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CHILDREN’S
ORAL HEALTH CARE MARKET IS ‘SERIOUS FUN’
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KidGenics Time Machine Electric Toothbrushes & Tooth Tattoos Add
Excitement To
Fast Growing Segment of Dental Care Market -- CULVER
CITY, CA. --- The $350 million electric toothbrush retail market is
getting a big push from kids looking to have some fun while they and
their parents manage the serious business of taking care of their teeth.
The
focal point of the fast growing children’s oral healthcare category
is the electric toothbrush, but new items like washable tooth tattoos,
fun floss and tongue cleaners are helping to spin expected annual double-digit
sales for drug chain and mass merchant retailers. The retail market,
is expected to grow from $350 million to $505 million in 2005, according
to research reports.
This
is good news for companies like KidGenics, the maker of the 60 Second
Time Machine electric toothbrush, which dominates the children-only
segment with 5 percent of the total electric dental appliance market. Having Fun With
Good Oral Health Care
Since its introduction in 1997, The 60 Second Time Machine, with its
patented, 45-degree angled, dual spinning brush heads, flashing lights
and timer, has grown to become a children’s oral healthcare leader,
putting a sparkle in oral health care product ingenuity. The
60 Second Time Machine is the first power toothbrush specifically designed
for kids. It makes dexterity a simple matter; cleans all six surfaces
of the teeth at once; plus includes a timer to insure proper count-down
maintenance. So the Time Machine’s potential is enormous now that dental
professionals have started recommending it to parents, and kids actually
like using it,” said Loren Krok, vice president of KidGenics, a division
of Oralgiene USA, Inc. based in Culver City, Calif. The
60 Second Time Machine rechargeable toothbrush, KidGenics flagship product,
sells via retail distribution at a suggested retail price point of $39.95.
The battery powered 60 Second Time Machine toothbrush (including two
AA batteries) retails at an economical $24.99. A major promotional
campaign in the Spring of 2002 with national 30-second spots on Nickelodeon’s
children programming, targeted consumer public relations, and in-store
promotional support will help introduce the battery powered 60 Second
Time Machine toothbrush to children and parents alike. Kids are Driving
Sales
The
children’s oral care market is driven by the boom in two-to-11-year-olds
and by some alarming statistics that affect the nation’s children.
According
to the American Academy of Pediatric Dentistry (AAPD), 20 percent of
the children in the U.S. account for 80 percent of cavities. In addition,
tooth decay in primary teeth (baby teeth) is currently at epidemic proportions,
particularly in poorer population segments where tooth decay among children
is at the 90 percent level. According
to an AAPD study, 80 percent of pediatric physicians, often the primary
gatekeepers for care of a child’s teeth, have little or no training
in children’s oral healthcare. It was found that physicians receive
only two hours or less of dental training during their entire medical
education. “What
has become apparent to children and their parents is that electric toothbrushes
are faster, more effective and more fun in removing plaque,” said Philip
Brelus, a dentist in Monterey, California. “They’re great for kids with
braces, too, and for those who need a little extra push when it comes
to brushing their teeth,” he added. KidGenics’ 60 Second Time Machines are brightly colored, electric dual round brush units with visible revolving gears, flashing lights and 60-second countdown timers. The rechargeable unit was launched in 1997 when toy retailer FAO Schwarz was first to pick it up. It wasn’t too long afterward that Bloomingdale’s, Fortunoff, Bed Bath & Beyond and major mass merchants like Target and Wal-Mart began taking on the product. The battery operated 60 Second Time Machine, launched at the beginning of 2002, features some changes including a new slim, self-standing design. The patented brushes use AA batteries, eliminating the need for electricity and providing worldwide travel advantages. Rinse slots and clear brush heads provide easy to see, hygienic cleansing practicality. Dexterity and brushing is a problem for children; but not with the 60 Second Time Machine special dual brushes angled at the proper, dentist recommended angle and reaching all tooth surfaces in one clean sweep … upper, lower, inside, outside plus chewing surfaces. Bright colors, flashing lights and a see-through handle with rotating gears make brushing friendly fun for kids. “It’s
one of the first personal care products in electronics FAO Schwarz has
taken on, and it’s been a very big success,” said Jim Meyer, former
senior buyer at FAO Schwarz. “The idea of starting early with proper brushing habits when you’re a child is appealing to a lot of our customers,” said Valeria Alia, personal care buyer, Bloomingdale’s. “You’re also making it much more fun for the kids.” About
the 60 Second Time Machine Patented Design The
Time Machine is the preferred electric toothbrush for children among
dental professionals because its patented brush heads are positioned
for optimal cleaning at the 45-degree angle recommended by dentists
and hygienists. The brush heads surround teeth, gently massaging and
removing plaque from all six surfaces of the teeth at once, automatically.
After 60 seconds, the Time Machine’s blinking lights indicate when brushing
is finished. Clinical
studies for the 60 Second Time Machine toothbrush were conducted in
accordance with American Dental Association guidelines. “Because
of its unique design, the Time Machine toothbrush is extremely effective,
efficient and easy to use. When kids get their hands around this toothbrush,
they don’t want to let go, which is good news for parents,” said Martin
Giniger, DMD, Ph D, director, Division of Diagnostic Sciences, New Jersey
Dental School. And
Now More Serious Oral Health Care Fun! To
add even more “serious fun” impulse buying power to the kids oral care
category, KidGenics ntroduces a first of its kind line of tooth tattoos,
called Tooth Tat 2’s. These completely safe, peel-on and brush-off
tattoos are expected to cause a sensation among youngsters looking to
put on a new smile for schoolmates, friends and relatives. The company
is also planning heavy promotions on Nickelodeon and in other children’s
media. About KidGenics
Headquartered in Culver
City, Calif., KidGenics is a division of Oralgiene USA and manufactures
and distributes the patented 60 Second Time Machine, the first power
toothbrush designed specifically for children, and other distinctive
oral health products marketed directly to children between the ages
of five and 10 years. Electronic
images are available. For more information, call us at 1.800.933.6725
or visit our
ONLINE STORE
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