A variety of retailers which have advertised key toy promotions within the News of the World are among those now reconsidering their position, following phone hacking allegations.
It is understood that Tesco and Sainbury's are monitoring the situation.
It is alleged that the newspaper hacked into the mobiles of Milly Dowler, families of murdered schoolgirls Holly Wells and Jessica Chapman and relatives of victims of the July 7th London attacks.
A Tesco spokesperson stated: "These latest allegations will cause huge distress to a family which has suffered enough. It's now a matter for the police. Like everyone, we await the outcome of their investigation."
Sainsbury's statement, meanwhile, said: "We advertise in hundreds of newspapers, magazines and TV and radio stations. The views and practices of any organisations that carry out advertising do not represent those of Sainsbury's. That said, it would be prudent to await the outcome of the investigation."
Marketing Week has today reported that a number of brands have suspended their advertising with the News International-owned red top. These include Mumsnet, which issued a statement saying: "We at Mumsnet are a community website and try to reflect our community needs. There were lots of discussions on the boards about the News of the World allegations and brands advertising with the company.
"There were also discussions about an integrated digital campaign we were running on behalf of Sky and lots of requests to withdraw our ads. We always listen to our community and because of the nature of the allegations and the emotion and hurt they have caused families, we thought it appropriate to follow that through."
ToyNews sister publication, MCV, has contacted numerous retailers which carry toys and entertainment products as a key part of their offering, including Tesco, Toys R Us, Play.com and Asda.
The Guardian has also reported that Asda is "monitoring the situation closely and understand people's concerns".