Tooth fairy: Toy industry wants to monetize the "holiday moment"
The tooth fairy is one of the least commercialized family traditions. Now 'The Real Tooth Faires LLC' brings what one expert calls "an amalgam of the worst trends in the toy industry ... every known money-making ploy in a pseudo-sweet ambiance ... full of gender stereotyping and sexualization.'
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Real girls, called “Earthies” on the Real Fairies site, are expected to identify with one specific “real fairy” from the main group of six, and then make requests on the web site for things that their parents will have to pay for – everything from personalized letters from a favorite fairy (starting at $0.99) to birthday party packages (costing $379).Skip to next paragraph
Rebecca Hains, Ph.D. is a children's media culture expert. A professor of advertising and media studies at Salem State University, in Salem, Mass., her research focuses on girls and media. The author of "Growing Up With Girl Power: Girlhood on Screen and in Everyday Life," she blogs about children's media and popular cultur and lives with her husband and son in Peabody, Mass.
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So much for the tooth fairy myth’s innocent simplicity.
In fact, the brand grafts together components from nearly every popular girls’ brand: fashion (Barbie and Bratz), music (Hannah Montana), fairies (Tinkerbell and friends), royalty and romance (Disney Princesses), a pro-social “kindness” message (Monster High), and so on. It’s a transparent effort to push every button possible in hopes the brand would sell.
Susan Linn agrees with this assessment. ”It’s like an amalgam of the worst trends in the toy industry,” she said. “It contains every known money-making ploy in a pseudo-sweet ambiance, but it’s full of gender stereotyping and sexualization.”
Although the brand was launched in December 2011, it has recently grown dramatically in popularity: In April 2013, it boasted 7.1 million unique viewers. It has already been funded with $3.9 million. With these promising viewing trends, the owners want to raise an additional $4 million to expand it; they’re seeking to add a boys’ section to the site (with time-traveling action-adventure elves, because apparently fairies are too “girly” for boys) and get licensed products into stores – so they created a pitch video for potential investors.
The company’s pitch video recently came to the attention of CCFC. Upon seeing it Linn, was disgusted. “The pitch to investors epitomizes the worst of the toy industry,” Linn said. “They’re cloaking themselves as doing something good for children, when really it’s about making money.”
While corporations often feign that their product is meant to do something good for children – e.g., Monster High’s claim that it teaches kindness, which The Real Tooth Fairies, LLC has also copied – there’s something particularly problematic about the way it is playing out here. Linn points out that the tooth fairy has always been in the public domain, and beliefs about the tooth fairy have been very diverse. Families have enjoyed devising their own tooth fairy rituals for generations – and, Linn fears, The Real Tooth Fairy, LLC hopes to put an end to that.
“This is a major assault on an area of childhood that has been unbranded,” Linn explained. “It’s an assault on the imagination. Families have always made up their own tooth fairy rituals, and it’s egregious to stultify children’s imaginations in that way.”
Follow Rebecca Hains on Twitter or Facebook. The Christian Science Monitor has assembled a diverse group of the best family and parenting bloggers out there. Our contributing and guest bloggers are not employed or directed by the Monitor, and the views expressed are the bloggers' own, as is responsibility for the content of their blogs. Rebecca Hains blogs at rebeccahains.wordpress.com.
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