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Content Canada 2019

A Squared, Tata link for kids’ venture

US children’s media group A Squared Entertainment is launching a joint venture with Indian conglomerate Tata Group, with plans for animated content, digital games and new brands.

A Squared and Tata’s digital design and animation firm Tata Elxsi yesterday signed a memorandum of understanding to launch a venture out of the latter’s headquarters in Bangalore.

“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 A Squared’s co-president Andy Heyward.

A Squared is already developing brands with personalities ranging from Warren Buffet, Martha Stewart, Gisele Bündchen and Stan Lee and plans to include them in the venture.

Tata Elxsi’s CEO Madhukar Dev said the partnership would combine “the best of creative and marketing skills from Hollywood” with his company’s animation and production expertise.

Former DIC Entertainment head Heyward launched A Squared with marketing guru Amy Moynihan Heyward in 2009. Tata Elxsi is part of Indian business giant Tata Group, which is worth around US$70bn.

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