Ted Wiggins is an idealistic 12-year-old boy who lives in "Thneedville". Thneedville is a walled city that, aside from the human citizens, is completely artificial; everything is made of plastic, metal, or synthetics. Ted has a crush on a local environmentalist named Audrey, who wants to see a "real" tree more than anything in the world. Ted, in turn, decides to try to find a real tree to impress Audrey. His energetic Grammy Norma secretly tells Ted the legend of the Once-ler, who will tell anyone about trees if brought fifteen cents, a nail, and a shell of a great-great-great grandfather snail. When Ted leaves Thneedville in search of the Once-ler, he discovers that the world outside the city is a contaminated, empty wasteland, much to his dismay. Once Ted finds him, the Once-ler agrees to tell Ted about the trees on the condition that he listens to the story over multiple visits. Ted agrees; on his way home, however, he encounters the mayor of Thneedville, Aloysius O'Hare, who is also the proprietor of a bottled oxygen company that sells fresh air to Thneedville residents. O'Hare explains to Ted that trees produce oxygen free of charge, and for that reason, he considers it a threat to his business whenever he hears people talking about them. After revealing to Ted that he has 'security cameras' all over the city, O'Hare pressures the boy to stay in town. Ted continues to sneak out of O'Hare's sight (with his grandmother's encouragement) and learns more of the trees' history.
Over Ted's various visits, the Once-ler recounts the story of how he departed his family to make his fortune. After stumbling upon a lush Truffula Tree forest, the Once-ler meets the guardian of the forest, the Lorax, after cutting down a Truffula Tree. The Lorax urges Once-ler to leave the forest, but Once-ler refuses. Eventually, the Once-ler promises not to chop another tree down, and the two seem to begin a friendship of sorts. Then, the young businessman's Thneed invention becomes a major success and Once-ler's family arrives to participate in the business. At first keeping his promise, the Once-ler continues Thneed production by harvesting the Truffula Tree tufts in a slow, but sustainable manner. However, soon his greedy and lazy relatives convince him to resume chopping down the trees. Over time, the Once-ler's deforestation spirals into a mass overproduction. Flushed with wealth, the Once-ler rationalizes his short-sighted needs into arrogant self-righteousness, and the Lorax's helpless protests do not stop him. The Once-ler pollutes the sky, river, and landscape, until the last Truffula Tree falls. With no further chance of business, he is left broken and abandoned by his family. And with the region uninhabitable because of his business's pollution, the Lorax sends the animals off to find a new place to live before he departs into the sky, leaving only a stone-cut word: "Unless". Distraught and ruined, the Once-ler became a recluse.
After he finishes telling his story, the Once-ler finally understands the meaning behind the Lorax's last message, and gives Ted the last Truffula seed in hopes that he can plant it and make others care about real trees once more. Ted's desire to impress Audrey is now a personal mission to remind his town of the importance of nature. O'Hare, still determined not to have trees undercut his business, takes heavy-handed steps such as covering Audrey's nature paintings, closing off the door that Ted uses to see the Once-ler, and forcibly searching Ted's room for the seed. Ted enlists his family and Audrey to help plant the seed, which has begun to germinate after coming into contact with water. O'Hare and his employees pursue the dissidents until they manage to elude him and reach the town center. When Ted finally attempts to plant the seed, he is interrupted by O'Hare, who rallies the population to stop them. To convince them otherwise, Ted takes an earthmover and rams down a section of the city wall to reveal the environmental destruction outside, thereby showing the citizens what O'Hare is encouraging. Horrified at the sight and inspired by Ted's conviction, the crowd defies O'Hare, with his own henchmen expelling him from the town. The seed is finally planted, and Audrey kisses Ted on the cheek. Time passes and the land starts to recover; new trees sprout, the animals begin to return, and the redeemed Once-ler is happily reunited with the Lorax who has also returned.
The Once-ler
Both the book and TV special never reveal the Once-ler's face, but instead throughout the book, the Once-ler is pictured by what appear to be green arms and yellow eyes. But the line "...his secret strange hole in his gruvvulous glove," shows that the Once-ler may not actually have hands or arms of this color. The filmmakers used that as the basis for the Once-ler's character design. They interpreted the Once-ler as a human, and also featured his green gloves and showed his face for the first time in this film.
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