Tata Elxsi enters into JV with A Squared

BANGALORE, INDIA: Tata Elxsi, part of the Tata Group and children's entertainment company A Squared Entertainment have entered into a Memorandum of Understanding (MoU) to form a joint venture (JV) company to create, develop, and distribute original brands, including animated entertainment and digital gaming for children.

The two companies aim to combine the best of the creative and marketing skills from Hollywood and the animation production to create content for children, said a press release.

“Combining A Squared's creative development, brand management and multimedia 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 Andy Heyward, co-president, A Squared.

According to Madhukar Dev, CEO and managing director of Tata Elxsi, “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.”

He added that Tata Elxsi's Visual Computing Lab has been associated with award winning animation and VFX projects for motion pictures, television programs and TV commercials.

Tata Elxsi also brings game development experience across multiple platforms, the release added.