TOADY 2013: The Case for The Real Tooth Fairies


Michael Basmajian

Each year, the Toy Industry Association gathers to present its TOTY (Toy Of The Year) Awards. In honor of the industry that has led the way in commercializing childhood, CCFC will present its TOADY (Toys Oppressive And Destructive to Young Children) Award for the worst toy of the year. From thousands of toys that promote precocious sexuality to children and push branded and screen-based entertainment at the expense of children’s play, CCFC has selected five exceptional finalists. Our next nominee is:

The VIP Upgrade Membership by The Real Tooth Fairies

If your jaded little princess is bored with traditional visits from the Tooth Fairy, The Real Tooth Fairies VIP Upgrade Membership makes the perfect gift. For only $59.90/year, you can transform a unique childhood icon into a generic fashion doll website and brand, complete with stifling gender stereotypes. In Real Fairyland, girls can use their “sparkle dollars” to give their Tooth Fairy a makeover, party in their “party room” and mock the buck-toothed, glasses-wearing fairy-wannabe Stepella. And with the VIP Upgrade, girls get a closet that “holds 200 fairy fashions instead of just 25!” After all, no self-respecting Tooth Fairy wears the same outfit twice.

TOADY 2013 voters make their case for the VIP Upgrade Membership by The Real Tooth Fairies

 “[The Real Tooth Fairies] reinforces ridiculous gender stereotypes and encourages bratty, spoiled, ‘princess’ behavior.” – Torn, CCFC Website

“It’s a way to charge parents money to enforce gender, fashion, physical, cultural, and class stereotypes. Rad!” – Chris Morran, The Consumerist

“Girls already have too many cultural influences teaching them to be vacuous, cliquish, self-absorbed, stereotypes whose goal in life is to be trophy wives” - Pam Impson, El Cajon, CA, via email

“If girls become as shallow as the website encourages them to be, they will never find the self-worth, confidence and ambition to make fulfilling life decisions as an adult.” - Amberie Fehr, Chino Hills, CA, via email

 “Do we really need to upgrade an already horrible program to allow for mocking/bullying in a cyber-world?!” KK, CCFC Website

“[The Real Tooth Fairies] actually flat out teaches our children to be mean and judgmental to each other. Appalling. – Sarah Keeley, Facebook

 “[It’s] a hijacking of one of children's most magical tiny creatures, a wee last tradition imagined differently by each child and family.” - Amy Ludwig VanDerwater, Holland, NY, via email

“Socio-culturally destructive, and developmentally repugnant and regressive.” Don Mazzia, Durham, NC, via email

 “I chose the Tooth Fairies because of their oversexed figures…and the fact that corporate marketers can't leave something innocent alone to parents or children’s imaginations.” – Ricki Klos, Ft. Worth, TX, via email

“Not only does this product commercialize a childhood icon, [and] teach little girls to be vain and materialistic, it expressly teaches them to be bullies!”- Diana Dubrawsky, via email

“I voted for the Tooth Fairy, because that is such a sacred (and intimate) ritual for families, it just feels like SUCH A violation.” Joanna Hill, Santa Barbara, CA, via email

“Making fun of a character with glasses and buck teeth encourages bullying. I can't imagine any sane parent or grandparent buying this abomination.” - Judy Gordon, Gainesville State, FL, via email

If you have yet to make your pick for the 2013 TOADY award, you have until Sunday, December 8th to do so! Click Here to cast your vote!




I love the real tooth fairys because I love art more than enything like avlanne and she's my real tooth fairy


I love to dance so dose Stacey my real tooth fairy

These replys are so shallow.

i loves de weal tuth faris because i luvs to do cooking! psychopathic brat is my real tooth fary! This "toy" is terrible.
Good day.
Some guy in a suit.