Düsseldorf, Nordrhein-Westfalen, Germany, February 2026 — tonies® has appointed Bonnie Samuels as Chief Human Resources Officer (CHRO). In her new role, Bonnie will lead the company’s global people strategy, strengthening leadership capability, culture, and organizational effectiveness as tonies® continues to scale its impact as the world’s largest interactive audio platform for children.
With deep experience across global people leadership roles in high-growth, digital-first organizations, her appointment reflects tonies®’ commitment to building a strong, future-ready workforce while expanding its presence worldwide.
At tonies®, Bonnie Samuels steps into the CHRO role with the mandate to shape and elevate the organization’s people agenda globally, driving key areas such as leadership development, employee experience, and scalable HR operations across regions.
Before joining tonies®, Bonnie worked as a CHRO Consultant through Frebon, where she supported digital and technology organizations through leadership and operational transformation, including executive team organizational design and capability building.
Prior to that, she spent nearly six years at Sonder Inc., progressing through several senior people leadership roles across global geographies. At Sonder, she served as Vice President, People, and previously held positions including Senior Director, HR and Director, HR, supporting the organization across US & EMEA as it scaled its global workforce.
Earlier in her career, Bonnie held key people leadership positions at Iris, serving as People Director and Head of People, working across multi-region responsibilities including EMEA, the US, and APAC. She also built strong HR leadership credentials at ENGINE UK, where she served as Head of HR & Engine Partner, and earlier as HR Business Partner & Head of Talent, strengthening her expertise in talent strategy and HR business partnering.
Bonnie’s earlier experience includes HR leadership roles at Buongiorno, Faversham House, and Global Action Plan, along with foundational international HR business partnering exposure at International Publishing Group, shaping her strong background in global HR operations and people strategy.
About tonies®
tonies® is the world’s largest interactive audio platform for children, with more than 10 million Tonieboxes and over 134 million Tonies sold globally.
Its intuitive and award-winning audio system has transformed the way children play and learn independently through a screen-free, child-safe, wireless experience. Tonieboxes have been activated in over 100 countries, and tonies® offers a portfolio of more than 1,300 Tonies figurines across multiple languages.
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