What do you call it when you use other brands to help market your product?

Such as having Toy Story 3 playing in the background on a screen on an advertisement for television?

Or McDonalds using recent movie characters as toys for their Happy Meals?What do you call it when you use other brands to help market your product?
It's marketing through promotional advertising.



Let's say you have a business that sells medical equipment and you use some promotional product to advertise it. Like you use promotional umbrellas,bags and t shirts wherein your business logo is printed on those promotional products.
It's called "cross branding"What do you call it when you use other brands to help market your product?
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