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.

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:

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.”

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.

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

A Dramatic Commercial for TNT
I love this commercial for TNT! [youtube]http://www.youtube.com/watch?v=ZIkPeZKP-d4[/youtube]

posted 8:33:40am Apr. 18, 2014 | read full post »

Movie Stingers: Scenes After the Credits
[youtube]http://www.youtube.com/watch?v=QRJ38y4Jn6k[/youtube] Ferris Bueller had one.  Marvel superhero movies sometimes have two.  When did it become a thing to have a scene after the credits (sometimes called a stinger)? New York Magazine's Vulture column has the history of these extended

posted 8:00:47am Apr. 18, 2014 | read full post »

Fading Gigolo
John Turturro wrote, directed, and stars in "Fading Gigolo," a bittersweet meditation on the ways we seek and hide from intimacy, sometimes at the same time. Turturro plays Fioravante, a florist who works part-time for Murray (Woody Allen), the third-generation proprietor of a used and rare books

posted 9:24:32pm Apr. 17, 2014 | read full post »

Transcendence
Think of it as "Her 2: The Revenge of Him." Or Samantha infected by Heartbleed. Just as in last holiday season's Her, "Transcendence" is the story of an artificial intelligence contained in a computer program that becomes or is seen as human consciousness.  Instead of the warm, affectionate voic

posted 6:00:39pm Apr. 17, 2014 | read full post »

Bears
This year's Disney Nature release for Earth Day is "Bears," the story of an Alaskan bear named Sky and her twin cubs, Scout and Amber, their trek from the den where they've hibernated all winter t

posted 6:00:05pm Apr. 17, 2014 | read full post »




Report as Inappropriate

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

All reported content is logged for investigation.