How My Friend Toothy Got Dragon’s Den Ready
Meet Stacey Leviolette, the creator behind My Friend Toothy®. Stacey created something special.
Her product My Friend Toothy is a plush companion for kids navigating one of their first big life changes—losing their baby teeth. It’s sweet, supportive, and smart.
She’s put in the work:
Trademarked the brand
Written children’s books to go alongside it
Promoted it on TV
And she’s now prepping to pitch on Dragon’s Den
But despite all that visibility… her brand felt flat.
And the heart behind it? Nowhere to be found. How do you sell a children’s product when people buying it can’t feel the human and life behind the brand?
That’s what we unpacked on this episode of The Fairy BOSSmother Show. I’m Talyn Rahman-Figueroa, your personal brand expert and Fairy BOSSmother - and I’m about to give Stacey boss level insights into her own brand.
Do you think I can help bring Toothy and Stacey to life before she pitches on national TV?
Let’s get started and meet Stacey Laviolette.
This episode was supported by Artist Dynamix - supercharging websites all over Massachusetts, USA. Get your free audit and make your website work harder for you here: https://artistdynamix.com/jackchecker/
Watch the episode:
Before: A Great Product with No Personality
From a business perspective, Stacey had done everything “right.” She had a character. A message. A mission.
But there was one major problem: She wasn’t in the brand.
Toothy was the face. Stacey was the CEO. And the story—the one about shame, parenting, and wanting to make oral health feel safe for kids—was buried.
There was no real emotional connection. Toothy didn’t have a voice and was treated like just a prop. And Stacey’s audience—the parents buying the product—knew who she was but she had no story or role when it came to the life and creation of Toothy. Stacey was missing in Toothy’s life and that was a huge missing piece to this narrative.
She built a business. But she hadn’t built a brand people could feel. So, my job was to help Stacey see that Toothy was the main character in this story and she was his trusted and very visible sidekick.
During: Bringing Both of Their Voices to Life
On the show, we did what needed to happen:
We put Stacey into the story.
We reimagined the structure of the brand like this:
Toothy is the sidekick to the Tooth Fairy
Stacey is the sidekick to Toothy
That’s the new hierarchy.
It creates purpose, personality, and a human layer that connects the product to the parent making the purchase.
We talked about:
The difference between promoting a product and building a brand
Why Stacey’s personal story is the key to unlocking brand loyalty
What Toothy’s personality should actually sound like
And how to show up online with a message that sticks
And because Stacey’s prepping for Dragon’s Den—this wasn’t just about storytelling. It was about positioning for investment.
After: Toothy Has a Voice. Stacey Has a Role. And the Brand Has Heart.
Now, Stacey is no longer just the CEO. She’s the heart (and not just the corporate voice) of the business.
She’s telling the story of how My Friend Toothy came to be—from that first moment in the dentist’s office, when she felt like a failed parent… to building a product that helps other parents not feel the same.
Toothy now has a role in the brand.
Stacey now has a role in the brand.
And the brand itself? It finally feels alive.
This isn’t just a product pitch anymore. It’s a movement built around emotion, support, and storytelling.
“Toothy can’t do this on his own. And I don’t have to either.”
Ready for your own brand breakthrough?
When your brand feels like a company but doesn’t connect like a story—this is the fix.
If you’ve built the product but not the platform behind it, The Fairy BOSSmother Show is where we fix it.
And if you need a fix, apply on get on the show and let the final boss show you what you need to do, LIVE!
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