Little Brushies, a dental wellness brand established by two practising dentists and mothers, has launched Brushi Bear™, a patent-pending, double-sided sonic electric toothbrush tailored for children aged 0-3 years. The introduction of Brushi Bear™ comes at a time when tooth decay is the primary cause of childhood hospital admissions, affecting approximately 530 million children globally. By combining advanced baby oral care technology with elevated design, Brushi Bear™ is a natural fit for children’s lifestyle boutiques, intentionally created to sit comfortably alongside premium clothing, accessories, and nursery products. CWB speaks to founders Dr Annie Smith and Dr Mary Baptista to learn more.

 

What inspired the creation of Brushi Bear™, and how does your personal experience as dentists and parents influence its design?

When our children began teething, they were instantly drawn to our electric toothbrushes, eager to mirror our routines. Those brushes, however, were far too powerful for their delicate mouths, and it quickly became clear that there was no gentle, thoughtfully designed alternative for babies and toddlers. That unmet need became the starting point for Brushi Bear™.

As dentists, one of the questions we hear most often from parents of babies and toddlers is, “How can I get my little one to let me brush their teeth?” It is a challenge we see daily in practice, and one we experienced ourselves at home. Brushi Bear™ was designed to bridge that gap, engaging children in a way that feels calm and reassuring, while giving parents confidence in the care they are providing. Every detail reflects a balance of clinical expertise and lived parenting experience, with the intention of helping families build healthy oral habits from the very start.

 

 

How does Brushi Bear™ compare to traditional toothbrushes?

Brushi Bear™ was born out of our own experiences as practising dentist mothers, navigating those early brushing moments with our children. We saw firsthand how challenging oral care can be in the first few years of life, and how important this stage is for shaping lifelong habits. Brushi Bear™ became our answer to making early oral care easier, gentler, and more enjoyable for families, starting from the very first tooth.

One of the biggest challenges we faced, both professionally and at home, was cleaning effectively when little mouths would not open wide or when children instinctively bit down. The double-sided brush head was designed with these real-life moments in mind, helping parents clean more confidently and consistently while reducing stress at brushing time.

As dentist mothers, we also understand how quickly a child’s needs change in the first three years. That is why Brushi Bear™ adapts as children grow. The gentle Mellow Mode delivers 3,000 pulsations per minute to soothe teething gums and introduce brushing during the first year. When toddlers are ready for a deeper clean, Mighty Mode increases to 6,000 pulsations per minute to help remove plaque in a growing dentition.

We wanted Brushi Bear™ to feel intuitive for parents and empowering for children. The bear-shaped handle is easy for adults to guide while also being comfortable for little hands to hold, encouraging early independence. A built-in two-minute nursery rhyme helps turn brushing into a familiar daily ritual, while light-up progression indicators give children a simple and reassuring sense of time.

Every material choice was made with safety and comfort in mind. Soft medical-grade silicone feels gentle in small mouths, and all components are BPA-free and suitable for infant oral use. The rechargeable battery lasts over 50 days, making it practical for busy families, and the zero plastic packaging reflects our commitment to sustainability as both clinicians and parents.

For us, Brushi Bear™ is about more than a toothbrush. It is about supporting families through those early years, reducing anxiety around brushing, and helping children build positive oral health habits that can last a lifetime.

 

 

What clinical evidence supports the effectiveness of Brushi Bear™ in establishing healthy oral habits from an early age?

Research consistently shows that introducing daily oral hygiene routines from the very first tooth is the most effective way to prevent tooth decay and gum disease in young children. Establishing these habits early helps reduce the risk of infection and cavities, laying the foundation for lifelong oral health.

Studies have also shown that electric toothbrushes provide superior plaque removal and improved gum health, particularly in younger children whose manual dexterity is still developing. We know that effectively managing plaque in early childhood is crucial, as early biofilm accumulation is a primary risk factor for early childhood decay.

Brushi Bear™ was created to respond to this critical need in early oral care. Our design builds on the evidence supporting the benefits of powered brushing while being carefully adapted to the developmental stages, safety requirements, and behavioural patterns of babies and toddlers. In combining clinical expertise with thoughtful, child-centred design, Brushi Bear™ helps families introduce effective oral care routines that are both gentle and engaging, supporting healthy habits from the very start.

What feedback have you received from parents, and how has that influenced the evolution of Brushi Bear™?

