Raving Toy Maniac

(RTM note: we've really been enjoying seeing the variety of licensed Angry Birds items. Every now and then, there is a license that is just plain fun to watch and see how far it can go.)

Red Hot Angry Birds® Brand Lands In The Oral Care Aisle Thanks To New Licensing Agreement With Dr. Fresh®, Inc.

BUENA PARK, Calif., April 19, 2012 -- 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 possible TV series and film features 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.

Dr. Fresh, Inc. (http://www.drfresh.com), one of the fastest growing oral care companies in the U.S., is the developer of over 250 different quality and cost-effective personal care products. Established in 1998, Dr. Fresh offers quality personal care products from its top-selling FireFly® flashing toothbrush for kids to Binaca® breath freshening products. With broad international business, Dr. Fresh maintains manufacturing facilities in the U.S, China and India. From molding to packaging, all production procedures are carried out in-house with state of the art machinery to maintain the highest standard of quality control, producing over 100 million toothbrushes per annum.