Aquafresh, the UK’s number one kids’ oral care brand[1], is launching an exciting new partnership with PAW Patrol ® – the UK’s most beloved children’s entertainment show [2] produced by Spin Master Entertainment, airing on Nickelodeon and streaming on Paramount+ – to introduce a fun and educational approach to children’s oral health.
Launching in August, the new Aquafresh PAW Patrol TM Toothbrush is designed by dental experts for children aged 3-8 years, featuring characters Chase, Marshall, Rubble and Skye. The toothbrush features end-rounded bristles for effective cleaning and gentle care of gums, and its flex-zone helps control pressure when brushing. It also has a suction foot for an easy stand and hygienic storage.
This partnership also includes a relaunch of Aquafresh’s popular children’s toothpaste range – Milk Teeth, Little Teeth and Splash – now available in vibrant PAW Patrol packaging designed for children aged 0-2, 3-5 and 3-8 years.
Cavity protection remains the top priority for parents when choosing their children’s toothpaste[3]. Catering to this need, the Aquafresh kids’ toothpaste range – Milk Teeth, Little Teeth and Splash, helps provide gentle care and cavity protection to their children’s teeth. Delivering active fluoride to strengthen enamel, the toothpaste range helps kids’ little teeth grow.
Given the enduring popularity of PAW Patrol® and 92% of parents saying that their children play a role in choosing their toothpaste[4], the collaboration is designed to capture children’s attention and positively influence family purchasing decisions.
Monica Michalopoulou, GBI Marketing Director at Haleon, said “Developing good oral care routines from a young age is essential to lifelong oral health. And we know how challenging it can be for parents to encourage daily brushing. That’s why we are teaming up with PAW Patrol to make brush time more fun and encourage healthier habits from an early age.
With eye-catching new designs across our toothpaste range and the launch of our PAW Patrol toothbrush, we are giving families products that kids will love, and parents can trust to deliver the right care.”
The Aquafresh PAW Patrol Toothbrush is now available at RRP £2.60 exclusively in Sainsbury’s and Boots and will widely be available next year. The toothpaste range is available across grocery and pharmacy at RRP £2.20.
References
[1] Circana All Outlets incl. Chemists, Oral Care, value sales and unit sales for 52 w/e 4th Jan 2025. For verification, please contact mystory.gb@haleon.com
[2] UK (Circana, 2024)
[3] Kids’ Oral Care Category Insights Deck, Haleon – Page 4: parents were asked to rank features of toothpaste in order of importance
[4] Health Hub “DEPTH” survey (an online qualitative survey exploration) with 60 parents
[5] Kids’ Oral Care Category Insights Deck, Haleon – Page 6: parents were asked does your child influence your decision when purchasing toothpaste?
