Universal and Illumination’s Next Film Dr. Seuss’ The Lorax Garners Support from Organizations and Businesses with a Common Goal of Natural Preservation
LOS ANGELES, Feb. 8, 2012 /PRNewswire/ — Universal Partnerships & Licensing (UP&L) today announced that it will partner with several marquee brands around the globe along with the United States Environmental Protection Agency (EPA) to support the 3D-CG feature release of Dr. Seuss’ The Lorax. This marks Universal’s third collaboration with Chris Meledandri’s Illumination Entertainment since the company was formed in 2007. Universal has also partnered with the United States Environmental Protection Agency (EPA) to help engage the youth of America in environmental protection. The announcement was made by Stephanie Sperber, President, Universal Partnerships & Licensing.
By bringing Dr. Seuss’ messages from “The Lorax” to consumers, UP&L and its partners hope to help empower consumers, young and old, to make more informed choices for their families and the environment, as well as support smarter, environmentally-conscious choices in everyday life.
To date, Universal has 69 partners globally totaling $58.4 million in media value. Domestic partners include; The Environmental Protection Agency, Seventh Generation, Whole Foods Market, HP, Mazda, Comcast, DoubleTree by Hilton, Pottery Barn Kids, Stonyfield Farms, and, returning for its second partnership with Universal and Illumination Entertainment, IHOP. This marks the first-ever major studio film promotion for Whole Foods Market and Seventh Generation and the first ever on-pack promotion for Stonyfield Farms.
Internationally, a wide variety of partners include; Clean Up Australia, De Hortus Botanicus Amsterdam, Eko Plaza Netherlands, Greenpeace Philippines, Natural History Museum of Milan Italy, Woodland Trust U.K. and World Wildlife Fund of Italy and Poland.
“For years The Lorax has been inspiring people of all ages to take part in protecting their environment. Dr. Seuss’ classic is an enduring and meaningful story about how valuable our environment is, and how we all have a responsibility to protect it,” said EPA Administrator Lisa P. Jackson. “The message of The Lorax goes hand-in-hand with the Energy Star program, which helps consumers take their own steps to cut energy use, shrink their carbon footprint and protect our planet.”
“The Lorax is a special story about making better choices and finding balance from a visionary author who has touched the hearts and minds of millions of children and families throughout the world,” said Sperber. “We’re honored to be a part of Chris Meledandri’s on-screen telling of this story and thrilled to have partners with promotional programs that will help foster awareness and dialogue around Seuss’ important message in the film.”
Highlights of Dr. Seuss’ The Lorax partnerships include recognizable brands that many consumers interact with every day (in alphabetical order).
Comcast’s Xfinity TV
Comcast’s Xfinity TV service, which currently offers thousands of kids choices and is one of the most popular viewed genres, will bring a number of unique offerings to viewers as well as promote Dr. Seuss’ The Lorax across its viewing platforms: Xfinity On Demand, XfinityTV.com and through the XfinityTV app. These offerings will be available across screens and will include special scenes from the film, environmentally themed messages from actors, behind-the-scenes interviews, and more. In addition, Xfinity TV will support the film’s debut and offerings through a variety of mediums such as advertising, press outreach and social media.
DoubleTree by Hilton
DoubleTree by Hilton hotels believes in a vision that little things and small actions can collectively make a world of difference both in our hotels and the environment. A multi-platform promotional campaign, including collateral at more than 230 U.S. and Canadian DoubleTree by Hilton hotels, will include two unique online sweepstakes from February 13 through April 29, 2012. The Tip Tree sweepstakes available on www.facebook.com/doubletree includes weekly movie and tree planting prize packs with a grand prize of a 2-night vacation (hotel accommodations, transportation and airfare for two included to any U.S. and Canada DoubleTree by Hilton hotel destination). The Eco-Trip sweepstakes available at www.doubletree.com/thelorax will feature a grand prize trip for four (airfare and accommodations included) to a DoubleTree by Hilton destination in Costa Rica.
Universal and The Lorax are joining forces with EPA to protect the climate with “Team ENERGY STAR.” The youth engagement initiative will include a PSA that features the film-based creative of the beloved Seuss story, as well as other youth outreach and educational materials starring The Lorax to help educate America’s youth about how they can help their families save energy at home.
