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.