New App Features Disney and Marvel Animated Characters

By Procter & Gamble, Associated Press | Posted - Mar. 3, 2014 at 8:11 a.m.

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CINCINNATI--(BUSINESS WIRE)--Mar 3, 2014--Oral-B ® is excited to announce the launch of an interactive oral care app for kids, the new Disney Magic Timer App by Oral-B. Created in collaboration with Disney and powered by DreamPlay ®, this breakthrough innovation is an oral care app that helps kids increase brushing time i, which is identified by dentists as an area of concern and improvement for children.

Dental professionals recommend brushing for at least two minutes in order to maintain good oral health. However, research ii suggests that most people, and especially children, do not meet that goal, and typically spend less than one minute brushing.

The Disney Magic Timer App by Oral-B is designed to help parents effortlessly extend brushing time for their kids. By bringing to life Disney and Marvel characters featured on the Oral-B and Crest Pro-Health Stages products, the app encourages children to brush. Kids are challenged to complete two minutes of brushing and each time they brush, Disney and Marvel character images are revealed. Kids have the opportunity to unlock 16 custom animations and 1,600 rewards, ensuring the app maintains its novelty and transforming the act of brushing into a game. The app is set for a 21-day cycle, to help establish good habits.

Procter & Gamble, an emerging leader in digital programming for tooth-brushing motivation, conducted a brushing study, which revealed 9 out of 10 kids brush longer when brushing with the Disney Magic Timer App by Oral-B 1.

The Disney Magic Timer App by Oral-B is free and works with any Oral-B or Crest Pro-Health Stages products. The two-minute timer app can be downloaded via the Apple App Store on iTunes and on Google Play.

Oral-B has also partnered with Olympic Gold Medalist and mother of two, Dominque Moceanu, to raise awareness about the importance of children’s oral care and garner excitement around the launch of the new app. Oral-B and Moceanu are asking parents to share stories via pictures and videos on Instagram about the craziest steps they have taken or would take to get their children to brush their teeth.

“As a mom, I know how impossible it can be to instill healthy oral care habits in my kids” said Moceanu. “I have gone to great lengths including singing our ABC's and tickling my children to get them to brush. That is why I am so excited to partner with Oral-B and use the new app with my children.”

To celebrate the new app, Oral-B and Disney are excited to announce the launch of the Disney Magical Time in NYC Sweepstakes. Consumers can enter for the chance to win an unforgettable Disney experience in New York City. Five additional winners will receive travel kits, including Oral-B and Crest Pro-Health Stages products and a tablet to download the new Disney Magic Timer App by Oral-B. To enter the sweepstakes visit The sweepstakes begins March 3rd and will run through April 30 th. No purchase necessary. Void where prohibited.

Oral-B and Crest Pro-Health Stages are dentist-inspired oral care products for every stage of a child’s development. The Pro-Health Stages product line includes:

Oral-B Pro-Health Stages Toothbrushes : The Oral-B Pro-Health Stages manual toothbrushes are designed to meet the specific needs that a child's age and development demands with different features for each stage. Crest Pro-Health Stages Toothpastes : The Crest Pro-Health Stages toothpastes help fight cavities, strengthen enamel and freshen breath in a kid-tested, mild gel formula. Oral-B Pro-Health Stages Power Toothbrush: The Oral-B Pro-Health Stages Power toothbrushes feature gentle, vibrating bristles that help break up plaque between teeth for a deep clean and a pressure-sensitive, split head that adjusts to the contours of kids’ teeth. More information about Oral-B and Crest Pro-Health Stages is available at and To learn more about the Disney Magic Timer App by Oral-B, visit Like Oral-B and Crest on Facebook or follow them on Twitter ( @OralB, @Crest ) to receive updates from the brands and learn more about children’s dental care.

About Crest

A trusted leader in oral health, Crest was the first oral care brand to secure the ADA Seal of Acceptance for a clinically proven fluoride toothpaste. Since first introducing fluoride toothpaste 54 years ago, it is estimated that Crest has helped prevent more than half a billion cavities in the United States. Headquartered in Cincinnati, OH, Crest is owned and distributed by The Procter & Gamble Company.

About Oral-B

Oral-B is the worldwide leader in the over $5 billion brushing market. Part of The Procter & Gamble Company, the brand includes manual and electric toothbrushes for children and adults, oral irrigators and interdental products, such as dental floss. Oral-B manual toothbrushes are used by more dentists than any other brand in the U.S. and many international markets.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

i Oral-B Kids Brushing Study ii The effect of brushing time and dentifrice on dental plaque removal in vivo.

Photos/Multimedia Gallery Available:


Elyzabeth Massucci, 646-500-7829



SOURCE: Procter & Gamble

Copyright Business Wire 2014

PUB: 03/03/2014 10:06 AM/DISC: 03/03/2014 10:06 AM

Copyright © The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Procter & Gamble


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