HP is committed to responsible global citizenship throughout the organization, from conscientious product design and manufacturing to innovative materials use and support of progressive educational and environmental initiatives. In support of the movie sponsorship, HP encourages consumers globally to “Print Like The Lorax” by making eco-conscious choices when printing, such as responsibly sourced paper, energy-efficient printers and cartridges made with recycled plastics. Joining Universal and others in this endeavor is an extension of HP’s longstanding commitment to sustainability, environmentally friendly products and worldwide environmental leadership. HP’s participation elements include a national extension in-school program with Scholastic, which pairs science-based education materials with a writing contest that offers students the chance to win a $10K scholarship and other great prizes. Additionally, HP is unveiling a Dr. Seuss’ The Lorax themed printer App and Widget and easy access to Lorax content via in-store activations and dedicated online locations.
Following a hugely successful partnership with Illumination’s first film Despicable Me, IHOP is back bringing another fun and appetizing menu of Dr. Seuss’ The Lorax themed items. Available for a limited time, the menu will offer adults and children a range of new items including The Lorax’s Breakfast (Green Eggs & Ham), Rooty Tooty Bar-ba-looty Cone Cakes, Truffula Chip Whole Wheat Pancakes and Mac ‘n Cheese & Truffula Trees. All of IHOP’s kids’ menu items are under 600 calories. To demonstrate how one person can make a difference, IHOP restaurants nationwide will provide Dr. Seuss’ The Lorax themed activity books and bookmarks with seeds to encourage families to help IHOP reach its goal of planting 3 million trees. A substantial television campaign featuring custom animation, along with multiple point of sale items and a microsite on IHOP.com round out this program.
Mazda celebrates through the launch of its all-new SKYACTIV TECHNOLOGY, which is Mazda’s new generation of green car innovation that improves fuel efficiency without compromising performance. SKYACTIV TECHNOLOGY can be found in Mazda’s 2012 Mazda3 and the all-new 2013 CX-5 small crossover SUV, which boasts the best highway fuel mileage – 35 mpg – of any SUV sold in the U.S. Mazda’s program is led by fully integrated television spots featuring 100 percent custom animation. In addition, the promotion includes the “NEA Lorax Reading Tour: Driven by Mazda” cross-country tour to visit public schools, Mazda dealerships, news media, and other stops to promote the reading of Dr. Seuss’ book “The Lorax.”
Pottery Barn Kids
The Lorax will make in-store appearances at select Pottery Barn Kids locations during the film’s opening weekend with Lorax mustaches being distributed as part of planned “Read Across America” events at all Pottery Barn Kids locations nationwide during that same timeframe. Lorax themed activities, including movie ticket giveaways, will be featured on the official Pottery Barn Kids Facebook page. For more information please visit http://www.potterybarnkids.com/customer-service/store-events.html?cm_type=fnav.
Since 1988, Seventh Generation has provided environmentally-friendly household and personal care products that help consumers lessen their impact on 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.” Through Earth Month this year, Seventh Generation is encouraging their consumers to consider products that are “Lorax Approved.” At the cornerstone of their promotion, Seventh Generation will unveil a new liquid laundry detergent bottle made from 100 percent recycled cardboard and newspaper. The container, which prominently features Lorax images, uses 66 percent less plastic than typical 100 ounce 2X detergent bottles, allowing consumers to conserve effortlessly. 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. More than 13 million units of custom Lorax packaging across cleaning, dish, laundry, paper and baby products will move through Seventh Generation’s retail channels. Additionally, the company’s print and digital campaigns across national publications, websites and retail promotions will work to educate their consumers about sustainability, and introduce a new generation to healthy solutions for the air, surfaces, fabrics, pets and people within the home–and for the community and environment outside of it. To learn more about Seventh Generation visit http://www.seventhgeneration.com.
Stonyfield YoKids Yogurt
Organic yogurt leader Stonyfield has created an online destination (www.YoKidsYogurt.com) for kids and parents that features a Lorax-themed memory game, “Planet Protector,” tips to teach kids about ways they can take care of the Earth, and a contest offering a chance to win an organic garden for one local community. The program will be supported through on-pack stickers on all YoKids yogurt packs, including new YoKids Greek yogurt launching in February, as well as 4 million Stonyfield adult yogurt cup lids. Stonyfield will also distribute co-branded Lorax signage to 500 participating retail accounts and support the program through social media and email blasts.
Whole Foods Market
In its first-ever partnership with a major film studio, Whole Foods Market and Universal Pictures are teaming up to give kids with a passion for the planet a chance to win a private hometown screening of Dr. Seuss’ The Lorax through their “Kids for Our Planet” Facebook contest. Parents or teachers can enter a child or group of children who are actively making a difference by caring for the environment. In addition to the “Kids for Our Planet” contest, Whole Foods Market will have in-store signage, an online presence through their official Facebook page and run promotions coinciding with the movie launch, including ticket giveaways.
