Trend

Toy story

Why Indian companies are tying up with Hollywood releases

Want to know what the next big kiddie movie is? Just walk into the nearest golden arches and grab a Happy Meal. Your clue will be the dinky little toy in the box — perhaps an ogre, a hippo or even a mammoth. But while McDonald’s is the undisputed king of co-branded movie merchandise, it’s not the only one. Increasingly, Indian companies are finding films as an effective way of interacting with their consumers.