How Intuit QuickBooks helped the Tooth Fairy find her pixie dust again

New Intuit QuickBooks brand campaign depicts why the Tooth Fairy relies on  Intuit Intelligence to scale her global operations.

The Tooth Fairy may have wings, but she also has a massive business to run. Beyond the magic, she’s the CEO of a global powerhouse managing millions of nightly asset-in, cash-out transactions, a high-stakes fulfillment operation where every minute counts and there’s no room for error. For the modern entrepreneur, even one with wings, doing it yourself can be a surefire way to ground your business. That's why to truly soar to new heights, the Tooth Fairy turned to QuickBooks on the Intuit platform. With Intuit Intelligence, the Tooth Fairy can ask any question and get the benefit of an AI-powered team and trusted experts who respond based on data and insights that are specific to her business. With Intuit Intelligence, she's got her pixie dust back, is outdoing her financial best and kids are getting paid faster. Now that's a different kind of magic!

From magical realism to modern results 

The Tooth Fairy’s whimsical journey from doing it all herself to outdoing it with QuickBooks is the centerpiece of our latest brand campaign created with BBDO New York. Introduced to the stage during the 2026 Winter Olympics Opening Ceremony on February 6, our creative vision for this campaign reimagines the Tooth Fairy as a modern CEO, because even icons have overhead. By using “magical realism” to personify the chaos of administrative backlogs, our new campaign illustrates a universal truth: When you’re sidelined by the business of doing business, you can’t focus on the magic that started it all.

In a comedic turn, the television spot features NHL star Brady Tkachuk, who anchors the Tooth Fairy’s cultural status, proving that when the Tooth Fairy is sidelined by paperwork, everyone (even a 6’4” power forward) notices. Because every legend needs a back office, the campaign also features athletes Alex Morgan and Jamie Anderson, entrepreneurs who trade the world stage for the boardroom as they scale their own ventures. Their involvement reinforces another truism: to find your “pixie dust” again, you have to outdo the manual tasks that can pull you in a dozen directions.

Our goal has always been to multiply what our customers are capable of, and with Intuit Intelligence, we are taking that further; moving beyond simple data to provide the real-time answers and actionable guidance business owners need to scale. Whether you’re an elite athlete or a folkloric icon, outdoing your best requires moving past the manual and into a future where the work is done for you. Part of Intuit QuickBooks’ Outdo brand campaign, this new creative journey shows how Intuit Intelligence is changing the game, not just for theTooth Fairy, but for millions of business owners by turning complex numbers into done for you next steps that result in growth and profit for your business.  

The ultimate differentiator: Intuit Intelligence

While the Tooth Fairy may have enchanting powers, she, like millions of other business owners, needs more than just a place to store her data; she needs a partner that can make sense of it. This is where Intuit Intelligence comes in. It doesn’t just show her numbers; it answers any question, from the simple to the complex, helping her understand what those numbers mean, what to do next, and even doing the work for her under her approval.

Intuit Intelligence knows your business and continuously learns your preferences, so you can speak plainly in chat and receive instant answers, trusted insights and revolutionary intelligence tailored to your business to free up more time to grow your business. It is an active partner that provides instant clarity and proactive guidance grounded in the full context of your specific business.

For the Tooth Fairy, the transition was about more than just clearing a backlog; it meant trading manual data drag for a virtual team that does the work for you, surfacing the revenue opportunities and profit margins that move a global business forward.

The power of a strategic thought partner

Intuit Intelligence serves as an always-on strategic partner that understands the full context of your unique business data. It doesn't just show you numbers; it tells you what they mean and what to do next that will drive impact, better business outcomes and growth.

• Ask anything, get clarity: Business owners can use natural language to ask complex questions and get immediate, data-backed answers. Whether it’s checking your projected profitability or comparing expenses to previous years, you get the insights you need to take action instantly.
• Brainstorm for growth: When you’re looking for the next step, Intuit Intelligence becomes a sounding board. You can brainstorm ideas to increase cash flow or drive growth, receiving targeted strategies tailored to your specific business goals.
• Proactive insights: By learning from your data, the system helps you stay ahead of the curve. It identifies trends and alerts you to anomalies—like unusual expenses or shifts in cash flow—before they become problems, giving you the confidence to make smarter financial decisions.

The best of both worlds: AI + human expertise

Intuit Intelligence doesn't just work in a vacuum. True confidence comes from knowing that while AI clears the decks so you can focus on what's more important, a human expert is there to help guide and validate every step of the way. To truly outdo the complexities of her global service, the Tooth Fairy relies on AI to handle the high-volume “doing” of her business from inventory to payroll, while the world’s largest network of trusted Intuit experts provides the oversight needed to keep her entire enterprise flying right.

Whether it’s Accounting AI-powered tools that auto-categorize recurring transactions or Payments AI capabilities that automatically identify overdue fees from parents to keep her bill pouch full, the goal is the same: to move from “doing it yourself” to having it “done for you.” If a query becomes complex, the system can seamlessly connect a business with a CPA or certified bookkeeper who already has the context of the conversation. It’s not just intelligence; it’s a team at your back and by your side.

Outdo the ordinary

Scaling a business shouldn't feel like pulling teeth. While the Tooth Fairy’s operation is legendary, the friction of manual backlogs is a universal pain point for every entrepreneur. Intuit Intelligence changes the game by turning complex data into clear actions and doing the heavy lifting for you. It’s time to move past the “business of doing business” and get back to the magic. When your operations are done-for-you, you gain the clarity and confidence to outdo your best and reach your full potential.