Dentsu is working with a California-based toy company, Jakks Pacific-- they make toys for, of all things, Blue's Clues and the WWF, along with a variety of other franchises (and those arcade joystick things with a dozen classic games built-in) --to create a new anime. Cartoon. Thing.
It's called Monsuno, and the story sounds like it would be cooler as a setup for a horror movie than a Saturday morning 25-minute cartoon commercial: "reawakened monster DNA...finds is way into the unsuspecting hands of adventure-seeking lads."
What, precisely, an adventure-seeking lad can do with a handful of DNA is surely questionable, but more importantly, Anime Nation puts it best: "whether this genuinely qualifies as 'anime' may be up for debate."
UPDATE: Mitsuharu Inoue, the producer of another toy-based franchise, Bakugan Battle Brawlers, is going to be creative director.