International Tooth Fairy Day!

New research from The Royal Mint, ahead of International Tooth Fairy Day (28^th February), has revealed that there is a growing desire to keep childhood traditions alive, with seven in 10 UK parents claiming to have not celebrated their children’s favourite traditions due to Covid-19.

Results show that visits to Santa’s Grotto (85%), celebrations for Mother’s Day (67%) and Easter egg hunts with friends (79%) all went unmarked in 2020. However, the research also showed that 85% of parents are committed to keeping these special traditions alive in some way, in a bid to create cherished memories. Moments such as leaving milk and carrots for Santa and his reindeer (52%) and Pancake Day (51%) remain family favourites.

Despite this, the research revealed that visits from the Tooth Fairy were more popular than ever. In fact, the research found that the Tooth Fairy left an average of £9.05 per child in 2020, compared to £8.45 in 2019** – a 60p increase per child, or a £3 million increase overall, demonstrating Brits’ investment in keeping this tradition alive. 

Two thirds (60%) of parents believe that marking these events in a traditional way brings magic to their children’s lives, with 54% stating they brought much needed joy during these turbulent times. Additionally, parents believe such moments retain a generational tie to their parents and grandparents who also celebrated these occasions (46%).

To mark International Tooth Fairy Day, The Royal Mint has released a unique coin set which includes one of the Tooth Fairy’s favourite coins – a special commemorative 50p with Matt Dent’s shield design, along with a series of children’s books which bring the Tooth Fairy to life.]

Ros spoke to Tooth Fairy Liaison officer Clare Maclennan at the Royal Mint: