Toy market news

Dr. Seuss celebrates ‘The Lorax’ with sustainable brand partnerships

Dr. Seuss Enterprises is celebrating Earth Day in a big way by honoring the 50th anniversary of The Lorax.

The beloved tale of the title character who “speaks for the trees” is taking center stage in a new lineup of eco-friendly toys and consumer products, including home decor, pet toys, apparel, publishing, and more. Aurora World released an eco-friendly Lorax plush toy, while Bark is offering Lorax dog toys at Petco stores and in its BarkBox subscription boxes.

Other licensees released Lorax-themed items this year include Tentree (apparel), MantraBrand (bracelets), Tervis (drinkware), and the Chase Art collection by Leo Rijn (sculpture).

Random House Children’s Books is issuing an extensive refresh of The Lorax publishing program with books printed on recycled paper and digital editions in collaboration with Oceanhouse Media.

For each Lorax book sold at Barnes & Noble this month, Dr. Seuss Enterprises and Random House Children’s Books will donate $1 to One Tree Planted.