Tata Elxsi ropes in US firm for kids animation

MUMBAI: US-based global kids entertainment firm A Squared Entertainment (A2) and Tata Elxsi have announced the formation of a joint venture company to develop and distribute original brands.

The JV, A Squared Elxsi Entertainment (A2E2), will create, develop and distribute original brands, including animated entertainment, digital gaming and originally designed consumer products, a company release said today.

"Combining A2's creative development, brand management and multi-media distribution expertise with Tata's animation capabilities and technological innovation gives us an advantage in today's competitive kids' marketplace," A2 President Andy Heyward said.

"We have a stable of brands that are already in production with personalities ranging from Warren Buffett to Martha Stewart, Gisele Bündchen and Stan Lee," he said.

The daily operations of the venture will be managed by Co-Presidents Andy and Amy Heyward from their Los Angeles office. The partnership was orchestrated by tennis superstar, sports commentator and consultant Vijay Amritraj.

"This venture will combine the best of creative and marketing skills from Hollywood and the animation production experience and scale of visual computing labs of Tata Elxsi to create meaningful content of which we can all be proud of," Tata Elxsi Visual Computing Lab Chief Operating Officer S Nagarajan said.