TOON

What TOON does

TOON is a full-service Dutch branding bureau headquartered in Geldermalsen, Netherlands, founded in 2007 and operated as an independent family business (Toon B.V.). The company delivers integrated brand strategy, technology, and content services to primarily regional Dutch small-and-medium businesses (MKB), with selective enterprise engagements (Schiphol, Tempur Benelux, AAG, Primera, RBCZ). Its service mix spans brand identity and positioning, employer branding, digital strategy, custom digital platforms and e-commerce, API integrations, Progressive Web Apps, video production, photography, motion graphics, animation, and podcast production — supported by in-house podcast, photo/video studios and a usability test lab at the Toon HUB facility. Revenue is generated through project-based engagements and multi-year retainers, billed on custom quotes; the agency operates with 11-50 employees and a direct consultative sales motion via website, phone (088 1979 000), and email.

The core technology differentiator is the proprietary Safira Framework, comprising Safira CMS (content management enabling non-technical user updates) and Safira Blocks (modular building blocks for custom business software and PWAs), built on PHP/MySQL with Angular and modern web tooling. Safira underpins client websites, webshops, and bespoke applications such as the Schiphol MC Loket quotation system and the RBCZ platform with an 8000+ therapist directory. Distribution is direct (no resellers), go-to-market is enterprise field sales focused on Dutch MKB and larger brands, and the company is listed on Sortlist, Dutch Digital Agencies (DDA), and VIA. TOON has been recognized as #1 mid-sized branding bureau in the Netherlands by Fonk150 for three consecutive years (2023-2025), won DIA Silver 2026 (Schools & Education) with a Tools category nomination, and received a 5-star rating in the Emerce100 2026 Creative Production Agencies ranking. Revenue is not publicly disclosed.

Name

TOON

Legal name

Toon B.V.

Website

https://toon.nu

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

TOON is a Dutch family-owned full-service branding bureau (founded 2007, Geldermalsen) delivering integrated brand strategy, proprietary Safira Framework technology, and in-house content production to regional MKB and selective enterprise clients in the Netherlands.

Ownership category

akta.pro rank

Headquarters

HQ city

Geldermalsen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Branding and Strategy Services: Full-service branding agency offering strategy, brand identity, positioning, and employer branding projects. Revenue generated through project-based engagements and retainers for ongoing brand management.
2. Digital Technology and Development: Website development, web applications, e-commerce platforms, API integrations, and digital transformation services using Safira Framework. Billed per project or via ongoing development retainers.
3. Content Production: Video production, photography, animation, podcasts, and motion graphics services. Revenue from production projects and studio rentals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

TOON is a full-service Dutch branding bureau that combines brand strategy, proprietary technology (Safira Framework), and content production under one roof. The agency helps Dutch organizations become future-proof through brand positioning, custom digital platforms built on Safira, and in-house content creation including video, photography, motion graphics, and podcasts. They serve both regional SMBs and larger enterprises with complex brand transformation needs.

Product overview

TOON is a full-service branding bureau offering strategic, technological, and creative services. The core technology offering is the proprietary Safira Framework, which includes the Safira CMS for content management and Safira Blocks for modular web application development. Services span brand strategy (merkbenoeming, positionering), digital platforms and e-commerce development, and content creation including concept/design, motion graphics, video production, photography, and podcast production. The agency operates in-house production facilities including a podcast studio and photo/video studio. The company has been recognized with multiple industry awards including DIA Silver (2026) and Emerce100 5-star rating in Creative Production.

Differentiator

Problem solved

Functional benefit

Brands

• Safira: Proprietary framework developed by TOON for building digital experiences, content management systems, and web applications. Includes Safira CMS and Safira Blocks for modular software development.
• Toonstudio
• Toon HUB

Products and services

• Safira Framework Proprietary web development framework with modular architecture that powers websites, webshops, and business applications. Includes Safira CMS for content management and Safira Blocks for modular functionality. Used as the foundation for building client websites and web applications.
• Custom Digital Platforms Custom digital platform development built on the Safira Framework, designed around user needs and desired features with collaborative and scalable architecture for Dutch organizations.
• API Integrations Integration services connecting diverse software applications and systems via APIs, from exploration to build and implementation.
• Progressive Web Apps (PWA) Web applications with mobile app benefits including fast loading, offline functionality, and responsiveness, offering app-like experiences across devices.
• E-Commerce Development Custom webshop development based on audience needs and requirements, focused on optimal customer journey across all devices.
• Brand Identity (Merkidentiteit) Brand identity development including analysis, categorization, and positioning to create a unique brand identity compass for organizations.
• Digital Strategy (Digitale Strategie) Digital strategy development creating a future-proof digital compass to help organizations optimally leverage digital market changes.
• Employer Branding Strategic planning for employer brand content at the right moments throughout the candidate and employee journey to help organizations attract and retain talent.
• Concept & Design Visual brand foundation development from naming to practical brand materials, creating a compelling mix of appropriate design tools.
• Storytelling Brand story writing based on brand identity, translated into a characteristic writing style for audience communication.
• Motion Graphics Brand animation services from concept and storyboard through publication, developing and exporting moving images to bring brands to life.
• Video Production Video production including brand movies, VR drone fly-throughs, and online courses, creating content that aligns with brand identity.
• Photography Photography services using in-house high-end studio for team portraits, packshots, and branding shoots.
• Podcast & Sound Design Podcast production and sound design including concept development, recording, and post-production with proper finishing and publication.

Quantifiable outcome

• 15 new talents attracted after JG Timmer employer branding campaign
• +2 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• ELDEEminorStrategic or Co-development Partner · 1 January 2025Collaborated on Hakkers 150th anniversary trade show stand for Infratech. ELDEE translated Toon's sketches into detailed 3D models for the booth design. Partnership focused on physical exhibition design rather than digital services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Springbok: Dutch creative and branding studio with brand strategy, visual identity, and content capabilities. Direct competitor for TOON's brand identity and storytelling engagements.
• Achtung!: Amsterdam-based creative and branding agency serving large Dutch and international brands. Competes with TOON directly for mid-market and enterprise brand transformation engagements.
• Fitzroy: Dutch independent creative agency focused on brand strategy, campaigns, and content. Closely comparable to TOON in size, positioning, and full-service creative offerings for Dutch clients.
• KURVE: Dutch creative/branding agency working across brand strategy, design, and digital. Direct peer to TOON in the Dutch mid-sized branding bureau category.
• Info.nl: Dutch digital agency combining strategy, technology, and creative. Strongly comparable to TOON's integrated strategy + Safira-like technology + content model for Dutch mid-market and enterprise.
• Boomerang Create: Dutch creative agency specializing in branding, campaigns, and content. Direct peer to TOON in the Dutch mid-sized branding bureau category with similar full-service positioning.

Broad incumbents

• Dept Agency: Large Dutch-headquartered digital agency offering branding, technology, and content services globally. Comparable to TOON across all three service pillars but operates at much greater scale and geographic reach.
• TBWA\Neboko: Largest Dutch advertising network agency within the TBWA global roster. Competes with TOON on larger brand and campaign mandates but offers broader international reach as part of a global network.
• DDB Amsterdam: Dutch creative office within the DDB Worldwide network. Provides integrated brand, advertising, and digital services; overlaps with TOON on branding strategy and content production.
• Ogilvy Netherlands: Dutch office of WPP-owned Ogilvy, offering brand strategy, advertising, PR, and digital transformation. Competes with TOON for enterprise brand mandates while offering much broader service portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOON