BRISBANE, Australia – July 13, 2011 – Halfbrick, the leading Australian games studio behind the chart-topping mobile game Fruit Ninja, today announced the partial acquisition of award-winning animation studio, The People’s Republic of Animation (PRA). Following the critical and commercial success of several mobile and downloadable console titles including Fruit Ninja, this relationship will strengthen Halfbrick’s production capabilities while equipping the company to grow its IP across all gaming and entertainment platforms.
The strategic move will combine Halfbrick’s strengths in game design with PRA’s award-winning character animation and cinematic storytelling abilities. The first collaboration between the two companies will be an animated trailer for Halfbrick’s upcoming mobile game Machine Gun Jetpack, slated for a 2011 release. PRA’s work includes cinematics and trailers for video games, animated TV commercials and short films. PRA’s most recent short film, The Cat Piano (2009) made the Oscar shortlist for the “Best Animated Short” category at the 82nd Academy Awards in 2010.
“This is an important step for Halfbrick. We see their narrative focus as an incredible resource for creating new and truly compelling IP. Between PRA and Halfbrick, there is barely a screen we can’t reach,” said Shainiel Deo, CEO of Halfbrick.
“The Halfbrick team has built a culture that fosters creative brilliance and simply breeds success,” said Sam White, CEO of The People’s Republic of Animation. “We are very excited to be a part of Halfbrick, both to work with them to create exciting new gaming IP, and to continue to establish PRA one of the world’s leading animation studios.”
PRA, which recently won a number of awards at the Australian film awards circuits for its short film, The Cat Piano, is dedicated to providing a broad array of works in the art, entertainment and interactive fields. The company will continue to service new and ongoing clients in the advertising and games industry. Its games work includes cinematics and trailers for titles on all gaming platforms, including ModNation Racers, de Blob (1 and 2), The Last Airbender, Scooby Doo: First Frights, Hellboy: the Science of Evil, Pinata: Party Animals and Transformers: Revenge of the Fallen among others. In commercial production, PRA’s work includes award-winning TVCs for brands such as Bridgestone, Mitsubishi, Rundle Mall and Coopers, and more.