Slide 1: Earnings Presentation FY 2022
Earnings Presentation as FY 2022 tonies SE | April 13, 2023
Slide 2: Disclaimer
Disclaimer This document contains forward-looking statements. Forward-looking statements can typically be identified by the use of words such as "expects", “may’, "will", “could”, “should”, ‘intends’, “plans”, “predicts”, "envisages" or “anticipates” or other words of similar meaning. These forward-
Slide 3: Who you have on the call today
Who you have on the call today Marcus Stahl Co-CEO, Co-Founder NY Florian Drabeck CFO Jan Middelhoff MD International tonies® 3
Slide 4: Business Update, FY 2022 Results, Outlook, Q&A
tonies SE | Earnings Presentation Business Update FY 2022 Results 5 Outlook Q&A =) tonies® 4
Slide 5: Successful international expansion and major progress on path to profitability
Successful international expansion and major progress on path to profitability Results FY 2022 * Exponential tevenue growth fueled by international expansion = Group: 37% YoY to EUR 258m = US: 223% YoY to EUR 66m Adjusted EBTIJDA at upper end of LL Business update Despite macroeconomic challenges we
Slide 6: Business Update
aK Business Update eC
Slide 7: tonies: the world's largest interactive audio platform
Slide 8: Our business model in a nutshell
Our business model in a nutshell . Our platform is exponentially growing with more and more Tonieboxes... Cumulative Tonieboxes sold (Q4'16-Q4'22 in #) ... fueling our razorblade business model with highly predictable Tonie activations Cumulative Tonies over customer lifetime (Gabscipionclke (162017
Slide 9: We are driving market penetration despite unstable times
We are driving market penetration despite unstable times » A ~5m Tonieboxes sold Tonies sold 4 +1.4m in last 12 months oe eS ce) ~- 5 % of revenue already Accessories & Digital >100 countries with activated Tonieboxes* low
Slide 10: Q4 – What a finish to 2022!
Slide 11: tonies' content-driven flywheel provides comprehensive customer data
tonies’ content-driven flywheel provides comprehensive is customer data... Thanks to being data-driven, © More Cottle x we understand our users ..What they listen for, where and when ..how often and how long they listen for .. how many users share a box Vl ..how intense they engage with the platform
Slide 12: First own license brand centered around children's bedtime
...and based on these insights we introduced our first own license brand centered around children's bedtime rT] ° Ww ° w oG ‘Cust a ° SLEEP se aie dg Sleepy Rabbit Rp is the 2#0 most sold Tonie in 2023 in DACH Highest average weekly flaytimein DACH
Slide 13: tonies is highly recognized in the US
tonies is highly recognized i
Slide 14: Onwards and upwards for the US market
Onwards and upwards for the US market wl ... growing our base with ... with already .. and available in >4,200 stores* >620,000 Tonieboxes sold >4,100,000 Tonies sold with opportunity to grow 6, ooot | 45200 2,000 300 i_| 2020 2021 2022 2023 *including seasonal listings tonies® 14
Slide 15: We will be listed with Target nationwide in the US
We will be listed with Target nationwide in the US starting fall 2023...
Slide 16: First time also in 1,700 Walmart stores
...and for the first time also in 1,700 Walmart stores nd
Slide 17: And there have been even more highlights
And there have been even more highlights ... rv | gs (4 We rolled out th P Le tg 5 ONE G OUL INE We partnered with V-webshoprand now = Disweg for a joint ship to 16 European Christmas ad countries i op We introduced our va oa Thovep We took our first new sustainable step into Asia pacific project "P
Slide 18: Financial Results FY 2022
X % Financial Results FY 2022 e
Slide 19: Exponential revenue growth and step up in margins in FY 2022
Exponential revenue growth and step up in margins in FY 2022 Adjusted EBIFDA margin -2.4% +57 feft Yor mG = Exceeded guidance of EUR 250m = Driven by international markets...: = with rapid US growth of 223% = and Rest of World (111%), driven by UK = growth in mature DACH persisted (5%) = and all pro
Slide 20: FY 2022 – Very strong growth driven by international markets
FY 2022 — Very strong growth driven by international w markets... Revenue growth by geography Revenue split by geography ——— - —iry 2021 | Hi Intemational 437% MEY 2022 | Vie A Hy 2583 MI DACH | 188.0 39% | 19% | FY 2021 =FY 2022
