There’s a bit of a backlash brewing over the mountain of tie-in promotions for “Dr. Suess’ The Lorax,” which is the PG-rated family animated film from Universal Pictures set to premiere Friday.
“I personally think that Sr. Seuss would only be disappointed that ‘The Lorax’ has only 70 product tie-ins,” said a deadpan Stephen Colbert on a Comedy Central skit. Colbert continued in a Dr. Seuss-like silly rhyme. “So to producers of the movie I say, this cash-taculous sell out is not quite enough. I’m demanding more branding of Loraxian stuff.”
At about the same time, advocacy group OpenPlans’ Rethinking the Automobile project announced a campaign to reverse “crass commercialization” of “The Lorax” because of the movie’s tie-in to a Mazda car. “Since the launch of the (Mazda) commercials, ‘Lorax’ fans worldwide have been posting their disapproval online,” says an OpenPlans press release. “Their posts share a common theme — using the ‘Lorax’ to sell automobiles is misleading to children and against the spirit of the original book.”
Ouch! A lesson here for marketers is to tread carefully when a children’s property is involved.
Within 24 hours, other groups joined the protest. The Campaign for a Commercial-Free Childhood “urged parents and others to boycott purchases and any support of products/services” touted in “The Lorax” tie-ins, says a Media Post article. CCFC “contends that the messages of ‘reducing consumption and promoting conservation’ in Dr. Seuss’ 1972 book classic are being exploited to push consumption messages to kids.”
Separately, Change.org is circulating an online petition urging Mazda to back away from the movie.
Three weeks ago, Universal issue a press release touting 69 promotional partners.
As Colbert says in his skit with mock seriousness, “And everybody knows, the more tie-ins, the more good something is.”
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