Designing play: how Linney brought tonies® to life at Selfridges

In a time when retail environments are constantly changing, brands face the ongoing challenge not just of showcasing their products, but also sharing their story in ways that genuinely engage shoppers. tonies®, a pioneering UK toy brand committed to reducing children’s screen time through audio storytelling and play, handed Linney an unusual brief: to create a permanent retail display at the prestigious Selfridges on Oxford Street, a space as lively as the brand itself.

Understanding the challenge

Tonies had gained a larger footprint within Selfridges, presenting a golden opportunity to deepen shopper interaction. However, the nuance lay in creating a retail environment that balanced three key elements:

1.      Hands-on product demonstration: encouraging tactile, authentic experiences with Tonieplay and Toniebox products

2.      Stockholding: ensuring sufficient product availability without cluttering the space

3.      Product education: communicating the brand’s ethos of reducing screen time and fostering learning

What made this especially challenging was that this needed to be a future-proof solution for a high-traffic, fast-paced retail environment – a space that demanded durability, flexibility, and seamless integration of technology and storytelling.

The Linney approach: bespoke meets practical

From the outset, our approach was methodical and collaborative. A detailed site survey informed every design decision, ensuring the dimensions, flow, and customer behaviour patterns in-store were fully considered.

The result? A bespoke system with seven key features:

1.      Illuminated branded header panel: acting as a beacon to draw visitors in, this was more than signage, it was a statement of presence

2.      Modular red pegboard backboard: flexible hooks meant displays could evolve effortlessly with changing product lines, extending the lifespan of the installation

3.      Internal illumination: strategically placed lighting ensured products were presented in their best light (literally), enhancing visibility and appeal

4.      Integrated digital signage: a Samsung screen embedded in a custom-built housing allowed dynamic storytelling, demonstrating the educational value of the tonies® products

5.      Dual display cases: these combined product showcasing with educational materials, designed for simple updates and maintenance

6.      Innovative demo table: incorporating hands-on demo stations with a child-safe, curved solid surface top, crafted for durability and brand consistency. Every element was detachable, supporting future adaptability

7.      3D-printed Gruffalo centrepiece: a playful, oversized Gruffalo Tonie was precision-crafted and hand-finished, adding unique character while meeting retail safety standards

Bringing it all together

This project came to life through close collaboration across our design, production and installation teams. Our creatives shaped the look and feel, our makers engineered the detail and durability, and our digital specialists integrated interactive elements that brought tonies®’ storytelling to the forefront.

Working closely with Selfridges throughout, our Linney team installed the full display with care and precision, keeping disruption to a minimum during a busy retail period. The result is a playful, robust and future-proof installation that blends creativity, practicality and retail experience in one space.

Why this matters to retail brands

Retail is not static. To remain competitive, particularly in sectors like toys, where sensory experience and education are key, brands must invest in bespoke retail solutions that are flexible, engaging, and measurable. tonies®’ new Selfridges display exemplifies how a holistic design and activation strategy can transform floor space into a story-driven selling tool.