CCFC has uncovered a ploy by past and present toy-industry executives who are looking to brand the Tooth Fairy. “Can you believe,” begins a video aimed exclusively at potential investors, “that a childhood character known by millions worldwide has not yet been licensed?” To the alluring “ca-ching” of a cash register ringing up sales, a voice-over exclaims, “With a target audience of 10 million US girls ages 6 to 10 who lose 20 teeth, that translates to 200 million Tooth-Fairy moments. And biology guarantees that will never stop.”
Turns out The Real Tooth Fairies, LLC really didn’t want you to see their pitch to investors. Fortunately (but admittedly, not as much fun), there’s a transcript! Please click here to read it.
In today’s Huffington Post, CCFC’s Susan Linn breaks the story of The Real Tooth Fairies, LLC, a breathtakingly cynical attempt to cash in on a childhood icon. Please click here to read Susan’s story and watch the jaw-dropping video that you were never supposed to see. Then take action: Tell the owners of The Real Tooth Fairies to call off their commercialized assault on childhood.
The Real Tooth Fairies’ website and its slew of licensed merchandise commercialize an inevitable biological milestone, the celebration of which has always been the purview of family rituals. The Real Tooth Fairies wants to “leverage and define this rite-of-passage moment” and literally profit from each tooth a child loses. Branding replaces children’s own creations with homogenized, corporate-constructed images, constricting both imagination and cultural diversity. Here are some lowlights of the Real Tooth Fairy experience:
- A free-ranging child-driven vision of Tooth-Fairyness is reduced to just six sexualized options.
- The target audience is girls as young as 5, but the Real Tooth Fairies are largely preoccupied with appearance, shopping, and boyfriends.
- The “villain” in Real Fairyland, and the butt of its jokes, is a hairy-legged, roly-poly, buck-toothed, glasses-wearing fairy-wannabe.
- Gender stereotyping also extends to boys. Their Tooth Fairy counterparts are a team of heavily-armed superheroes.
- A Real Tooth Fairies Birthday Party Collection costs $379.
- The Real Tooth Fairies doesn’t just want to sell everything to your kids; they want to sell your kids to the highest bidder. “Our intent in 2 to 3 years is that we project we’ll have over 30 million girls, unique users to the site,” said co-owner Howard Bollinger, former Senior Vice President of Hasbro toys, “At that point, the site will become a hugely valuable asset and a prime target for acquisition by scores of companies who want to connect with our girl demographic.”
The good news is that we can still save the Tooth Fairy. If we make enough noise, potential investors will think twice about associating themselves with this toxic brand. Please take a moment to:
1. Read Susan’s story and watch the unbelievable video.
2. Take action.
3. Spread the word!