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.”

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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.