Corporations Kidnap the Lorax and Use Him to Greenwash Dangerous Products

Lorax MovieVia Common Dreams:

Environmentalists and child advocates are raising warning flags this week over the consumer-driven, corporate-sponsored ad campaigns and product tie-ins surrounding the movie version of Dr. Seuss’ ‘The Lorax’.  One of the most beloved children’s book authors of all time, Dr. Seuss published his environmental parable in 1971.

Generations of children have been moved by its powerful tale of how rampant greed and consumerism destroyed the forest of Truffula Trees and the Brown Bar-ba-loots, Swomee-Swans, and Humming-Fish that depended on them. But now, according to the Campaign for a Commercial-Free Childhood (CCFC), the book’s powerful message is in danger of being crushed by a real-life landslide of corporate greed after Dr. Seuss Enterprises, Random House, and Universal Pictures produced the film and sold licenses for the various product agreements.

In a statement accouncing their new campaign to ‘Save the Lorax!‘ the CCFC writes:

For more than forty years, Dr. Seuss’s classic book, The Lorax, has been a clarion call for reducing consumption and promoting conservation.  But this Friday, Universal Pictures’ The Lorax arrives in theaters with dozens of corporate partners promoting everything from SUVs to Pottery Barn to Pancakes.

For the campaign, the CCFC is urging anyone who cares about The Lorax’s original message to enjoy the story but pledge to shun the movie’s commercial tie-ins, including…

Read more here.

17 Comments on "Corporations Kidnap the Lorax and Use Him to Greenwash Dangerous Products"

  1. Jin The Ninja | Mar 2, 2012 at 12:07 am |

    All these reposts from Common Dreams are actually pretty great. I stopped reading it during the first election, but maybe i’ll go back.

    Secondly, ‘properties’ like the Lorax, were commercialised the second a commercial studio system produced the film; however because it is a children’s ‘property’ to actively promote consumerism within (lorax toy and film merch) and without (using the lorax to market goods unrelated to the film)
    is pretty sickening- as it is completely contrary to the message, and to the health of children who view the film. it’s propaganda 101 to hide a marketing message in a narrative medium.

    • Of course it is. We don’t want children learning do we Jin? Mindless little creatures they are, why shouldn’t they just buy our products?

      • Anarchy Pony | Mar 2, 2012 at 12:29 am |

        I think you just cracked the corporate psyche wide open.

      • Jin The Ninja | Mar 2, 2012 at 1:51 am |

         if you teach them to be good little consumer slaves when they`re young, they offer very little resistance as bigguns.

    • gwen jackson | Mar 3, 2012 at 3:18 am |

       almost all movies and tv are a form of propaganda. yawn.

      • Jin The Ninja | Mar 3, 2012 at 12:44 pm |

        that’s not quite my reading of it. pervasive yes, but not in everything. it’s more egregious in this instance because the original eco-centric themes have been displaced (or replaced?) by corporate propaganda- and because it’s specifically targeted at children. plenty of films and shows for that demographic serve a holistic purpose.

      • Anarchy Pony | Mar 3, 2012 at 2:06 pm |

        Your misanthropy is so very inspiring.

  2. DeepCough | Mar 2, 2012 at 12:09 am |

     Once again, I post the ORIGINAL animated adaptation written by Dr. Seuss himself.

    • Anarchy Pony | Mar 2, 2012 at 12:16 am |

      I like the story about the Sneeches better anyway.
      Also, I wonder if that’s where the Name of Ed Wuncler on the Boondocks comes from… Yes, wikipedia confirms that.

    • Mr Willow | Mar 2, 2012 at 1:17 am |

      A more succinct and sharp criticism of modern industrial, consumerist culture could not be asked for. 

  3. Heard about this on NPR. They then proceeded to whitewash it with the idea of “enlightened consumption” and how the original book wasn’t exactly wanted by the public.

  4. Anarchy Pony | Mar 2, 2012 at 12:15 am |

    In related news, local man is not surprised that the massive corporate establishment that is Hollywood is utterly hypocritical. 

    • DeepCough | Mar 2, 2012 at 11:05 am |

       Hey, hey, they’re not hypocritical–they’re capitalist. What’s the difference, uh……

  5. axisofinfinity | Mar 2, 2012 at 1:36 am |

    Tim and eric were right, no one should go see the lorax. I’ve held up to my end of the contract

  6. there’s something about irony being widely accepted, like the picture of closed circuit cameras at george orwell’s final resting place

  7. Holy product placement overload batman. Stop barfing on my childhood with corporate plugs. Remember this movie was about the DANGERS of greed and consumerism?

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