Transforming to Innovate: Lessons Learned From tonies’ Journey to The Product Operating Model
summary
Tonie grows from agency-driven projects to empowered in-house product teams, moving a retail-heavy business (10+ million boxes, 125M figurines, ~100 countries, ~€0.5B 2024 revenue) into a product operating model. The company pilots a trial model triad (PM, designer, engineering manager), proves change with lighthouse teams, reorganizes into cross-platform mission teams, hires firmware/electronics capabilities during supplier crisis, runs a 4-task-force, 20-workstream program with 100+ people to deliver Toniebox 2 — launched with positive early metrics and ~30% share-price uplift.
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