From Colgate to Yakult and from Myntra to Macmerise, several brands in India want to be associated with the upcoming film Finding Dory , the tale of the friendly-but-forgetful blue tang fish, Dory.

The Disney-Pixar production is the sequel to the popular Oscar-winning animation film Finding Nemo and is releasing after a decade.

The studio said this was the highest number of brand associations for an animation movie in India.

As many as 16 brands have got on board for branded consumer products across categories that include apparel, toys, bedsheets, mobile covers, power banks, mugs, frames and books. Myntra, Bioworld, Trucare, Parragon India, Hamleys, Macmerise, Hamee, Raghuvir Lifestyle and FirstCry are among those that have either signed up to launch branded merchandise or for retail and e-commerce tie-ups.

Brands such as Colgate and Yakult have signed up for co-branded media promotions. Abhishek Maheshwari, VP and Head, Consumer Products, Disney India, said animated content has a strong affinity with kids and families worldwide, and has been growing in the Indian market, too.

The production house believes that besides kids, the movie will also find traction among fans of Finding Nemo who have now grown up to be young adults and parents.

Maheshwari said: “It’s heartening to see Indian brands opening doors to collaborate on animated films and we are proud to have 16 brands on board, which is by far the highest for any animation film.”

The movie is slated to be released this Friday in Hindi and English in 2D, 3D and IMAX formats over 600 screens.

Talking about the association with the movie, Manu Sharma, Head of Products, Hamleys India, said besides retailing a range of toys based on the characters of the movie, it is also conducting Dory-related experiential activities for kids across its stores.

“Such strategic tie-ups with movies help us engage with kids as well as create brand-stickiness,” he said.

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