Following recent headlines about a £500 Tooth Fairy payout by Zayn Malik for his daughter’s first tooth, a new snapshot survey of 116 parents across the UK and Republic of Ireland reveals what families are really doing at home for this beloved childhood ritual. The Tooth Fairy is one of the most widely shared childhood rituals: every child loses teeth. In separate research we conducted in 2023 (n=300 UK, USA & Irish parents), 95% said their household takes part in the Tooth Fairy tradition.
The most common “going rate” sits at£3–£5 / €3–€5 per tooth (56% of families). But for most households, money is almost beside the point: only 12% of parents said their child is mainly excited by the money, while the vast majority are drawn by the magic of the tradition — with 60% of children sending notes to the Tooth Fairy.
Conducted by children’s brand My Forever Tooth Fairy, the survey found 75% of parents love the magic of the Tooth Fairy tradition, and only 10%...
