Interactive and creative production studio Animax Entertainment launched Kid Koncepts, a new division focusing on bringing established and emerging kids brands into virtual worlds.

The company is seeking to help clients develop their business case, investment, and launch plans for entertainment, toy, confection, publishing and other kid-focused brands interested in developing a presence in virtual worlds.

Animax's consulting services will include creative scoping, positioning, core functionality, site differentiation, business model development and financial modeling. Currently, Animax has several Kid Koncepts clients with virtual worlds scheduled to launch in the second and third quarters of 2009.

Based in Van Nuys, Animax's previous MMO experience includes TyGirlz.com, a virtual world targeted and girls at launched to accompany Ty Inc.'s line of Ty Girlz plush dolls.

Said Animax CEO Michael Bellavia: "We understand how complex and dynamic the kids virtual world market can be. Brands are looking for experts who can help them find their place in the market. Kids brands are increasingly focusing on the ROI -- in addition to creating a story-driven, branded experience. Kid Koncepts helps brands build a sustainable business case and implementation roadmap for success."