Advertisement

Movie Mom

Movie Mom

Hijacking the Tooth Fairy

posted by Nell Minow

The tooth fairy is one of childhood’s most treasured myths, a lovely tribute to a bittersweet rite of passage that allows each family to crate their own traditions.  (Our tooth fairy left a book.)  There’s an awful movie with The Rock, a disappointing movie with Isla Fisher, and a pretty good assortment of books (my favorite is The Real Tooth Fairy), but until now no one has shamelessly exploited the legend of the tooth fairy for toys.

Advertisement

Susan Linn of the very worthy CCFC writes for the Huffington Post about a massive new marketing campaign for tooth fairy dolls.  Watch this video — aimed at investors, not parents — with highlights of the marketing plan to get little girls hooked by “leveraging the brand” of a biological guarantee.  It’s a “massive opportunity!”

Linn writes:

Advertisement

By harnessing the Tooth Fairy, The Royal Council of the Real Fairyland, LLC (also known as The Real Tooth Fairies, LLC), wants to “leverage and define this rite-of-passage moment” and literally profit from each tooth a child loses. The company is already selling VIP memberships, deluxe Real Tooth Fairy Collections, and more. Participation in Real Fairyland doesn’t come cheap. “Give your girl the gift of everything Tooth Fairy,” the website exhorts. A Real Tooth Fairies Birthday Party Collection costs $379.

[Paul] Yanover [formerly of Disney] pushes what the marketing industry calls an “immersive” Tooth Fairy experience, including a virtual world, toys, games, clothing, accessories — and a creepy “interactive” component where girls can “communicate” with their Tooth Fairies. Plans for licensing include, “toys, oral care, party & greeting card, & more.” According to the company, “This world was built for licensing; it’s a character that everybody already recognizes and is engaged with.”

Advertisement

The Real Tooth Fairies swaddles its product in virtue, claiming that its goal is to empower girls and promote kindness. But its target audience of girls as young as 5 are disempowered when a free-ranging, child-driven vision of Tooth-Fairyness is reduced to just six sexualized options, largely preoccupied with appearance, shopping, boyfriends –and leg hair! And it’s unkind to millions of girls, and the women they will become, that the “villain” in Real Fairyland, and the butt of its jokes, is a hairy-legged, buck-toothed, roly-poly, glasses-wearing fairy-wannabe. At present, the site’s target is mainly 5- to 10-year-old girls — but lest you’re wondering why boys have been left out of the marketing equation, they haven’t. Heavily-armed, superhero, Tooth-Fairy-counterparts are in development.

Advertisement

It is a shame that these people cannot support the imagination and empowerment of children rather than “leveraging” a character and, worst of all, turning her into just another perpetuation of the idea that appearance and buying things is all that matters.  If you want to send a message that this is not appropriate, sign here.

Previous Posts

Mission: Impossible -- Rogue Nation
You think you've seen it before? Well, it is a familiar situation. Hitchcock had an assassin waiting in a concert hall for the right moment to ...

posted 5:54:06pm Jul. 30, 2015 | read full post »

Exclusive Premiere Images: Molly Moon and the Incredible Book of Hypnotism
Molly Moon's Incredible Book of Hypnotism is now a film starring Dominic Monaghan ("The Lord of the Rings: The Return of the King"), ...

posted 4:57:43pm Jul. 30, 2015 | read full post »

Interview: Joshua Oppenheimer of "The Look of Silence"
Joshua Oppenheimer has made "a companion piece" to his stunning documentary about government-sanctioned gangster killings of more than a ...

posted 11:40:16am Jul. 30, 2015 | read full post »

Tom Cruise Tells Kevin McCarthy about the Airplane Stunt in "Mission: Impossible - Rogue Nation"
My friend Kevin McCarthy asked Tom Cruise how he shot that incredible stunt that has him holding onto the side of a plane while it takes off for "Mission: Impossible -- Rogue Nation." The 53-year-old actor did the stunt himself, no green ...

posted 8:59:43am Jul. 30, 2015 | read full post »

Trailer: "Risen," with Cliff Curtis as Jesus
"Risen" is the story of the Resurrection, as told through the eyes of a non-believer played by "Shakespeare In Love's" Joseph Fiennes. It will be in theaters in January 2016. [iframe width="560" height="315" ...

posted 11:42:40pm Jul. 29, 2015 | read full post »

Advertisement


Report as Inappropriate

You are reporting this content because it violates the Terms of Service.

All reported content is logged for investigation.