Dr. Fresh FireFly kids' toothbrush gets ADA seal

Dr. Fresh's FireFly children's toothbrush and its licensed counterparts -- Barbie, Spider-Man, Hot Wheels, Hello Kitty, and Peanuts toothbrushes -- have been awarded the ADA Seal of Acceptance, the company announced.

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

FireFly and its licensed character and cartoon cousins 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 or lower. After the flashing stops, the user reactivates the button and moves on to the remaining row of teeth.

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