The Tooth Fairy may cost more than you remember, but Tooth Bear-y ships FREE!


Carroll family representing their product, the Tooth Bear-y!

From left to right: Liz Carroll with husband Robert and sons Noble (10) and Wyatt (13).

Below is the article posted on

FARMINGTON, CT — A Farmington woman's line of teddy bears that promise a "magical twist" on the Tooth Fairy tradition was the subject of a Good Morning America segment this week.

Liz Carroll of Farmington created the "Tooth Bear-y," a teddy bear where children can put their baby teeth after they fall out. (When a kid places their tooth in the bear's mouth, it falls through a plastic tube into the stuffed animal's heart, and is stored there.)

"As the Tooth Fairy's side-kick, they work together to celebrate the loss of teeth," Carroll told Patch in an email. "This sustainable teddy bear holds teeth in its heart, making memories around these milestones."

Now the founder and CEO of the Tooth Bear-y brand, Carroll demonstrated her product to fellow Farmington resident Robin Roberts in a Good Morning America piece titled "Tooth Bear-y entrepreneur gets help from PR expert."

In the segment, Roberts shows off the Tooth Bear-y's storage location — Carroll's Farmington home — and introduces her to public relations guru Jenna Guarneri.

The video was shot on April 1, Roberts says in the segment, and since then Carroll and Guarneri have been meeting to strategize a marketing plan for the Tooth Bear-y.

"The challenges have been, you know, the marketing end of it, and for people to know that it's not just a teddy bear," Carroll says in the video. "Like, you're getting a whole new magical tradition."

The Tooth Bear-y is available online for $39.99 and can be found on Instagram and Facebook @toothbearykids.

Watch the Good Morning America feature here or here.