Toothbrushes traditionally clean the mouth, but at Brush Buddies booth at last week’s Toy Fair, they also sang.
The entertaining/educational oral care product provider, which introduced its Singing Toothbrushes category in 2011 with two Justin Bieber models that each played two Bieber tunes for two minutes (and is now accompanied by Bieber floss and flossers), showed off the development of a product that via Bieber, outsold the combined sales of all other 49 toothbrushes in the licensed manual toothbrush category for the year ending last March.
Other Singing Toothbrushes have since followed, featuring Lady Gaga, One Direction, LMFAO and PSY. Each plays two songs (one for morning brushing, one for night) with each song also lasting two minutes—the dentist-recommended length of time to brush.
At Toy Fair, the company also showed its Brush Buddies Talking line of educational talking time toothbrushes, starring animal characters with push-button audio (in character voices) instructing the proper two-minute brushing technique.
“Kids usually chew their toothbrushes,” said Brush Buddies’ CEO Anish Patel. “Here they can follow instructions.”
On hand, too, were the new Brush Buddies Poppin’ brushes, which are also animal character-based, with heads functioning as a protective toothbrush cap; squeezing the character’s belly button fires a spring-loaded mechanism that pops the brush out of the body.
Brush Buddies also displayed its standard toothbrushes—three whimsical characters designed for smaller hands—and its new Brite Beatz line, which will add lights that blink to the beat of the music of its Singing Toothbrushes.
Additionally, Patel showed prototypes of Brush Buddies’ forthcoming Bling toothbrush line, featuring glittery decorations. Meanwhile, the company has announced that the winner of its online “Worldwide Music Search” for its next Singing Toothbrush music artist is Keana.
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