Animax Announces Branded Entertainment Division

Animax Entertainment announced a joint venture today with digital studio Unplugged TV  to create Animax Unplugged, a Branded Entertainment Division. Animax, at least, already has a fair amount of experience in branded content, developing and operating both of Ty's virtual worlds, Beanie Babies 2.0 and Ty Girlz, among non-virtual world campaigns. The goal is to, first, focus on original branded content and, second, look at multi-platform interactive campaigns combining casual games, Facebook and iPhone applications, and widgets. "Brands are well-aware that traditional advertising tactics are losing effectiveness. Animax Unplugged creates the perfect union by melding entertainment, branding, and interactive experiences,"  Tim Jones, COO of Animax, said in a statement. "Our philosophy is simple -- by creating truly engaging content we can transform individuals within a target demographic into product evangelists and brand ambassadors."