TFNY: WowWee Enters the Oral Care Market with BriteBrush

WowWee is spreading the fun from the toy department to the oral care aisle.

BriteBrush is a new smart toothbrush that uses songs, games, and live-coaching to turn a twice-a-day chore into something that kids look forward to.

To create BriteBrush, WowWee teamed up with the designers behind the popular ToothTunes musical toothbrush to launch a new category. BriteBrush encourages proper brushing in accordance with the Modified Bass Technique, a method that is widely endorsed by dentists. Additionally, the brush uses proprietary, smart sensor technology and a vibrating handle to encourage total mouth coverage and side-change recognition. An include parent check light lets parents see that their kids are brushing correctly.

Two styles are available at launch, including the BriteBrush GameBrush (made for kids ages 5 and up) that features seven games including practice mode, space attack, soccer pinball, dance star, punch master, race car rally, and rockstar jam; and a Pinkfong Baby Shark (designed for kids ages 3 and up) model that plays the famous song and includes bubble popping adventures.

BriteBrush is available at Target and is coming soon to Amazon and Walmart.

WowWee will showcase BriteBrush alongside its full range of new products in booth No. 2271 at Toy Fair New York, taking place from Feb. 22-25 at the Jacob K. Javits Convention Center.

Click here to view the Toy Book’s full coverage of Toy Fair New York.

About the author

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.