End cap point of sale display for Tonies children products
Custom designed point of sale end cap for Officeworks retail stores
Genesis Retail Displays is a point of sale display design agency in Sydney that was engaged by Bluemouth Interactive to design and deliver a high-impact, premium end-cap display solution for Tonies.
It had to be purpose-built for a rollout across Officeworks stores nationwide that could be installed on their existing retail shelving. The objective was to create a display that would elevate Tonies’ in-store presence, clearly communicate their brand story and seamlessly integrate into this large-format retail environment.
Tonies is a fast-growing global children’s audio brand that reimagines storytelling through screen-free play. At the heart of the range is the Toniebox—a durable, child-friendly audio player that brings stories, songs, and educational content to life through collectible Tonies figurines. Each figurine unlocks unique audio content when placed on the Toniebox, making physical interaction a core part of the product experience.
So this meant the display needed to do more than hold stock, it needed to visually explain the concept at a glance.
The end cap point of sale display design concept
The retail environment added another layer of complexity. Officeworks is Australia’s leading office supplies and technology retailer, operating large, high-traffic stores with strict merchandising standards, defined fixture systems, and a strong focus on clarity, functionality, and efficiency. Any solution needed to feel premium and engaging while remaining practical, compliant, and easy to execute at scale.
Genesis approached the project from the ground up. Working closely with Bluemouth Interactive, we developed the display concept entirely from scratch, tailored to the Tonies product range, the Officeworks end-cap format and the realities of national retail rollout.
The brief called for a visually striking end-cap capable of housing five Shelf Ready Trays (SRTs) for Tonies figurines, alongside clear presentation of the Toniebox itself, all while maintaining strong brand presence and clean product navigation.
Multiple creative concepts were explored and refined, with Genesis producing detailed 3D visualisations to test scale, layout, and brand impact before any physical production began.
These visuals allowed Bluemouth to confidently present the proposed solution to Officeworks, where the concept was enthusiastically received and approved for full production.
Installation of the end caps in Officeworks stores
Following approval, Genesis manufactured 150 complete SRT sets, including custom shelf-ready trays and large, magnetised end-cap headers.
These headers were engineered for fast, secure installation while delivering strong vertical brand impact, an essential requirement in a busy Officeworks aisle.
Every element was designed to work within existing store fixtures, ensuring efficient rollout with minimal disruption.
The final execution delivered a bold, cohesive end-cap that clearly communicated the Tonies proposition, simplified product selection, and created a premium focal point in-store.
The rollout was well received by both Bluemouth Interactive and Officeworks, contributing to increased brand recognition and a standout retail experience that supports both discovery and purchase.
This project demonstrates Genesis Retail Displays’ ability to design intelligent, retail-ready solutions from concept through to execution that balances brand storytelling, product functionality and the practical demands of large-scale Australian retail environments.
We are point of sale design specialists which means we start with a blank sheet of paper to create anything that you need for any type of product or environment.
Do you have a product that you need help with to get more visibility, better demonstrability or increased sales?
Let’s make a display that sets you apart.
