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.


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