BURLINGTON, VT -- (Marketwire) -- 02/14/2012 -- Seventh Generation, the nation's leading brand of environmentally-friendly household products, today announced an educational partnership with Universal Pictures to mark the big screen debut of Dr. Seuss' The Lorax and bring the tale's crucial message of ecological hope and environmental action to a new generation of children and their parents. The animated adventure opens on March 2.
The extraordinary new 3D-CG feature follows the journey of a 12-year-old as he searches for a real Truffula Tree, the one thing that will enable him to win the affection of the girl of his dreams. To get it he must discover the story of the Lorax, the acerbic yet charming creature who fights to protect his world. Along his way he learns that the Lorax's environmental message couldn't be simpler: "Unless someone like you cares a whole awful lot, nothing is going to get better. It's not."
"That idea is at the heart of everything we do," said Seventh Generation CEO John Replogle. "It's why we come to work in the morning. The new movie gives us a once-in-a-lifetime opportunity to introduce this message to new ears and spread it to places we wouldn't otherwise be able to reach. We want to 'put on our Bar-ba-loot suits' and take full advantage of the fantastic chance the Lorax offers to empower people of every stripe to make a positive difference."
To encourage consumers to "live like the Lorax," the company will be growing an entire forest of initiatives around the movie's March 2 opening. Lorax messaging on every Seventh Generation label will let consumers know that protecting the Earth and keeping their families healthy can be as simple as making the right shopping choices. Special Dr. Seuss' The Lorax screenings in select cities will combine with panel discussions to underscore the importance of individual actions. A commemorative Lorax scrapbook for families has been created, and a series of special contests will award high-efficiency (HE) washer-dryers, green cleaning kits, diapers, a trip to see the Redwoods and even a town-wide eco-makeover. These and other activities will lead into the company's Earth Month events in April.
Seventh Generation is also embarking on a nationwide rollout of its new 4X Liquid Laundry Detergent, with a hyper-concentrated formula that not only conserves resources but comes in an innovative new bottle -- which features a fiber shell made, believe it or not, from 100% post-consumer recycled cardboard and newspapers. The new bottle, designed and manufactured by Seventh Generation's partner Ecologic Brands, is 100% recyclable, uses 66% less plastic and saves all kinds of things from landfill space to energy and trees.
"We want to join with Universal Pictures and Illumination Entertainment to celebrate the legacy and the meaning of The Lorax," said Replogle. "It's a way to bring a little fun to some issues that often aren't and help out the Swomee-Swans, Bar-ba-loots, the Humming-Fish and everything else along the way."
About Seventh Generation
Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Our products are healthy solutions for the air, surfaces, fabrics, pets and people within your home - and for the community and environment outside of it. Seventh Generation also offers baby products that are safe for your children and the planet. The company derives its name from the Great Law of the Iroquois Confederacy that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, and making the world a better place for this and the next seven generations.
For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the company's Corporate Consciousness Report.
About Dr. Seuss' The Lorax
From the creators of Despicable Me and the imagination of Dr. Seuss comes the much anticipated feature Dr. Seuss' The Lorax, a 3D-CG adaptation of the classic tale of a forest guardian who shares the enduring power of hope. The animated adventure follows the journey of a 12-year-old as he searches for a real Truffula Tree, the one thing that will enable him to win the affection of the girl of his dreams. To get it he must find the story of the Lorax, the acerbic yet charming character who fights to protect his world.
Lending their vocal talents to the project are Danny DeVito as the iconic title character of the Lorax and Ed Helms as the enigmatic Once-ler. Also bringing their voices to the adventure are global superstars Zac Efron as Ted, the idealistic youth who searches for the Lorax, and Grammy Award winner Taylor Swift as Audrey, the girl of Ted's dreams. Rounding out the cast are Rob Riggle as the villain O'Hare, Jenny Slate as Ted's protective mother and beloved actress Betty White as Ted's wise Grammy Norma.
Dr. Seuss' The Lorax is the third feature created by Universal Pictures and Illumination Entertainment (Despicable Me, Hop). www.theloraxmovie.com