• by Wayne Friedman , David Goetzl , February 10, 2006

On the eve of the 2006-07 kids upfront TV advertising marketplace, one of the daypart's top media buyers - Summit Media Group's Shelly Hirsch - has resigned. "It's time for a change," Hirsch, who was the agency's CEO, told MediaDailyNews, adding, "I'm in conversations with a number of people. I have a number of opportunities I'm pursuing, and will make a decision soon."

Summit, the media planning and buying division of 4Kids Entertainment that specializes in the kids' media buying market, has tapped Lee Razdin as its new president. Razdin had operated his own media strategy business, and has been a veteran media buying executive focusing on kids for years.

News of the shakeup comes just as the major kids TV players begin unveiling their 2006-07 programming plans, a key step toward negotiations. On Thursday, Disney ABC Kids Networks unveiled a mix of 11 new animated and live action shows and 25 movies aimed at a kids ranging from preschoolers to tweens. A total of 849 new episodes will run across its so-called multiplex, which includes ABC Kids, Toon Disney, Jetix and Disney Channel.

The Disney properties have emerged as a powerful player in what has been a low-growth area of the TV advertising marketplace, and one in which the number of key media buyers has been shrinking.

Hirsch had been with Summit since it launched in 1992. The agency handles leading toy marketers such as Jakks Pacific, maker of TV Games; MGA Entertainment, which makes Bratz dolls; and trading card company Topps.

Al Kahn, CEO of 4Kids, said he tried to persuade Hirsch to remain in his post, but Hirsch chose to leave. Kahn declined comment on whether Hirsch has a non-compete agreement. He said that clients have been informed of Hirsch's departure, and there have been no indications of the possible loss of business.

Hirsch's departure comes at a critical juncture for the toy business, as its annual "Toy Fair" takes place next week and the kids' upfront is on the horizon.

Kahn said he wishes Hirsch "the best of luck," and touted Razdin as "very accomplished in the toy business."

4Kids Entertainment programs a Saturday morning kids' programming block for the Fox affiliates. The block, originally called Fox Box, is now called 4KidsTV. Kahn says the change was made to take advantage of possible new media platforms where kids' programming could run.