Exclusive: PlayMonster Continues Cross-category Expansion with BriteBrush Acquisition

Source: PlayMonster/The Toy Book

Wisconsin-based PlayMonster LLC has acquired BriteBrush, entering into yet another new category.

The jump from the toy department to the oral care aisle follows a year of success for BriteBrush, which was developed and launched by WowWee at Toy Fair New York (TFNY) last year. PlayMonster plans to expand the BriteBrush line of interactive toothbrushes for kids in an effort to continue merging fun with healthy habits.

“BriteBrush is an innovative product line, combining oral care and gaming into a bright, fun play experience making kids and their parents smile,” says Tim Kilpin, president of PlayMonster. “The development of BriteBrush pushed the limits on the next generation of oral care for children and families.”


Related: State of the Industry Q&A 2021: PlayMonster

The award-winning BriteBrush features smart brushing sensors, side change recognition, sonic vibration, and a parent check light. The screen-free experience requires no apps or mobile devices and instead uses proprietary technology to sense proper brushing techniques and encourage kids through music and coaching.

“With BriteBrush, kids are not only asking to brush their teeth, but are learning how to brush properly using techniques recommended and endorsed by dentists,” says Dave Capper, team lead of BriteBrush development. “This product and the sensor technology are game-changers for oral care, and we will be continuing this innovation to make brushing fun for kids. Since the initial launch, we’ve inspired millions of hours of brushing fun for kids, and we’re thrilled to work with PlayMonster to inspire millions more.”

Current BriteBrush models available at Amazon, Target, and Walmart include the BriteBrush GameBrush for kids ages 5 and up and BriteBrush Baby Shark and Elmo editions for kids ages 3 and up.

Since partnering with Audax Private Equity in 2018, PlayMonster has continued to expand through organic growth and strategic acquisitions, including Kahootz Toys, Set Enterprises, and Interplay.

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About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.