Crest Newsroom

Crest + Oral-B Continue The Fight Against Cavities with new Frozen Designs

Actress Kristen Bell Joins Crest + Oral-B to Launch New Line of Frozen-Inspired Toothbrushes and Toothpaste Compatible with Oral-B Interactive App for Kids to Help Increase Brushing Time


Monday, April 6, 2015 11:29 am EDT



Public Company Information:

"Frozen-inspired toothbrushes and toothpaste from Crest + Oral-B can help kids get excited about brushing and help parents find those #2MagicalMinutes with their child."

CINCINNATI--(BUSINESS WIRE)--Today, Crest® + Oral-B® are thrilled to unveil a new line of Crest + Oral-B Pro-Health JR. toothpaste and toothbrushes, featuring beloved characters from Disney’s Frozen, with the help of actress Kristen Bell. The Disney Magic Timer App by Oral-B, an interactive oral care app for kids that can help increase brushing time, will now feature Frozen characters, including Elsa, Anna and Olaf.

Dental professionals recommend brushing for at least two minutes to maintain good oral health. However, research1 suggests that most people, especially children, do not meet that goal, and typically spend less than one minute brushing. The new Frozen-inspired toothbrushes and toothpaste from Crest + Oral-B, offer parents tools to excite kids with brushing. Paired with the App to act as an interactive timer to keep kids engaged while brushing, parents can rest easier knowing that nine out of 10 kids brush longer when brushing with the App.2

To raise awareness about the importance of children’s healthy oral care habits, Crest + Oral-B have also partnered with actress Kristen Bell by developing a video hosted on Oral-B’s YouTube channel. The video features Bell highlighting the challenges parents can face in getting kids excited about brushing, all while keeping them engaged to brush for the two minutes recommended by dentists. As the voice of Anna in Frozen and a mother of two, Bell was an organic choice to promote the new Frozen-inspired line of products, as well as the new products’ compatibility with the App. To check out the video, click here:

Many parents yearn for meaningful moments with their child in today’s time-constrained society. Consumers are encouraged to share the video along with their own unique photos and videos featuring creative tips they use to make their #2MagicalMinutes of brushing with their kids more successful and meaningful.

“If any parent knows the challenges first-hand of getting a kid excited to brush her teeth amidst a crazy work schedule, it’s me,” said Bell. “Frozen-inspired toothbrushes and toothpaste from Crest + Oral-B can help kids get excited about brushing and help parents find those #2MagicalMinutes with their child.”

The new Frozen-inspired products include the Crest Pro-Health JR. Toothpaste, Oral-B Pro-Health JR. CrossAction Toothbrush, Oral-B Pro-Health JR. Pulsar Toothbrush and the Oral-B Pro-Health JR. Vitality Electric Toothbrush.

  • Oral-B Pro-Health JR. Vitality Electric Toothbrush: This toothbrush is perfect for children aged eight through 12. It has a waterproof handle, rechargeable battery, a two-minute brushing timer, and is compatible with multiple toothbrush heads, including the Ortho Brush Head refill, which is designed to clean around braces. Suggested retail price is $29.99, and product availability can be found at retailers nationwide this spring (April).
  • Oral-B Pro-Health JR. Pulsar Toothbrush: Designed with children aged 8-12 in mind, this toothbrush gets into the tight spaces and gaps commonly found in kids’ changing mouths. With gentle vibrating bristles, its deep cleaning power helps break up plaque. Its battery-operated power gently sweeps away food and plaque from the tooth surface, while penetrating deep between teeth and adjusting to the contours of kids’ teeth. Suggested retail price is $5.99, and product availability can be found at retailers nationwide now.
  • Oral-B Pro-Health JR. CrossAction Toothbrush: This toothbrush is designed for children aged eight through 12, with soft, angled CrissCross bristles that clean between the gaps in kids’ changing teeth, including those who have braces, removing plaque in hard to reach places. It includes a textured tongue cleaner that removes odor-causing germs, as well as a smaller brush handle designed to fit easily in kids’ hands. Suggested retail price is $3.99, and product availability can be found at retailers nationwide in March.
  • Crest Pro-Health JR. Toothpaste: This toothpaste is designed for children aged eight through 12, and comes in a great, kid-friendly mint flavor while preventing cavities and freshening breath. It protects the areas that dentists check most in kids, including fighting cavities, strengthening teeth enamel and freshening breath. Suggested retail price is $2.75, and product availability can be found at retailers nationwide now.

Created in collaboration with DreamPlay, the Disney Magic Timer App by Oral-B is the first and only app that utilizes Disney characters to help parents effortlessly extend brushing time for their kids. By utilizing Disney characters featured on Crest + Oral-B Pro-Health JR. and Stages products, the free App motivates children to brush for the dentist-recommended two minutes. Each time kids brush, Disney character images are revealed. Kids have the opportunity to unlock 23 custom animations and 1,900 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.

The App has over 1.3 million downloads to date, was featured as the “Best New App” for Kids by Apple, and was named the #1 downloaded free app for kids “Ages 6 to 8” on iPhones in the U.S. and 40 other countries and the #2 downloaded free app in “Health & Fitness” on iPads in the U.S.3 The App can be downloaded via the Apple App Store on iTunes and on Google Play.

For a limited time, click here and redeem a coupon for savings on all Crest + Oral-B Pro-Health Stages and JR. products! -

To share your #2MagicalMinutes, like Crest and Oral-B on Facebook or follow the brands on Twitter (@Crest, @OralB). For more information about Crest + Oral-B JR. oral care products and to learn more about children’s dental care, go to and To learn more about the Disney Magic Timer App by Oral-B, go to

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 Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always(R), Ambi Pur(R), Ariel(R), Bounty(R), Charmin(R), Crest(R), Dawn(R), Downy(R), Fairy(R), Febreze(R), Gain(R), Gillette(R), Head & Shoulders(R), Lenor(R), Olay(R), Oral-B(R), Pampers(R), Pantene(R), SK-II(R), Tide(R), Vicks(R), Wella(R) and Whisper(R). 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.

1 The effect of brushing time and dentifrice on dental plaque removal in vivo.
2 Oral-B Kids Brushing Study
3 February 2014 through June 2014


Jessica Singer, 646-500-7836
Procter & Gamble
Kris Parlett, 513-622-2311