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A Squared Inks India Deal

A Squared Entertainment and Tata Elxsi, the technology arm of India-based USD Tata Group, have partnered to form a joint venture, A Squared Elxsi Entertainment, in India. A2E2 will create, develop and distribute original brands, including animated enterta

A2E2 will create, develop and distribute original brands, including animated entertainment, digital gaming and consumer products.

Tata Elxsi will handle the technical design and development programs technology products including gaming, multi-media and high-performance computing. The Industrial Design division of Tata Elxsi provides end-to-end brand and product development services, including consumer electronics and digital user experiences.

A2 will contribute brand development, creative entertainment, global distribution and consumer retail products expertise to create and develop new entertainment experiences for kids.

The new venture’s daily operations will be managed by co-presidents Andy and Amy Heyward from the Los Angeles office. Consultant Vijay Amritraj, who orchestrated the partnership, will remain on in an advisory role. 

"Combining A2’s creative development, brand management and multi-media distribution expertise with Tata’s exceptional animation capabilities and technological innovation gives us a tremendous advantage in today’s competitive kids’ marketplace," says Andy Heyward, co-president, A2. "Not to mention the powerful stable of brands that are already in production with personalities ranging from Warren Buffett to Martha Stewart, Gisele Bündchen and Stan Lee."

"We are very pleased to collaborate with Andy and Amy Heyward," says S. Nagarajan, chief operating officer of Tata Elxsi’s visual computing lab. "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.”

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