Fast-growing oral care challenger Ordo has expanded its collaboration with soft toys brand Squishmallows, adding Ordo x Squishmallows ’Mallows Squad Sonic Edge electric toothbrush.
The rechargeable device (rsp: £24.99) was “designed to make brushing fun, personalised and effective for older kids and tweens”, said Ordo. Available now, it promises at least six weeks’ battery life, a two-minute timer and “dentist-approved performance”.
The launch – ahead of World Oral Health Day on 20 March – builds on the early success of Sonic Edge, Ordo’s most affordable rechargable toothbrush to date. It debuted in September in seven colourways, with an rsp of £14.99.
Accompanying Ordo x Squishmallows ’Mallows Squad Sonic Edge is the Squishmallows Travel Topper & Sonic Brush Head (rsp: £10). It comprises one brush head and an antimicrobial travel cap in a choice of four Squishmallows characters: Cam the Cat, Patty the Cow, Samir the Whale and Zozo the Bigfoot.
Later this month, Ordo will roll out an Apollo variant of its range of Squishmallows Sonic Kids battery toothbrushes – currently priced at £12.99.
Ordo first teamed up with Squishmallows in summer 2024, rolling out a seven-strong range of electric toothbrushes.
This month’s innovations reinforced Ordo’s “mission to improve children’s oral health across the UK”, said the brand – which last August called for an end to the 20% VAT on children’s oral care products. It currently runs ‘Teeth of Tomorrow’, a campaign that advocates for the removal of the sales tax.
“Following the success of our ongoing Squishmallows partnership, ’Mallows Squad Sonic Edge is the next step in making oral care both accessible and exciting for tweens,” said Barty Walsh, Ordo founder and CEO. “By combining beloved characters with high-performance technology, we’re engaging tweens and adults alike to embrace healthy brushing habits through personalisation, design, effectiveness and affordability.”
Sam Ferguson, SVP of global licensing at Squishmallows owner Jazwares, added: “The goal of this collaboration is to turn a routine task into a genuine moment of fun and excitement, all inspired by the much-loved characters our fans cherish and love to collect.”
No comments yet