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.