to golden sample approval.
This is a role for someone who thinks in finished products that excite our target audiences, not just finished files. You understand that what you're designing will be held by a child, sitting on a shelf in a retailer in Germany, the US, or the UK, next to one of the most loved children's brands in the world. That context matters to you.
This role may NOT be a great fit if:
• Your background is primarily in UI/UX, Web, or Digital Product Design.
• Your experience is strictly in Hardlines or Industrial Hardware Design (e.g., plastic toys, consumer electronics, or pure hardware).
• You have no experience designing physical products aimed at kids, families, or youth lifestyle audiences.
• Your focus has been on managing external creative agencies or vendor design teams, rather than personally creating hands-on 2D production-ready artwork.
Your tasks and responsibilities will include:
Design ownership across the full PDP
• Direct CMF (Color, Material, Finish) for all accessories categories — Headphones, Nightlights, Bags, Shelves, Decoration, and more.
• Build design briefs for ODM/OEM manufacturing partners and own the construction sample process
• Lead first sample and golden sample approvals against brand and CMF standards
• Manage Top of Production (TOP) sample reviews and sign-off
• Commission 3D packaging renders from supply partners and review against brand
Licensor management
• Own the end-to-end licensor design submission process for all IP partnerships
• Maintain the licensor submission tracker and ensure approvals stay on schedule
• Build fluency with individual licensor style guides and maintain their application across the range
Brand stewardship
• Own and maintain the Accessories Style Guides — the definitive brand reference for all categories
• Ensure visual coherence across all accessories SKUs (across our entry, mid and premium tiers) in the annual pipeline with a distinctive connection with the broader tonies product ecosystem
• Maintain and organise shared drive documentation (samples, approvals, asset files, product catalogue)
• Work closely with external agencies and the brand creative teams to ensure alignment and brand integrity
Cross-functional collaboration
• Present design routes and options to Senior Product Managers who set commercial direction
• Work in lockstep with the Senior Operations Lead on sample logistics, scheduling, and PDP coordination
• Translate commercial briefs into executable design direction for manufacturing partners including our preferred outsourced operations partner.
What we are looking for:
• 5–7 years of product design, graphic/visual design or packaging design experience in consumer goods, accessories, lifestyle, or licensed products essential
• Proven CMF direction experience across multiple product categories
• Hands-on experience managing licensor approval loops with brand partners (entertainment, character, lifestyle IP)
• Experience working with ODM/OEM supply chains — you know what a design brief needs to include for a manufacturer to execute it
• Familiarity with a structured product development process (stage-gate, RACI-based, or similar)
• Advanced Adobe Creative Suite proficiency (Illustrator, Photoshop) including production-ready artwork
• Strong understanding of material and print processes — what a spec sheet needs to say, and why
• English at a professional level; German is a strong plus
• You must be able to work hybrid from one of our offices: Dusseldorf, Berlin, Schwäbisch Gmünd or London.
Nice to have:
• 3D rendering capability (Keyshot, Rhino, or similar)
• Experience designing within licensed brand style guides (entertainment IP, or similar)
• Background in apparel, fashion & home accessories, or soft goods design (toys & consumer electronics is a plus)
• Understanding of sustainable packaging and materials principles
• Portfolio that demonstrates physical product development, not just graphic design
Why tonies?
● Global Teamwork: We collaborate across departmental and country borders. You’ll be part of a truly international community where every voice is heard.
● Come as you are: This applies to the dress code and everything else. We believe you give your best when you feel truly comfortable being yourself.
● Competitive Package: We offer a competitive salary and a range of comprehensive benefits tailored to your specific location, which we’ll share during the recruiting process.
● Collaboration & Community: We’re big on "we." You’ll join a team that values connection and celebrates wins together, no matter the time zone.
● Continuous Learning: Benefit from internal/external training and an individual learning budget to keep your skills as sharp as a Tonie’s ears.
● Tonie Discounts: Enjoy attractive discounts on our entire range of products. You’ll quickly become the favorite guest at every birthday party!
● Rest & Recharge: Great work requires a clear head. You’ll enjoy generous paid time off to ensure you have plenty of time for your own stories.
Good to know:
Please submit your application documents in English.
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!
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