Angry Birds now in dental aisle, thanks for Dr. Fresh

Buena Park, CA -- Dr. Fresh®, Inc., maker of the best-selling FireFly® toothbrush, announced that it has entered a new licensing agreement as the exclusive U.S. manufacturer and marketer of Angry Birds® branded oral care products. Angry Birds fever has captivated a broad swath of consumers across all generations, and Dr. Fresh is the first to leverage the brand’s appeal in an innovative oral care line.

The first of numerous products to be rolled out under the licensing arrangement will be the FireFly Angry Birds Squirt ‘N Brush Tooth Foam, launching in the third quarter of 2012. This exciting, unconventional format creates a new genre within the toothpaste category, and is expected to change the way that children in particular look at the task of toothbrushing. The Angry Birds association and colorful graphics are expected to broaden the product’s allure even further.

“We are thrilled to partner with a brand whose fan base is ardent, large, and growing, and to leverage that appeal in products designed to encourage healthy oral care habits, especially among children,” says Daniel Enriquez, Vice President of Sales at Dr. Fresh.

The Angry Birds game has been downloaded more than half a billion times across all platforms since it launched in 2009, and is the recipient of a host of industry awards, with a possible TV series and feature film now in the works.

The FireFly Angry Birds Squirt ‘N Brush Tooth Foam format represents a significant departure from traditional toothpaste. Instead of being squeezed onto the brush, it is dispensed directly into the mouth. It allows for easier cleaning of hard-to-reach places and is especially user-friendly for kids who wear braces.

For information about other Dr. Fresh products, visit www.drfresh.com.

For related news about Dr. Fresh, go to Hello Kitty joins FireFly family of light-up toothbrushes.

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