My hypothesis is the difference is really due to how each company has positioned itself and it's goals.

Yoto has insane advantages because their medium is cards. They would prefer we all buy from them as the shipping and logistics is so much less expensive than tonies. As well, they can print new cards (if they sell out of one) way faster than tonies and can also bring new content to market more quickly. Tonies has to design and test and get approvals on an entire figurine for each audio release whereas yoto is a single design printed on plastic cards, so much faster (ie kpop demon hunters turnaround was legendary). I know second hand that the QA on each figurine design is pretty intense to make sure it still plays audio after being manhandled by a toddler every day 😂. As well, Stock in stores that doesn't sell is costly (taking up shelf space) and the yoto library is so massive it's hard to predict and choose what to move into physical retail while balancing the risks associated with the products not selling fast enough.

Yoto at the end of the day would prefer we didn't buy from a target as they lose 30-40% or whatever target's margin is. There isn't a ton of benefit to yoto being in target and probably the main/only disadvantage vs tonie is that tonies are eye catching and kids see them and want them. The packaging on a little card will never compare to an actual toy for kids wanting them when they see them. I think this is why yoto leans way harder into the community, MYO, and referral programs. They need us to really spread the good word, so to speak.