Dental News - Sunstar to launch Star Wars-inspired toothbrush line

Dental Tribune International

Tue. 27 March 2012

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CHICAGO, Ill., USA: Healthcare-products manufacturer Sunstar Americas has announced the upcoming market launch of its new movie-inspired GUM toothbrushes for children. The Star Wars line will be available in U.S. retail stores soon and comprise manual and powered toothbrushes featuring iconic characters and props from the multibillion-dollar franchise owned by LucasArts in San Francisco.

Sunstar revealed its latest licensing deal with the sci-fi film and videogame producer in fall last year. The agreement allows the Chicago company to use characters from the popular movie franchise, such as Darth Vader or Yoda, to brand its new toothbrush line. The financial details of the agreement were not disclosed.

Sunstar already distributes toothbrushes targeting children under the Garfield brand, which is held by Paws Inc., a company founded by Jim Davis, a former cartoonist and creator of the popular comic cat.

In addition to the Star Wars design, the new toothbrushes will feature established technology, including Dome Trim soft bristles designed for plaque removal below the gum line, the company said. It added that the products may motivate children to brush their teeth more regularly and establish good oral health habits.

Starting with the release of the first movie in 1977, the Star Wars franchise has earned LucasArts more than $20 billion in merchandise over the last four decades. A 3-D version of its fourth movie in the series "Star Wars Episode I: The Phantom Menace", originally screened in 1999, has just been released in theatres.

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