A Squared and Tata Elxsi Form New Joint Venture

Andy and Amy Heyward’s A Squared Entertainment have joined forces with Indian animation and vfx studio Tata Elxsi, the technology arm of the Tata Group, to form a new venture called A Squared Elxsi Entertainment (A2E2). The new org will create, develop and distribute original brands including animated entertainment, digital gaming and originally designed consumer products.

“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,” said kids’ entertainment veteran, Andy Heyward, co-president of 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.”

Andy Heyward

Tata Elxsi’s Visual Computing Lab (VCL) is a leading animation, visual effects and game development studio based in India, with a studio in Santa Monica, CA. VCL has earned numerous industry awards, including a VES Award for outstanding Animation for the feature Roadside Romeo.

Executives from A2 and Tata Elxsi celebrate the announcement of their new venture A2E2. L to R - S Nagarajan, Vijay Amritraj, Amy Heyward, Andy Heyward and Jayant Pendharkar.

A Squared Entertainment / Tata Elxsi

The new venture’s daily operations will be managed by the Heywards from the Los Angeles office. The partnership was orchestrated by Indian-born tennis superstar, international sports commentator and consultant Vijay Amritraj who introduced the parties and will remain on in an advisory role. Also serving an advisory role for the new venture is University of Southern California’s (USC) School of Cinematic Arts Dean, Elizabeth Daley.

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