Abstract
In 2012, The Lorax, an animated big-budget version of Dr. Seuss’s classic cautionary tale about overconsumption and greed, arrived in theaters. Accompanying its release was a slew of brand-licensed cross-promotions targeted directly to kids. Children were encouraged to visit stores like Pottery Barn Kids, Target, and Whole Foods for Lorax-themed promotions, to eat Truffula Chip Pancakes at the breakfast chain IHOP, to pack their lunches with Lorax YoKids Yogurt, and to urge their parents to buy Hewlett-Packard printers.
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Notes
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Golin, J., Campbell, M. (2017). Reining in the Commercialization of Childhood. In: EarthEd. State of the World. Island Press, Washington, DC. https://doi.org/10.5822/978-1-61091-843-5_13
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