THE UPCOMING FEATURE FILM Dr. Seuss' The Lorax from Universal/Illumination Entertainment is planned for release in March 2012. Based on the classic Dr. Seuss book from 1971 and featuring a timeless "greed vs. green" theme, The Lorax lends itself extremely well to messages and campaigns focusing on health, conservation and other environmental and ecological concerns. Plus Licens represents the promotional rights for the film in the Nordic countries, Russia and Central and Eastern Europe.

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The 3D CG-animated The Lorax is based on the 1971 book by Dr. Seuss. The major international success for family films such as How The Grinch Stole Christmas, The Cat in the Hat and Horton Hears a Who have shown the strength of the Dr. Seuss characters and stories also in territories without a publishing tradition of Dr. Seuss books.

The Lorax follows the journey of a boy as he searches for the one thing that will enable him to win the affection of the girl of his dreams. To find it, he must discover the story of the Lorax, the grumpy yet charming creature who fights to protect his world. Directed by Chris Renaud (Despicable Me) and Kyle Balda, the film focuses on the ecological battle between the curmudgeonly Lorax (voiced by Danny DeVito) and the tree-killing Once-ler (voiced by Ed Helms). Universal Pictures will develop a worldwide multi-million dollar campaign positioning The Lorax as a family event film.

The title character The Lorax has become a symbol for environmental conservation. Messages that promote change, believe in taking action and are sensitive to environmental concerns are heavily promoted through The Lorax story.

Illumination Entertainment was founded in 2010 as a family film production unit for Universal. The company is headed by Chris Meledandri, whose earlier production includes box-office blockbusters such as the Ice Age franchise. The first film from Illumination Pictures, Despicable Me, took in $540 million in worldwide box-office and became the world's 7th highest grossing film in 2010 as well as the 10th highest grossing animated film of all time. Universal Pictures has recently bought Mac Guff Ligne for Illumination Entertainment, a Paris-based CG animation studio which worked with Illumination on Despicable Me as well as on The Lorax. As Illumination Mac Guff, the studio will now work exclusively on Illumination’s fully CG movies such as the Despicable Me sequel and upcoming live-action/animation hybrid movies.