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Angry Birds in the Oral Care Aisle

See which brand is licensing this hot online game.

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By: TOM BRANNA

Editor

If you don’t know what Angry Birds is, your kids do.

The online game has been downloaded more than half a billion times across all platforms since it launched in 2009—and now the brand is heading to the oral care aisle.


Dr. Fresh Inc., maker of the FireFly toothbrush, has entered a new licensing agreement as the exclusive U.S. manufacturer and marketer of Angry Birdsbranded oral care products.


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.

The FireFly Angry Birds Squirt ‘N Brush Tooth Foam format is being billed as 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.

“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.

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