A Squared, Tata Elxsi Sign Joint Venture MOU for Animation, Gaming Brands

The VFX company owned by India's largest business conglomerate is moving further into 3D and animation services.

NEW DELHI -- Multimedia design, animation and VFX player Tata Elxsi and Los Angeles-based children's entertainment company A Squared Entertainment (A2) announced a joint venture memorandum of understanding to “create, develop and distribute original brands, including animated entertainment and digital gaming.”

Owned by the $70 billion Tata Group, India’s largest business conglomerate, Tata Elxsi's credits include its 3D animation services for Disney's first Indian animation feature, 2008's Roadside Romeo, co-produced with veteran Bollywood banner Yash Raj Films.

Tata Elxsi’s Visual Computing Lab has been associated with award-winning animation and VFX projects for motion pictures, television programs and TV commercials offering multi-site production capabilities via studios in India and Los Angeles. Tata Elxsi also brings game development experience across multiple platforms.

Created by co-presidents Andy Heyward and Amy Moynihan Heyward in 2009, A2 Entertainment is a full-service brand entertainment company that creates, develops, produces, programs, markets, merchandises and distributes content across all channels.

A2 Entertainment has produced the Secret Millionaire's Club with billionaire Warren Buffett and Gisele & the Green Team with supermodel Gisele Bündchen while upcoming series include Martha & Friends, a new animated series featuring a 10-year old Martha Stewart, and Stan Lee Comics, a new label of superheroes created with the legendary Stan Lee.

“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 A-Squared co-president Andy Heyward.

“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 Tata Exlsi CEO and managing director Madhukar Dev.