Dr. Suess' anti-industrial crusader, The Lorax, is about to become a big-time corporate spokesman.
Universal Pictures will begin promoting its latest movie featuring the character from the rhyming children's books this month with a host of commercial tie-ins for eco-friendly products.
The animated movie, "Dr. Suess' The Lorax," is set for release
March 2 in North America.
It's about a creature who "speaks for the trees" and fights rampant industrialism in a retelling of the classic first published in 1971.
The studio's nearly 70 launch partners - including the U.S. Environmental Protection Agency and Whole Foods Market - are seeking to latch onto the Lorax's nature-friendly message.