Highlights | Industry News


7 Apr - 2021

Eco-Friendly Partnerships for the Iconic Book’s Milestone Year Includes Apparel and Accessories, Pet Products, Home Decor, and Publishing Including Tentree and BarkBox Among Others.

Dr. Seuss Enterprises is celebrating Earth Day and the seminal 50th anniversary of the iconic book, The Lorax, with a lineup of sustainable brand partnerships to further enhance the book’s strong message of environmental activism. The beloved character speaks for the trees with a wide range of new eco-friendly products including, pet toys, home decor, apparel, publishing and more tied to Earth Day this year.

To celebrate the 50th anniversary in style, fans will be able to dress themselves up in apparel and accessories collaborations inspired by The Lorax and its bright colorful Truffula Trees. Tentree, a sustainable apparel brand, designed an eco-friendly Lorax collection, consisting of hoodies, crewnecks, sweatpants and tees for adults and children, which are currently available at retail. Also inspired by the book’s activism theme is the newest MantraBand engraved bracelet, with the iconic Lorax quote “Unless Someone Like You Cares A Whole Awful Lot,” which is a reminder to always use your voice to make change.

The magical story of The Lorax jumps off the page with new entertainment and publishing deals throughout the year. Adding to the strong lineup of anniversary partnerships is the rollout of Random House Children’s Books’s robust publishing program with brand new The Lorax books printed on recycled paper.  New to the catalog this year is The Lorax Deluxe Doodle book, which is out now, followed by The Lorax: 50th Anniversary Edition, Dr. Seuss’s Thank You For Being Green And Speaking For The Trees, Let’s Go to the Garden! With Dr. Seuss’ Lorax, with more to come this Spring. Additionally, through a partnership with Oceanhouse Media, The Lorax comes to life on iPads and iPhones in the digital book edition with playful interactivity, animations and fun activities.

Retailers across the country will also celebrate The Lorax, including a program launching at Barnes & Noble with One Tree Planted, a 501(c)(3) nonprofit with a focus on global reforestation. For every copy of The Lorax and related titles sold at Barnes & Noble, in stores and online, during the month of April, Dr. Seuss Enterprises and Random House Children’s Books will donate $1 to One Tree Planted, resulting in one tree planted.

Dr. Seuss Enterprises is making its mark in an untapped category with BARK, the maker of BarkBox, for a line of sustainable dog toys. Debuting in April for BarkBox subscribers and in Petco stores, our furry fans will be able to play with and chew on Lorax-themed toys, all made with environmentally friendly materials.  As part of its partnership expansion, Aurora, the world’s leading manufacturer and distributor of plush toys and gifts, has released a new eco-friendly Lorax plush toy, and Tervis, maker of expressive and sustainable drinkware, has rolled out a Lorax inspired collection of travel tumblers. Bring The Lorax right into your home with the Chase Art collection by artist Leo Rijn for a limited edition maquette sculpture featuring the Lorax character.

In celebration of Earth Day 2021, The Old Vic Theatre in London is presenting the iconic Dr. Seuss book The Lorax for six live-streamed performances as part of the OLD VIC: IN CAMERA series.  David Greig and Charlie Fink’s Olivier Award-nominated adaptation, directed by the award-winning director Max Webster,  is inventively transformed into a semi-staged pint-size version to keep young (and older) minds entertained, enchanted and empowered with its central message of protecting the planet. The production, which features Hamilton star Jamael Westman as the Oncel-er debuts April 14 through the 17th.

The Lorax, which was first published in 1971, quickly became a cultural phenomenon with an important and hopeful message about our environment. Over the past 50 years, the book has encouraged children to not only speak up for the protection of our trees, but to also use their voice to help make change because “unless someone like you cares a whole awful lot, nothing is  going to get better. It’s not.”  The Lorax has truly become part of the modern cultural lexicon with a star studded feature film, a robust publishing catalog, and hundreds of partnerships with brands at the forefront of pop culture.

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