Who owns the tooth fairy?

That's the premise behind a fight now brewing behind the website, The Real Tooth Fairies, and the Campaign for a Commercial-Free Childhood (CCFC)

Why the beef with the tooth fairy website?  According to the CCFC, the tooth fairy site commercializes and standardizes what should be a sweet, personal, family-centric right of passage.  

The Real Tooth Fairies website lets little girls (and their parents) log in to connect with their true tooth fairy, ask for letters from their fairy, play games, and take a "tour" of tooth fairy land.  All of that isn't so bad -- if you can handle all of the sparkles, tinkling tunes, and high-pitched voices.  But unfortunately, the site doesn't stop there.  It also offers a "shop" where parents can not only buy their kids upgrades for the tooth fairy games, they can spend a fortune on tooth fairy accessories.

Under the tag line "Shopping For Girls," the shop offers everything from 99 cent song downloads to $380 birthday party kits.  All of this from a childhood milestone usually marked by a handwritten letter and a couple of quarters under the pillow.

Sure, it's crass commercialization at its worst.  But even more worrisome to me is the painfully dated look and themes behind these "fairies."  Like the Disney Princesses or Bratz dolls, there is not just one Real Tooth Fairy, there are six of them...all with varied interests, theme songs, and books.  And all with sexed-up outfits, handsome boyfriends, and tiaras.  Despite the websites supposed premise to "do kindness," the real tooth fairies frequently exclude and make fun of the "Fairy Wannabe" Stepella - a short, hairy-legged, buck-toothed clownish looking girl.  

To me, that message is worse than the fact that the site sells $70 tooth fairy outfits. Either way, it's not a site I plan to visit anytime soon.  And I certainly don't plan to purchase a letter from the tooth fairy for my kids.  

What do you think of The Real Tooth Fairies? 

Want more posts on kids and princess and childhood?  Check out these MNN posts:

Campaign aims to stop site from cashing in on the tooth fairy
The Campaign for a Commercial-Free Childhood wants The Real Tooth Fairies site to stop selling out childhood.