Dr. Fresh's FireFly toothbrushes earn ADA seal

BUENA PARK, Calif. — Dr. Fresh's FireFly children's toothbrush and its licensed counterparts have earned the American Dental Association Seal of Acceptance.

The ADA Council on Scientific Affairs' acceptance of FireFly is based on its findings that the product is effective for removing plaque and helping to prevent and reduce gingivitis when used as directed.

"This is the highest recognition an oral care product can receive, and a wonderful testament to the FireFly brand's leadership in the children's dental care category," stated Puneet Nanda, founder and CEO of Dr. Fresh. "The seal reaffirms that consumers can purchase these products with complete confidence, and also serves as a powerful selling tool for our retail partners."

Nanda noted that the seal immediately will be incorporated into packaging and displayed on shelf.

FireFly and its licensed character and cartoon cousins — Barbie, Spider-Man, Hot Wheels, Hello Kitty and Peanuts — employ a proprietary light-up timer technology to encourage compliance and develop good oral hygiene habits in young children. Each toothbrush lights up at the touch of a button and flashes for 60 seconds, the length of time dentists agree is required to thoroughly brush one row of teeth, upper and lower. After the flashing stops, the user reactivates the button and moves onto the remaining row of teeth.

The toothbrushes are priced between 98 cents and $3.

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