JAMAICA'S first full-fledged animation facility, Reel Rock GSW Studio, was launched Monday evening at its Braemar Avenue headquarters in St Andrew.

The company, which has a 12-member staff, is headed by directors Lorna Green, Wayne Sinclair and Fayval Williams. According to Sinclair, Reel Rock GSW Studio will work on various projects, a lot of them educational.

One is an animated guide to the importance of intellectual property which Sinclair says should be complete in a year's time.

This is being done in collaboration with the Jamaica Intellectual Property Office (JIPO).

Sinclair told the Jamaica Observer that Reel Rock GSW Studio is in discussions with Bento Box out of Hollywood, California, and Paris-based Studio Red Frog on possible ventures. Sinclair believes there is a lot of scope for local animation.

"It (animation) is an industry that is ripe for the talents that we have here. Because we are very deep in our creativity in all areas and animation touches all areas of the creative industry, not just illustration and artistry," he said.

One of Reel Rock GSW Studio's strategic partners is Toon Boom Animation Incorporated, located in Montreal, Canada.

Joan Vogelesang, president and CEO of Toon Boom Animation, said her company's software enables Reel Rock to collaborate with studios around the world.

"We will introduce this studio to as many international studios as we can. We are in 122 countries and we deal with every major studio in the world," Vogelesang said.

Minister of Science, Technology and Mining Phillip Paulwell was also at the launch and shared his perspective with the Observer.

"I am thoroughly impressed with the unfolding of this venture. It is clear to us that Jamaica can corner a significant share of this animation market," he said.