International highlights include (in alphabetical order).
Clean Up Australia
A leading independent charity focusing on environmental preservation and conservation, Clean Up Australia works with the communities, governments and businesses to provide practical solutions to help people live more sustainably every day. As part of their partnership with Universal, the first ever joint campaign for Clean Up Australia with a film, Clean Up Australia plans to launch their inaugural “Greenest Kids Award” which will include educational programs in schools as well as in-theatre activities.
De Hortus Botanicus Amsterdam
One of the oldest Botanical Gardens in the world, De Hortus Botanicus Amsterdam has more than 4,000 plant species growing in their garden and greenhouses including several endangered trees. In celebration of the Lorax, De Hortus will be creating a special tree route within the Garden. Additionally, children will be given a Lorax flyer before starting the route which will contain a quiz with questions children can answer for a chance to enter and win prizes.
Eko Plaza Netherlands
Eko Plaza is the leading Organic supermarket chain in Benelux. All products are organic and company processes focus on sustainability including such innovative strategies as using environmentally-friendly beetroot juice to cool their cold stores and freezer rooms. The Lorax campaign, a first for this retailer, will highlight the importance sustainability, and will be featured both in store and online.
Greenpeace is a global organization that acts to change attitudes and behavior, to protect and conserve the environment and to promote peace. In the Philippines, the Lorax promotion is a first for Greenpeace who has never before partnered with an animated film in South East Asia and will be featured in their “Be a Part of Saving the Environment” campaign with a percentage of Lorax ticket sales being donated to Greenpeace’s Tree Planting Initiative at Arroceros Forest Park.
Natural History Museum of Milan Italy
The mission of the Museum and its dedicated team is to get children, young people and families closer to the world of nature in a positive and interactive approach, by helping them better understand, love and respect the world in which they live. The partnership with the Lorax is the Museum’s most important activity of 2012, and the campaign will educate museum-goers as well as school children about the importance of protecting nature via in-museum materials as well as a toolkit to be sent out to schools. The toolkit will contain interactive, educational materials and encourage participation in a Lorax-themed project for which the school may then be entered into a contest for the chance to win school equipment such as computers and scanners. A selection of the best works will also be displayed in the Museum on a special day with Lorax-themed activities.
Woodland Trust U.K.
U.K.’s leading woodland conservation charity, Woodland Trust cares for more than 1,000 woods over 20,000 hectares (50,000 acres). Woodland Trust and the Lorax have partnered to support the Jubilee Woods project with a goal of planting 6 million trees.
World Wildlife Fund (Italy and Poland)
World Wildlife Fund’s (WWF) vision is to build a future in which people live in harmony with nature. The world’s leading conservation organization, WWF works in 100 countries and is supported by close to 5 million people globally. In collaboration with educational departments and schools in Italy and Poland, the WWF and the Lorax will educate the upcoming generation about the importance of nature and the environment. In Italy, the campaign will focus on planting seeds and trees in one of the habitats protected by the WWF and in Poland, school children will have the chance to enter a competition by producing a short documentary about WWF’s Earth Hour and eco-centric message of their choosing.
About Dr. Seuss’ The Lorax
From the creators of Despicable Me and the imagination of Dr. Seuss comes the 3D-CG feature Dr. Seuss’ The Lorax, an adaptation of the classic tale of a forest creature who shares the enduring power of hope. The animated adventure follows the journey of a 12-year-old as he searches for the one thing that will enable him to win the affection of the girl of his dreams. To find it he must discover the story of the Lorax, the grumpy yet charming creature who fights to protect his world.
Danny DeVito lends his vocal talents to the iconic title character of the Lorax, while Ed Helms voices the enigmatic Once-ler. Also bringing their talents to the film are global superstars Zac Efron as Ted, the idealistic youth who searches for the Lorax, and Taylor Swift as Audrey, the girl of Ted’s dreams. Rob Riggle plays financial king O’Hare, and beloved actress Betty White portrays 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
About Universal Partnerships & Licensing
UP&L oversees Universal’s consumer product licensing, film and home entertainment promotions, and all corporate alliances for Universal’s theatrical, home entertainment, theme parks and stage productions. This dedicated division is also responsible for monetizing the Studio’s vast library of films and characters through licensing, branding and marketing opportunities. UP&L is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.
SOURCE Universal Pictures