Readings — From the October 2013 issue

Tooth in Advertising

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From a video targeting prospective investors in TheRealToothFairies.com, transcribed by the advocacy group Campaign for a Commercial-Free Childhood before the video was removed from YouTube.

voice-over: Can you believe that a childhood character known by millions worldwide has not yet been licensed? Every night, millions of children around the world put a lost tooth under their pillow and wait for the tooth fairy to come.

girl: Yes-s-s! It’s another letter from my Real Tooth Fairy! I need to go show my mom. Mom!

voice-over: What if this moment of real-life magic that kids and parents already buy into could be captured in a tooth-fairy brand that girls love?

paul yanover: [Caption: “Executive VP, Disney Interactive, 1991–2011, Took Disney Online to 36 Million Uniques; Acquired Club Penguin $700 million; Built Successful Disney Fairies Site”] This is a huge, huge property and a huge character franchise, and the genius of it is no one’s really tapped into it the way The Real Tooth Fairies has. We could come up with a list of time-tested characters, from Spider-Man to Mickey Mouse to Tinker Bell to SpongeBob, and I believe the tooth fairy herself, as a character, literally stands at the same level as these globally recognizable characters.

voice-over: The ritual of a lost tooth and the tooth fairy is tied to every child’s experience. Parents and children are having tooth-fairy moments every minute, every day.

yanover: The occasion of losing a tooth, it’s kind of like a holiday. It’s kind of, to me, at the same level as a birthday or an anniversary, but what’s really amazing is, here’s literally the opportunity to create a brand-new holiday that’s going to happen multiple times. I mean, kids are going to lose many teeth over the course of several years and each tooth is really a holiday moment. And I think the opportunities that creates, from gifting to greeting cards to collecting — it’s just a massive opportunity.

voice-over: The Real Tooth Fairies brand has harnessed the ritual and made it more magic than ever. The Real Tooth Fairies shows families everywhere: this is what a lost-tooth moment looks like. And it goes far beyond that, into magical entertainment and play that girls adore.

yanover: The tooth fairy is an amazing intellectual property. What’s been missing, though, is a sense of story. Every kid has heard of the tooth fairy, but no one’s really brought it together in a real product experience, with a real mythology.

voice-over: No one’s brought it together until now! Millions of girls are already immersed in the story, the characters, and the world that was created to license hundreds of products. It includes games, virtual shopping, and a social community where users make friends, exchange presents, and rate each other’s castle rooms.

mom 1: My daughter’s face lights up every time she talks about her Real Tooth Fairy.

mom 2: You know, my daughter’s Real Tooth Fairy, she’s like part of the family.

mom 3: The Real Tooth Fairy and I are the magic team.

voice-over: With a target audience of ten million U.S. girls aged six to ten who lose twenty teeth, that translates to two hundred million tooth-fairy moments. [The sound of a cash register going “cha-ching!” in the background.] And biology guarantees that will never stop.

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