The company has denied that a review is taking place, contradicting the claims of an insider within its marketing department who says that VTech was drawing up a shortlist of media agencies in preparation for a pitch.
To add to the confusion, VTech is known to have approached a number of agencies, reports Marketing Week.
A Starcom spokeswoman said VTech had assured the agency that a media review is not underway, but that the company “is looking at its suppliers across the board”.
Any final decision on appointing an agency would be taken by marketing director Katy Chan and managing director Andrew Dickson.
The manufacturer markets the V.Smile Learning System console and the V.Smile Pocket, a handheld version, which are aimed at children aged from three to seven years old.
The V.Smile Baby 'infant development system' allows babies and toddlers aged nine to 36 months to learn through interacting with television. The device is tipped to be one of the toy industry’s top 12 selling products this Christmas.
The company launches a number of new products each year and has full distribution through UK retailers.
It uses creative work produced by Bitch Productions, which makes four or five ads for the manufacturer each year. It previously worked with TBWA/London on a global basis.
The creative account is not affected by the media review.