McCann-Erickson Is Lone Texas Player for DSI Toys

DSI Toys in Houston has set its sights on seven shops, including McCann-Erickson, in a review of its $10 million advertising account.
Sources last week said those likely to pitch the Houston toy maker’s creative and media business are incumbent Sive/Young & Rubicam, Cincinnati; McCann-Erickson, Houston; Bozell Worldwide and D’Arcy Masius Benton & Bowles, both New York; and W.B. Doner, Clevland. DSI executives have also asked Carat MBS, New York, to pitch media only, sources said. Another undisclosed shop is believed to be pitching only the creative portion.
Charlotte Warren, principal of the Warren Agency in Austin, Texas, who is assisting with the DSI review, declined to confirm contenders last week. Agency executives either could not be reached or declined comment.
DSI, which manufactures toys and children’s consumer electronics, initially contacted 11 agencies in New York, Houston, Los Angeles and Chicago before narrowing the list. It was not clear last week if there would be another cut. A decision was expected in late September but has been postponed until the end of this month, Warren said.
Contenders with toy experience include McCann-Erickson, which has worked on children’s electronic products marketed by Texas Instruments; DMB&B, which recently lost the Tyco account; and W.B. Doner, whose Cleveland office represented the Cap Toys account until last year.
DSI may award the entire account to a single agency or split creative and media.
DSI’s line of toys includes the singing Rosie and Pattie dolls. Earlier this year it introduced two new dolls–Dreamie Sweets and Baby Pick Me Up. DSI also markets preschool music and audio products and action figures under brand names including L.A. Rocks and Police Escort.