A2 Enters JV in India

LOS ANGELES: A Squared Entertainment (A2) has pacted with India’s Tata Elxsi to set up a joint venture aimed at creating, developing and distributing original brands, including animated entertainment and digital gaming.

Tata Elxsi is part of the $70 Billion Indian business conglomerate Tata Group. Also part of the group, Tata Elxsi’s Visual Computing Lab (VCL) has multi-site production capabilities with studios in Indian and Los Angeles. A2, headquartered in Los Angeles, was set up by co-presidents Andy Heyward, former DIC Entertainment chief, and Amy Moynihan Heyward.

"Combining A2’s creative development, brand management and multi-media distribution expertise with Tata Elxsi’s exceptional animation capabilities and technological innovation gives us a tremendous advantage in today’s competitive children’s marketplace," said Heyward, co-president of A Squared. "Not to mention the powerful stable of brands that is already in development with personalities ranging from Warren Buffett to Martha Stewart, Gisele Bundchen and Stan Lee. This is just the start."

"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 and purposeful content of which we can all be proud of," said Madhukar Dev, the CEO and managing director of Tata Elxsi.