A Squared, Tata Elxsi form j.v.

A Squared Entertainment and Tata Elxsi have created a partnership named A Squared Elxsi Entertainment LLC. Partnership, introduced Thursday, is targeted at creating, developing and disbursing original top quality animated entertainment, digital gaming and consumer items. "Mixing A2's creative development, brand management and multi-media distribution expertise with Tata's exceptional animation abilities and technology provides for us a significant advantage in present day competitive kids' marketplace," stated A Squared co-leader Andy Heyward. "This new partnership will enable us to grow our resolve for creating and disbursing quality entertainment for children in most formats around the world,Inch stated A2 co-leader Amy Heyward. Tata Elxsi works an animation, visual effects and game development studio located in India having a studio in Santa Monica. Recent productions include films "Kerbside Romeo" (co-created by Disney and Yash Raj Films) and TV advertisements for Coke, Reebok and Wrigley. The brand new venture's daily procedures is going to be handled through the Heywards in the La office. The partnership was orchestrated by sports commentator Vijay Amritraj, an old professional tennis player who introduced the parties and can stick to within an advisory role. Also serving an advisory role is Elizabeth Daley, dean from the College of Los Angeles School of Motion picture Arts. She's the founding professional director from the USC Annenberg Center for Communication and also the professional director from the USC Institute for Multimedia Literacy. Contact Dork McNary at dork.mcnary@variety.com