The entanglement production in bipartite quantum systems is studied for initially unentangled product eigenstates of the subsystems, which are assumed to be quantum chaotic. Based on a perturbative computation of the Schmidt eigenvalues of the reduced density matrix, explicit expressions for the time-dependence of entanglement entropies, including the von Neumann entropy, are given. An appropriate rescaling of time and the entropies by their saturation values leads a universal curve, independent of the interaction. The extension to the nonperturbative regime is performed using a recursively embedded perturbation theory to produce the full transition and the saturation values. The analytical results are found to be in good agreement with numerical results for random matrix computations and a dynamical system given by a pair of coupled kicked rotors.