MUMBAI: Tata Elxsi, the technology arm of the Tata Group, partnered with A Squared Entertainment (A2), an international kids? entertainment company, to form A Squared Elxsi Entertainment (A2E2).

Together, they will create, develop and distribute original brands, including animated entertainment, digital gaming and originally designed consumer products.

Tata Elxsi Visual Computing Lab COO S Nagarajan said, "We are pleased to collaborate with Andy and Amy 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."

This technological innovation and expertise will be combined with A2?s brand development, creative entertainment, global distribution and consumer retail products expertise to create and develop new entertainment experiences for kids in an entirely new way, the company said.

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

The new venture?s daily operations will be managed by co-presidents Andy and Amy Heyward from the Los Angeles office. Also serving an advisory role for the new venture would be Southern California?s (USC) School of Cinematic Arts Dean, Elizabeth Daley who joins the newly formed A2E2 Board of Directors.