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Summary Box. 'Lorax' gets green tie-ins

In this image released by Universal Pictures, the character known as The Lorax, voiced by Danny DeVito, is shown in a scene from the animated film, "Dr. Seuss' The Lorax." Universal Pictures' “Dr. Seuss' The Lorax” is going green, and not only with green eggs and ham. The studio has lined up an impressive list of eco-friendly launch partners that includes for the first time the U.S. government's Environmental Protection Agency and Whole Foods Market. These partners and others are getting behind an animated movie, set for release March 2 in North America, about a creature who “speaks for the trees” and fights rampant industrialism in a retelling of a Dr. Seuss children's book first published in 1971. (AP Photo/Universal Pictures)

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The Associated Press 9:56 AM Wednesday, February 8, 2012

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.

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February 08, 2012 02:53 PM EST

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