The Lorax movie continues to generate buzz, but it’s not what Universal Pictures expected.
More than 70 movie tie-ins include everything from kid yogurt at the grocery store to promotions at Target. But since the March 2 film launch, there’s been a growing push-back against the in-school marketing campaign with Mazda. In the program, a child’s school earns $1,000 when a parent test-drives a Mazda.
Even budget-strapped school administrators are beginning to question the ethics of “using” students in such blatant marketing to parents.