A childhood ritual made more magical and repeatable.
Hold The Magic set out to replace cash under the pillow with something more meaningful: a branded Tooth Fairy tradition designed for busy parents and memory-making families. Madplum helped shape the brand, product system, story, commerce experience, and lean growth engine behind it. We turned a one-night ritual into a brand parents come back for. 6,000+ paying families · 58% repeat rate · $685K revenue · 76% gross margin
The Tooth Fairy is a beloved tradition, but for most parents, it has become rushed, inconsistent, and transactional.
Hold The Magic replaced cash under the pillow with something parents actually remember: a branded Tooth Fairy tradition built for busy families. Madplum built the brand, product system, stories, e-commerce, and lean growth engine to scale it. Magical numbers for a DTC brand: 6,000+ paying families · 58% repeat rate · 76% gross margin. We turned a twenty-night tradition into a brand children dream of and parents come back for.
Madplum built Hold The Magic as a story-driven DTC brand around one simple idea: give magic, not money.
We connected brand strategy, product, storytelling, e-commerce, content, and CX into one repeatable system. Fairy letters, themed gift sets, packaging, website, email capture, and campaign messaging made the ritual feel special—without asking parents to invent the magic themselves. As the brand grew, AI-enabled workflows allowed the founder move faster across creative testing, content, marketing, customer insight, and ops—staying lean while continuing to learn, launch, and improve.
A small, story-led brand created real repeat behavior in an overlooked category.
Hold The Magic has grown to more than 6,500 customers, a 58% repeat purchase rate, 30,000+ email subscribers, while maintaining a 76% gross margin. More than the numbers: it turned the Tooth Fairy from a cash exchange into a branded ritual families return to, year after year.
“Magical numbers for a young DTC startup in an untapped market: 58% repeat purchase rate, 6,500+ customers, 76% margins, and 30K+ email subscribers. This one’s gonna FLY!”
