In an unprecedented move, President Donald Trump's administration is seeking corporate sponsors to help fund this year's White House Easter Egg roll.

The White House has moved to turn its Easter Egg Roll, a tradition that stretches back to Rutherford B. Hayes, into a chance to showcase brands.

The White House, through an outside event production company called Harbinger, is soliciting corporate sponsors for this year’s annual Easter Egg Roll, which is prompting major concerns from ethics experts and shock from former White House officials from both parties.