From the very beginning, Brushi Bear™ was developed in real family life. We tested early prototypes with our own children for over two years, refining everything from brush head size and handle grip to different nursery rhymes. That hands-on approach gave us huge confidence that we were creating something that worked effectively and that children genuinely wanted to use.

Since launch, the response from parents has been incredible. We consistently hear that brushing battles have reduced, routines feel easier, and children are more excited to brush independently. For us, that’s the ultimate validation: we’re not just selling a product, we’re solving a daily challenge for families.

Importantly, customer feedback is actively shaping our growth. One of the most frequent requests has been for Brushi Bear™ to grow with their children, which has accelerated the development of our next age-stage brush. Parents don’t just want to try Brushi Bear™; they want to stay with the brand. That loyalty tells us we’re building more than a toothbrush; we’re building a trusted children’s essential that families want as part of their everyday routine.

 

 

What opportunities does your unique positioning create within the kids’ lifestyle sector?

Our vision for Brushi Bear™ was to create a children’s dental product that felt at home alongside the beautiful Scandinavian-inspired baby products we chose for our own babies and children. As parents, we were drawn to products that are thoughtfully designed, aesthetically pleasing, and seamlessly fit into modern family life, and we felt oral care was missing that elevated approach.

Brushi Bear™ bridges the gap between expert baby oral care technology and a lifestyle product. Our brushes are designed to delight children with engaging features, while still looking stylish on a bathroom shelf. That balance allows us to sit naturally within the wider childrenswear and parenting industry, rather than feeling confined to the traditional oral care space.

Because of this positioning, there are exciting collaborative opportunities with like-minded children’s brands, particularly those that value design, quality, and a cohesive lifestyle aesthetic. We already have collaborations in the pipeline and see strong potential for curated partnerships, gift bundles, and limited editions.

We absolutely believe Brushi Bear™ works beautifully in a children’s lifestyle store setting. Our packaging and brand identity are intentionally created to sit comfortably alongside premium clothing, accessories, and nursery products, making oral care feel like a considered purchase rather than just a clinical necessity.

Can you tell us more about the Tiny Smile Clinic™?

The Tiny Smile Clinic™ was created because prevention is about so much more than simply handing a child a toothbrush. It’s about shaping healthy habits from the very start, before the first tooth has even appeared.

Every day in clinic, we see how small, practical changes in brushing technique, feeding routines, and daily habits can dramatically improve a child’s oral health. Yet many parents tell us they’ve never been shown these simple, evidence-based tips. We realised there was a real gap between what dental professionals know and what families are doing at home.

Tiny Smile Clinic™ bridges that gap. It’s a prevention-led platform designed to give parents clear, expert guidance in a way that feels achievable and supportive, not overwhelming. We focus on empowering families with the right tools, the right techniques, and the right information from the earliest stages of development.

We’re also passionate about changing the perception of baby teeth. They are not “just milk teeth,” they influence speech development, nutrition, confidence, and the health of the adult dentition. Prevention in the early years isn’t just beneficial; it’s transformational. Early decay in baby teeth increases the risk of permanent tooth cavities by up to three times.

By combining education with high-quality, child-friendly oral care products, we’re helping parents feel confident that they’re doing the very best for their children’s smiles, from the very first brush.

 

 

With over 30 years of dental experience, how do you see Brushi Bear™ setting a new standard for children’s oral care products?

Brushi Bear™ is built on 30 years of clinical understanding combined with real-life parenting experience. We’ve seen firsthand that prevention has to start earlier, not once problems arise, but from the very first teeth.

We believe the future of children’s oral care lies in shifting the focus firmly towards early prevention and age-specific design. Too many products in the market take a one-size-fits-all approach, yet children’s mouths, motor skills, and habits develop rapidly in those early years. Brushi Bear™ supports those developmental stages with thoughtfully designed, age-appropriate features that make brushing both effective and enjoyable.

With current statistics around childhood dental decay remaining a real concern, the conversation around prevention has never been more important. Our mission is to make high-quality oral care an everyday essential for families, not an afterthought. By combining dental expertise with design-led appeal, we’re helping parents build healthy routines earlier and stick to them.

If we can make brushing something children look forward to, rather than resist, we don’t just sell more toothbrushes, we help shift long-term habits. That’s how we believe Brushi Bear™ can set a new standard in children’s oral care and, ultimately, help turn the tide on those statistics.

For wholesale enquiries, please contact hello@littlebrushies.com or click here for further information.