DSI Toys Looks For Agencies To Handle Ads

DALLAS-DSI Toys has begun inviting agencies from around the country to pitch its estimated $10 million advertising account, which is now handled by Sive/Young & Rubicam in Cincinnati.
The Houston-based manufacturer of toys and 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 selection process. She would not elaborate on Greenwood’s role, but said she had worked with the firm in the past on consulting projects.
Executives at Sive could not be reached for comment. Linda Riggs, DSI’s director of marketing, did not return calls by press time. Warren said the search was part of DSI’s “periodic assessment” of its agency relationships.
DSI is keeping its options open on whether it will assign both creative and media duties to a single agency, said Warren. Currently, Sive handles both creative and media chores. “We’ve included full-service agencies, but we’re also looking at firms that could strictly do just creative or media,” Warren said.
DSI executives will spend this week and next evaluating the RFPs, which were due back Aug. 15.
Warren said three to five agencies will advance to a final round of presentations, with a decision likely by the end of September.
DSI markets a variety of toys, which include: Rosie and Pattie Singing TV Dolls, L.A. Rock Teen Electronics, Digi-Tech Walkie Talkies and Swamp Critters dolls. The company also signed an agreement with power tool company Snap-On in June to use that company’s logo.
Television advertising is expected to be among the assignments for the winning agency.