Slide 21: ...and by all product categories
..and by all product categories Revenue growth by product category MBFY 2022 +37% { Accessories __ & Digital” Group Tonieboxes Tonies Gry 2021 Revenue split by product category ——— | 188.0 | 30% FY 2021 258.3 Ml Tonies w BR xe FY 2022 Hl Tonieboxes MW) Accessories & Digital tonies® = 21
Slide 22: Q4 2022 – A great end to a successful year
Q4 2022 — A great end to a successful year Revenue growth by geography a ii ~ _— Mias2021; 4 2022. 447% Rest of World Tonieboxes Tonies Revenue growth by product category M4 2021, M4 2022. Accessories _ & Digital | tonies® 22
Slide 23: Increasing profitability – Further steps taken in line with plan
Increasing profitability — Further steps taken in line with plan Increasing gross margin Increasing gross margin after licensing & operating leverage Successful price increases Expansion of high-margin offering Optimization of product portfolio & launches Reduction of licensing costs “| Cost-conscio
Slide 24: Adjusted EBITDA margin at upper end of guidance range
Adjusted EBITDA margin at upper end of guidance range Adjusted EBITDA margin bridge {in pp) 0.1% -8.1% Adj. COGS Licensing Fulfilment Marketing Personnel Opex Other Adj. EBITDA | costs ml EBITDA margin Y Y margin 2021 improvement in 2022 contribution margin Other costs ode COGS improvements from mul
Slide 25: P&L: Key numbers and margins (adjusted)
P&L: Key numbers and margins (adjusted) ee ee ny fo revenu: _ Gross profit after ona costs 108.3 41.9% 665 354% 418 +6.5pp a Hlowtatem 70.9 274% 40.0 21.3% 309 46.2pp wee “Marketing «= (sti (tC 1830~C«™: 98% 66 401pp ‘SChAti“‘é‘“CRTSC#*«C BOC MOC 1% 7108p ‘Otherresut 57 ka%SC(ié‘C SSC MKC 200COCS 40
Slide 26: Cash Flow reflects investments into international expansion
Cash Flow reflects investments into international expansion — especially in working capital / inventory Cash bridge fin EURm) Majority of FCF related to working capital for international growth s Cash as of Operating CF 31 Dec 2021 Investing CF Financing CF FX effects Cash as of 31 Dec 2022 4 ojo a
Slide 27: Outlook
Outlook
Slide 28: Guidance FY 2023 – major milestone towards profitable growth
Guidance FY 2023* — major milestone towards profitable growth Group revenue (EURm) US revenue (EUR) Group adjusted EBITDA in % of revenue ~ Guidance FY 2023 Guidance from IPO FY 2023 258 354 (+37% YoY) 66 116 (477% YoY) -24% “positive” Further year of sig«sficant growth ahead with US revenue expecta
Slide 29: Many exciting new products & initiatives planned for 2023
Many exciting new products & initiatives planned for 2023 ig Top launches New Tonies of the most beloved characters among kids storytelling with creative activities fg such as coloring G ssi eis z Guu content Extension of our own bedtime routine offering towards further categories such as healthy da
Slide 30: Our new CFO as of May 2023
Our new CFO as of May 2023 — Welcome to the Management Board, Jan! = Holds triple diploma from ESCP Europe and a PHD from RWTH Aachen university = Advised clients in the consumer goods and retail sectors at McKinsey & Company = Joined tonies in May 2020 as Chief of Staff = Held several positions at
Slide 31: Recap from today: Excellent 2022 and fully on track for 2023
Recap from today: Excellent 2022 and fully on track for strategy and plan delivery in 2023 - ; 703 ie We delivered on our promises and are fully Revenue (EURm) Vf EF on track in reaching our mid-term ambition GHB Actuais V VA S 504 . . GB Pn 250 258 ~/|_ Successful internat. expansion due to clear t
Slide 32: Q&A
Q&A
Slide 33: Any questions...?
Any questions... ? tonies'
Slide 34: Meet us on conferences and roadshows
Meet us on conferences and roadshows y Ty ES MAY 2: GS Europ. Small & Mid Cap Symposium [ APR 17-19 } [oritaras MAY 31: HAIB Stockpicker } ) { MAY 16-17: UBS Best of Europe Conference ?) } MAY 23: Berenberg Manhattan Conference { MAY: RS-day in the US (tbc) _) { sep 5-7: Corporate Conf. Coba & ODDO
Slide 35: Investor Relations Contact
Investor Relations Contact Investor Relations Team Contact ir@tonies.com Investor Relations Contact Manuel Bosing Head of Investor Relations Phone: +4915157846012 Mail: manuel. boesing@tonies.com tonies® 8)