Possible Clues:

• Association
• Released book with film with string that's cool
• Adman's connection
• Cereal-box toy, maybe
• Period without Mark at home makes relationship
• Product based on e.g. a film or series
• Something associated with film, say, that is kept in can
• Make a connection with
• Co-ordinate publicity material linked to a film, say
• Co-ordinate neckwear, fashionable