DSI Toys Puts $10 Mil. Account In Review, Hires a Consultant

DSI Toys has begun inviting U.S. agencies to pitch its estimated $10 million ad account, currently handled by Sive/Young & Rubicam in Cincinnati.
The Houston-based manufacturer of toys and children’s consumer electronics has tapped the Warren Agency, a marketing consultancy in Austin, Texas, to conduct the search.
Charlotte Warren, principal of the Warren Agency, said Sive will defend the business. Warren has sent out requests for proposals to 11 agencies in New York, Houston, Los Angeles and Chicago. Warren said Greenwood Marketing in Houston is assisting her in the process. She would not elaborate, but said she has worked with the firm in the past.
Executives at Sive and DSI could not be reached for comment or did not return calls by press time. Warren said the search was part of DSI’s “periodic assessment” of its agency relationships.
Currently, Sive handles both creative and media chores. “We’ve included full-service agencies [in the review], but we’re also looking at firms that could strictly do just creative or media,” Warren said.
The questionnaires were due back Aug. 15. A decision is likely by the end of September, Warren said.
The Rosie and Pattie singing dolls are among DSI’s top-selling lines.