New Oral Care Products Designed To Make Brushing Fun And Help Solve Childhood Dental Disease Crisis


FireFly® Fluoride Foam Toothpaste and FireFly® Ready Go Brush(TM)

According to the National Children’s Oral Health Foundation, the incidence of early childhood cavities presents a growing concern for parents, dentists, and the kids who suffer from them.  Pediatric dental disease is by far one of the most common chronic childhood conditions, second only to childhood obesity as an epidemic and affects a staggering 44% of children in the U.S. before they even reach kindergarten.  It’s the number one reason for missed school and for kids visiting the emergency room.That’s why FireFly(®) by Dr. Fresh(®), the oral care brand focused solely on kids, has introduced a pair of products that make brushing fun, foolproof, and routine — new FireFly Fluoride Foam Toothpaste and the new FireFly Ready Go Brush.

FireFly Fluoride Foam Toothpaste breaks ground in the toothpaste category with a novel format that takes the drudgery and mess out of brushing.  Unlike traditional toothpaste, this light foamy formula is squirted directly into the mouth, rather than onto the toothbrush.  It flushes out bacteria and easily gets hard-to-reach spots, something that appeals to braces wearers.  Plus, every kid can love the cool foaming whipped cream-like sensation along with the yummy bubble gum flavor.

Parents will appreciate not only the cavity-proofing power of this fluoride formula, but also its clean approach.  Because FireFly Fluoride Foam Toothpaste can be squirted directly into the mouth, it shortstops spills, leaks and dried up toothpaste mess on counters and sinks.

“Kids and parents have asked us for a less-mess, more effective alternative to toothpaste. FireFly Fluoride Foam Toothpaste provides the superior benefit of getting the ‘hard to reach places’ where problems start; and is less messy than regular pastes.  We know kids have much more fun this way than dispensing the product onto a toothbrush,” says Geoff Carroll, Chief Marketing Officer at Dr. Fresh LLC, maker of the best-selling FireFly light-up timer toothbrush.  “Together with our self-timing Ready Go Brush, Firefly Fluoride Foam Toothpaste provides the ultimate platform for easy, effective brushing starting at a young age.”

A perfect partner for the toothpaste, the new FireFly Ready Go Brush is a fun and motivational tool that “times” kids to make sure they brush the dentist-recommended 60 seconds per arch. It has a flashing light that changes from green for “go” to yellow for “halfway there” to red for “finished.”  As a bonus, the brush has a suction cup holder that allows it to be stored upright and hygienically, making sure it does not collide with other toothbrushes or germs on the bathroom counter.

Fledgling brushers will be entertained by the colorful green-yellow-red flashing “stoplight” motif, which is easily activated at the touch of a button. Parents will love the reduction in counter clutter offered by the suction cup handle, not to mention not having to nag kids to brush their teeth.  The brush features soft, high quality Dupont Tynex bristles that are effective yet gentle on delicate young gums, and a child-friendly ergonomic design.

Kids will also love the FireFly Fluoride Foam Toothpaste and Ready Go Brush choice of characters:  Angry Birds, Marvel’s Spider-Man, Barbie(TM)*, or FireFly.

FireFly Fluoride Foam Toothpaste is recommended for ages 3 to 12.  Made in the U.S.A., it comes in a 1.69 ounce pump dispenser bottle and retails for  $2.49.  Available at Walgreens, Target and other fine drug and mass retailers. FireFly Ready Go Brushes are American Dental Association (ADA) Accepted and retails for $3.49 at Target, Kroger and Meijer stores.

About Dr. Fresh LLC

Dr. Fresh LLC (, one of the fastest growing oral care companies in the U.S., is the developer of over 250 different quality and cost-effective personal care products. Established in 1998, Dr. Fresh offers quality personal care products including its top-selling FireFly(®)( )flashing toothbrush for kids, Reach(® )advanced toothbrushes providing superior cleaning for hard to reach places, and Binaca(®) breath freshening products.  With broad international business, Dr. Fresh maintains manufacturing facilities in the U.S, China and India.  From molding to packaging, all production procedures are carried out in-house with state of the art machinery to maintain the highest standard of quality control, producing over 100 million toothbrushes per annum.

* BARBIE and associated trademarks and trade dress are owned by, and used under license from, Mattel, Inc. © 2013



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