Audio Players Take NZ By Storm As Parents Seek Screen-Free Options
New Zealand parents
New Zealand parents are increasingly turning to screen-free audio players as an alternative to traditional devices for children. The market has grown rapidly as families seek options that allow children to disconnect from screens while remaining engaged with stories and music. Tonies, a German company, entered the New Zealand market just two years ago and has seen explosive growth. The company has doubled sales of its audio players from 2024 to 2025 and is on track to double again this year. Tonies devices work by placing small figurines on the player, which then plays corresponding stories and songs.
Yoto, a rival company using a similar card-based system, arrived in New Zealand last year and reports equally strong uptake. Yoto’s New Zealand country manager stated their customer base has doubled over the past year, and local families are the most engaged in the world. Families using Yoto are listening to an average of one hour of content daily, with listening hours increasing by 125% over the past year. Yoto is currently available only online and through Kmart, but the company plans to expand by opening a local fulfillment center and partnering with more retailers. Smaller businesses are also capitalizing on the trend.
Club, offering Tonies and Yoto players
A Hawke’s Bay mother has started a rental club called Little Listeners Club, offering Tonies and Yoto players to parents. She notes that parents often hear about the service through word of mouth at school pick-up and drop-off, daycare, and kindergarten. The mother emphasizes that the goal is not to demonize screens but to give time-stretched parents more options for engaging their children. The growth of these screen-free audio platforms reflects a broader parental desire to find balanced alternatives to excessive device usage for children.
The growing popularity of screen-free audio devices reflects a broader parental concern about excessive device usage and its impact on childhood development. Many families report that traditional screens can dominate a child’s attention, leading to difficulties in engagement with other activities. Audio players offer a tactile, imaginative alternative that encourages listening skills and narrative comprehension without the visual stimulation of phones or tablets. Experts suggest that reducing screen time can improve sleep patterns, increase family interaction, and support healthier cognitive development. As more parents seek balanced approaches to technology, these devices provide a bridge between entertainment and educational benefit, allowing children to enjoy stories and music while developing focus and creativity in a screen-free environment.
The shift toward screen-free listening aligns with growing research on child development and digital wellbeing. Studies indicate that excessive screen exposure in early childhood can impact attention spans, language acquisition, and sleep quality. Audio players provide a structured yet flexible format that encourages sustained attention without the rapid visual cues of videos. By engaging children through narrative and music, these devices support language development and imaginative thinking. The tactile interaction of placing figurines or cards also enhances fine motor skills. As families navigate the challenges of the digital age, these tools offer a practical middle ground, allowing children to enjoy rich content while parents maintain greater control over daily screen habits. This trend reflects a broader societal move toward mindful technology use in the home.
The growing adoption of screen-free audio devices reflects a broader parental concern about the impact of excessive device usage on childhood development. Many families report that traditional screens can dominate a child’s attention, leading to difficulties in engagement with other activities. Audio players offer a tactile, imaginative alternative that encourages listening skills and narrative comprehension without the visual stimulation of phones or tablets. By engaging children through stories and music, these devices support language development and imaginative thinking while allowing parents to maintain greater control over daily screen habits, providing a practical middle ground in the digital age. Research indicates that reducing screen time can improve sleep patterns, increase family interaction, and support healthier cognitive development, making these tools a valuable option for families seeking balanced technology use. The tactile interaction of placing figurines or cards also enhances fine motor skills, adding another developmental benefit beyond simple entertainment.