• by Steve McClellan  @mp_mcclellan, February 11, 2016

Spin Master, the Toronto-based toy maker, is putting its media planning and buying assignment into review.

MediaCom, part of WPP’s GroupM, is the incumbent, having won the business in 2011. A spokesperson for MediaCom said the agency was invited to participate and declined.Spin Master officials could not be immediately reached for comment.

The review comes after a new CMO — Nancy Zwiers — joined Spin Master last fall.

Spin Master was founded in 1994 and is known for toy brands such as Air Hogs, Bakugan and others.

The company spent $36 million on ads in the U.S. in 2014, according to Kantar, and $10 million during the first nine months of 2015 — down a bit from the $13 million it spent during the first nine months of 2014. Most of the company’s spending occurs in the fourth quarter, and fourth-quarter ad spending for last year was not available.

Last April the company named The Variable as its marketing agency of record for its Remote Controlled, Robotics and Activities categories, supporting brands such as AirHogs, Zoomer, Bunchems and other activity brands. At the time Spin Master said The Variable would lead strategy, creative and integrated planning across all channels.

In addition to toys, the company has a growing entertainment division which has created kid-targeted programs including Paw Patrol and Little Charmers, which both air in multiple countries around the world and generate revenue from toys and licensed product sales.