One day, however, the Lorax shows up just as the very last tree falls, putting the Once-ler out of business. Many Thneeds are sold and the Once-ler becomes filthy rich, corrupting him in the process. At first, he has his family harvest the trees' tufts, but they convince him to resume logging as a more efficient method. The Once-ler soon makes a profit by selling Thneeds and so he calls his whole family down to satisfy demand. The Once-ler eventually agrees not to cut down anymore trees. When he chops down a Truffula Tree, he gets a visit from The Lorax, a small, orange creature that tries to warn him of the recklessness of his decision. On his journey, the Once-ler discovers a valley full of beautiful Truffula Trees, where the Swomee-Swans, Humming Fish, and Bar-ba-loots live. His family constantly ridiculed him, saying that if he were to return a failure, it would be no surprise to them but the Once-ler sets off anyway to prove them wrong. He left his family when he was a young man, setting out to find the perfect material with which he could make his invention, the Thneed, a product that could do any job. He a man who recounts to Ted Wiggins how his discovery of the Truffula Forest in his youth led to its depletion in the film. Serving as the central protagonist-turned-main antagonist of his flashback story. The Once-ler is the deuteragonist as well as the central antagonist of The Lorax.
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