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TOY STORY; ORALGIENE OFFERS KIDS' TOOTHBRUSH.

CULVER CITY, Cal.-A toy store isn't the first place most consumers would go looking for an electric toothbrush, unless, of course, the consumer is buying it for a child.

Oralgiene has launched a smaller version of its 60 Second Time Machine Power toothbrush at FAO Schwartz, the well-known toy retailer. The toothbrush targets children under 6 with a clear handle that lights up and has plenty of internal gizmos for them.

The Time Machine also has more practical features, including automatically positioned bristles and a timer to let kids know when they have brushed long enough.

The initial version of the toothbrush, introduced in late '97, is available in more traditional retailers, including Bloomingdale's, Dillard's, Foley's and Linens 'n Things.

"It has been wonderful," said Loren Krok, Oralgiene's marketing director, about the growth of the product. "We're not in mass markets yet, but we hope to be in the near future."

Krok said the company has been concentrating on getting the message out to dentists about the product's features. They have also released consumer advertising and in-store demonstrations. Oralgiene is planning to launch a TV campaign to support the Time Machine in the fourth quarter, Krok added.

The Time Machine retails for between $49 and $59.
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Comment:TOY STORY; ORALGIENE OFFERS KIDS' TOOTHBRUSH.
Author:Bryceland, Kristen
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Jun 28, 1999
Words:207
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