Summary Box. ‘Lorax’ gets green tie-ins

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CORPORATE SPOKESMAN: Universal Pictures will begin promoting “Dr. Seuss’ The Lorax” this month with a host of commercial tie-ins.

ABOUT THE CHARACTER: The animated movie is about a creature who “speaks for the trees” and fights rampant industrialism in a retelling of the Dr. Seuss children’s book. Its release is set for March 2 in North America.

DETAILS: The tie-ins are for eco-friendly products. The studio has nearly 70 launch partners, including the U.S. Environmental Protection Agency and Whole Foods Market. By contrast, movie tie-ins once meant that kids got plastic toys thrown into their fast food meal containers.