The Children's Mutual: Gappy Kids £23.4 Million Better Off This Year As Tooth Fairy Generosity Grows

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Britain’s children are in for a toothy treat, as new research out today reveals that the tooth fairy is worth an enormous £23.4million this year. The Children’s Mutual’s (http://www.thechildrensmutual.co.uk) annual Tooth Fairy Inflation Index reveals that despite the credit crunch and spiralling costs of living, the tooth fairy’s generosity is ever increasing. The average cost of a child’s tooth is now £1.22, up 16 per cent on last year alone which is five times higher than annual inflation figures.

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Parents may think that being the tooth fairy is an expensive business, but the tooth fairy can help them talk to their children about the value of money. And for those parents determined to 'stick to their gums' and avoid fairy pressure, perhaps they can persuade their children to consider saving their tooth money and get into good money habits from an early age.

Despite headlines on petrol price increases, the inflation of the tooth fairy outstrips petrol price inflation over the last 25 years. While the latter currently stands at 218 per cent, the inflationary rate of the tooth fairy is significantly higher at 258 per cent.

The Children's Mutual's research shows that today's lucky children could find over £24 under their pillow from all their teeth - much more than the £6.80 their parents would have received. And London's children's teeth are the most valuable, with almost one in 10 getting £5 or more per tooth, pocketing over £100 during their childhood years! Never have kids had more of an excuse to start wobbling those teeth.

But many parents suffer from 'fairy pressure' according to the research. More than one in five (21 per cent) think they pay too much and nearly one in six (16 per cent) feel compelled to give their child the 'market rate' for a tooth.

David White, Chief Executive of The Children's Mutual, said "Parents may think that being the tooth fairy is an expensive business, but the tooth fairy can help them talk to their children about the value of money. And for those parents determined to 'stick to their gums' and avoid fairy pressure, perhaps they can persuade their children to consider saving their tooth money and get into good money habits from an early age."

About The Children's Mutual

The Children's Mutual is the choice of 1 in 5 parents for their child's Child Trust Fund (CTF) account and named the UK's Best CTF Provider 2006 and 2007. The Children's Mutual, as experts in savings for children, made a significant contribution to the Government's Child Trust Fund (CTF) consultation process.

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Elspeth Rothwell
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