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When the very last Truffula tree is cut down, the Once-ler's family abandon the business, and the Lorax "lifts" himself into the air and vanishes, and leaves behind only a stone platform marked with the word "UNLESS". The Lorax continues begging the Once-ler to stop, and showing him the damage, but is still ignored. The Once-ler's Thneed business quickly grows in size and popularity, and more and more trees are cut down to make more, as the shop grows into a factory, and the forest becomes more and more damaged and polluted, driving off the local fauna.
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The titular Lorax appears from the stump of the first tree he chops down and insists that he stop, but a passerby purchases the first Thneed, encouraging the Once-ler to start a business making Thneeds. The Once-ler is a man, or similar, who came to a bright forest of Truffula trees to set up shop and make a garment called the "Thneed" out of the trees' fluffy foliage. Now listen here, Dad! All you do is yap-yap and say, Bad! Bad! Bad! Bad! Well, I have my rights, sir, and I'm telling you I intend to go on doing just what I do! And, for your information, you Lorax, I'm figuring on biggering, and BIGGERING, and BIGGERING and BIGGERING.! Turning MORE Truffula Trees into Thneeds which everyone, EVERYONE, EVERYONE needs!