The Branding of the Tooth Fairy: Website Commercializes a Rite of Passage

PR_meet_yr_fairyIs nothing sacred? That’s what came to my mind when I saw the skinny, dolled up ladies on the “Real Tooth Fairies” website.

In our house, like many houses across the land, the tooth fairy is a magical, wonderful, piece of cultural fantasy. Our daughter wholeheartedly believes in this sprite who comes in the dead of night to collect her tooth and leave her a couple of dollars in return. Our tooth fairy also takes our child’s tooth, as she has stated in her notes to our daughter, and turns it into a cloud. It’s a sweet tradition celebrating a rite of passage, and one that is free of commercialization. But as with anything in our country, someone is ready to make a quick buck off of these imaginary icons.

The “Real Tooth Fairies” is a collection of multicultural Barbie like ladies who totally glam up the whole fairy concept. And in order to monetize the “Real Tooth Fairies” one has the option of buying “Real Tooth Fairies” themed birthday party packages that cost up to $375. Yes, the “Real Tooth Fairies” aren’t cheap. The whole thing seems so crass, and I’m not the only one who thinks so. As the Huffington Post  states, the Campaign for a Commercial-Free Childhood  (CCFC) is now attempting to boycott the brand. They said of the brand:

“It commercializes an inevitable biological milestone, the celebration of which has always been the purview of family rituals. Branding replaces children’s own creations with homogenized, corporate-constructed images, constricting both imagination and cultural diversity. The “real” Tooth Fairy no longer resides in the richness of children’s conjurings …”

The CCFC even has a call to action to “to put an end to The Real Tooth Fairies” on their website.

And it’s not just little girls they’re reaching out to, it’s also tooth losing little boys with their brother site. “Now every little boy can have an ACTION-PACKED lost tooth experience,” the site states alongside robots, sci-fi looking locales and handsome young men.
What do you think of the tooth fairy being appropriated by marketers? Crass commercialization or just commerce?

Photo Source: PR Web


Article Posted 3 years Ago

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