Children’s entertainment company A Squared Entertainment and Indian design outfit Tata Elxsi have teamed on a joint venture to create, develop and distribute original brands. Venture aims to encompass animated entertainment and digital gaming initiatives, among other efforts.

Venture will integrate the technical and design talents of some 3,500 professionals in the sectors, melding creative and marketing skills from Hollywood with Tata Elxi’s animation production experience.

“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 Andy Heyward, co-prexy of A Squared.

Heyward was founder and CEO of kidvid powerhouse DIC Entertainment, and produced more than 5,000 hours of children’s entertainment.

The deal was signed at Tata Elxsi’s headquarters in Bangalore, India.

Tata Elxsi’s visual computing lab has already been associated with animated and VFX related film, TV and commercial projects and A Squared’s branding services will help promote those resources over numerous platforms.