I haven't seen the commercials, but I'll chime in as a reading teacher.
VTech is not the competition, folks. Or the enemy. Or Satan-on-a-stick with batteries.
Nor is it going to teach a kid to read, of course. But if it helps a kid who might otherwise be resistant, where's the harm?
Our school groups kids by reading level. Our Reading Intervention Teacher works with the 5 lowest kids in first grade; I work with the next 22. Her 5 will probably all eventually be qualified for special ed, or are already in speech therapy. They are so far behind, and they know it. Reading is NOT their favorite time of the day...
I know she uses a large variety of strategies and techniques, including the VTech thingy her own daughters have outgrown. The thing is, it's doing exactly the same instruction she would be doing, only with lights and sounds and bells and whistles, so it holds their attention for longer. They feel like they're playing.
Is it going to teach them how to read? No. But does it make some of the hard work feel like fun? Yes.
Look at it this way. VTech isn't taking the place of BOOKS. VTech is taking the place of a VIDEO GAME. Buying a VTech for a kid and encouraging them to use it will lead them to being able to READ, and to think reading is FUN, which just might lead them to reading BOOKS eventually.
Kids are far more enthusiastic about reading than you're giving them credit for. They figure out early on that reading is the key to the kingdom. Like getting your driver's license. Once you can do it for yourself, you're an independent person and no longer a baby. Kids LOVE books.
Unless they struggle. If those early experiences in school suck--and for about one-fourth of kids, reading is really, really hard work--then they may get defeated and frustrated and give up before they have the skills they need.
Things like VTech won't slow down a successful reader. Kids who learn how to read easily will end up reading all kinds of things, and probably get bored with the VTech really quickly.
But they may motivate a struggling reader to have more fun. They may develop some of those essential skills because they play it enough to get the practice they need. So the VTech may be the gateway drug that gets them hooked on phonics.
If you have never taught reading to a student with a learning disability, or to a student learning to read English when they barely know how to speak it, then you are completely unqualified to have an opinion on whether or not the VTech is a good thing. Sorry, but it's true. English in one of the hardest, most complicated languages in the world, whether you measure by vocabulary, syntax or phonetic complexity. A lot of kids just need all the help they can get if they're going to be successful!