While every child hopes for a visit from the Tooth Fairy when they’ve lost a tooth, rarely do they expect that the act can be extremely lucrative. In fact, a new survey in Britain found that youngsters are receiving an average of £1.58 per tooth, or $27 million USD a year from the Tooth Fairy alone! That’s about 43.6% more since 2011.

While kids are raking in money for their lost baby teeth, oral health foundations are using this opportunity to bring about more awareness to childhood dental care. Organizations are hoping that the attention on the Tooth Fairy will make kids value their teeth more while they still have them. Campaigns that have been launched include focusing on reducing sugar intake, implementing better oral hygiene practices, and prompting parents to take children to the dentist for regular check ups and cleanings. So while the Tooth Fairy’s loose pockets may be gracing the headline news, dental professionals are hoping that a wave of childhood dental care in Britain will follow in its stead.