LOS ANGELES (AP) — The Lorax, perhaps the most famous anti-industrial crusader from children’s literature, is getting support from companies that are willing to go green.

With a host of commercial tie-ins — albeit for eco-friendly products — Universal Pictures will begin promoting “Dr. Seuss’ The Lorax” this month. The animated movie, set for release March 2 in North America, is about a creature who “speaks for the trees” and fights rampant industrialism in a retelling of the Dr. Seuss children’s book first published in 1971.

The studio’s nearly 70 launch partners — including the U.S. Environmental Protection Agency and Whole Foods Market — are seeking to latch onto the Lorax’s nature-friendly message.

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