Licensing News

Seuss License Partners Celebrate 50 Years of The Lorax

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Dr. Seuss Enterprises is celebrating Earth Day and the 50th anniversary of The Lorax with a line-up of sustainable brand partnerships to further enhance the book’s message of environmental activism. A wide range of eco-friendly products including pet toys, home decor, apparel, publishing, and more tied to Earth Day this year will celebrate the titular character that “speaks for the trees.”

First published in 1971, the Lorax has shared a hopeful message about the environment, encouraging children over the past 50 years to not only speak up for the protection of trees, but to also use their voices to help make change because “unless someone like you cares a whole awful lot, nothing is  going to get better. It’s not.”

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, has 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 Lorax quote “Unless someone like you cares a whole awful lot,” a reminder to fans to use their voices to make change.

The story of The Lorax jumps off the page with new entertainment and publishing deals throughout the year. Adding to the line-up of anniversary partnerships is the roll out 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’ Loraxwith more to come this Spring. Additionally, through a partnership with Oceanhouse Media, The Loraxcomes to life on iPads and iPhones in the digital book edition with playful interactivity, animations, and 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, 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, 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. Additionally the Chase Art collection by artist Leo Rijn is releasing a limited edition maquette sculpture featuring the Lorax character.

In celebration of Earth Day 2021, The Old Vic Theatre in London is presenting the The Lorax book 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 transformed into a semi-staged pint-size version to deliver its central message of protecting the planet to young (and older) audiences. The production, which features Hamilton star Jamael Westman as the Oncel-er, debuts April 14 through 17.

Susan Brandt, President of Dr. Seuss Enterprises, said, “The Lorax has always been a beloved Dr. Seuss story and introduces children to why we need to protect our planet through a beautiful story. We are proud to celebrate the 50th anniversary of the book in 2021 and further encourage our readers to speak out and make change in our world. This year we are partnering with a wide range of brands, such as Tentree, BarkBox, and more, to create sustainable products that will continue spreading The Lorax’s message.”