The goal of the newly created entertainment group launched yesterday that brings prodco Parthenon and IP manager Entara under one shingle is to create a medium-sized full-service company focused on quality rather than quantity, says Carl Hall, founder of Parthenon Entertainment and CEO of the group.

‘We could be a new force in the kids business very quickly,’ said Hall, on the line from his London office just hours after announcing the deal made possible by the substantial (yet undisclosed) backing from private investor Arkaga Fund.

For those wondering about how the new outfit will function, both Entara and Parthenon will continue operating in their current incarnations. Parthenon will handle the television and distribution side of the business, while Entara will continue to work on the series it already has in production, including a new version of Brit classic The Magic Roundabout. However, while working on its own licensing programs, Entara is also starting to build out opportunities for series in Parthenon Kids’ portfolio. In the future, Hall said, the combined entity might be in line for a new name.

The new CEO also said that moving forward, the duo is focusing on producing a wide-range of kids content together that spans demos from preschool to tweens.

While only a few weeks away from announcing the greenlighting of four new series, Hall said that Kat & Cat, a 52 x 15-minute CGI series aimed at girls four to seven, is in production, and it will likely be the first Parthenon property to get the full merch treatment from Entara.

Hall also pointed to the addition of industry vet Theresa Plummer-Andrews as non-executive director to Parthenon Kids, as a key to keeping the quality level high.

‘With [Plummer-Andrews], we can be sure to have hand-picked quality programs, and to be a fresh venue for producers,’ he said.