The key challenge was getting children to brush regularly and properly. As any parent knows, getting a child to brush can be nightmarish. The key objective was to make brushing fun so children would want to do so.

After coming up with the idea of a toothbrush attachment with a built-in game, the challenges were to make it simple enough for 8 -12 year old children in developing markets to use, and cost-effective enough to mass-produce as a sampling give-away. It also had to appeal to both genders, and be understandable by parents who might not be technologically savvy themselves.

It is not a new or complex technology. The game needed to be simple, easy and clear given its audience of 3-8 year old children in developing markets, and be cost-effective to mass produce as a sampling give-away.

ToothPet is a toothbrush attachment with a waterproof screen that attaches to any regular toothbrush. It is activated by the horizontal motion of tooth brushing. Once activated, a timer reminds the user of the time passed since last brushing. The pet will appear in its status mood – either happy, sad, losing teeth, or dying. With regular brushing the pet will be happy. If not used for 24 hours ToothPet will be unhappy, and after 48 hours will die.

The technology was created by Colgate’s creative agency and a technology partner, and produced in Guangzhou China.

The game code, animation, and screen display resolution are being further iterated to incorporate user feedback from target markets.

Production investment is currently being finalised.

The goal is nothing less audacious than encouraging better oral health habits in the next generation of children.

The beta product has been received brilliantly with the initial target market who confirm that ToothPet not only makes toothbrushing more fun for families, but is also starting to create new and better oral care habits with children.

Global roll out of the ToothPet is scheduled for Q4 2013. The plan is for ToothPet to be distributed as a part of Colgate’s Oral Health Month (OHM), an annual initiative dedicated to promoting oral health and hygiene awareness in partnership with local dental associations. As part of the free dental clinics and oral care education activities, ToothPet will be sampled to children to use at home.