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musical toothbrush

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The Musical Toothbrush

October 20, 2006 Parents are always up for another trick to get their children to develop good dental hygiene habits and we suspect this new Toothtunes toothbrush will become a two-edged sword. On one hand the ability to get your child to brush when the toothbrush plays great music from top artists (Black Eyed Peas, Hilary Duff, Destiny’s Child, KISS, Kelly Clarkson and The Cheetah Girls) is a winner, but we suspect the US$10 one-song-per toothbrush model will be found ill conceived in the longer term because US$10 a song is just too much. But they have a captive market and it might be some time before we see an MP3 toothbrush using the same TOOTHTUNES’ patented technology which transmits songs and music vibrations through the teeth, which are then heard in the inner ear and they hence control this new musical medium. From vinyl to tape to CD-ROM, check out this fascinating chart showing how we have consumed our music. The chart finishes in 1998 and hence doesn’t include the MP3 phenomena.

Tiger Electronics, a division of Hasbro, is the innovator with the revolutionary TOOTHTUNES, an excellent example of how a company can create highly innovative, entertaining product that extends beyond the traditional toy and game aisle.

Users will hear two full minutes of the hottest music from today’s biggest stars which will keep them brushing. Some brushes will feature a congratulatory message upon completion.

The revolutionary toothbrush uses a micro-chip that provides hit music from the industry’s hottest artists, including Black Eyed Peas, Hilary Duff, Destiny’s Child, KISS, Kelly Clarkson and The Cheetah Girls, among others. To launch TOOTHTUNES, Hasbro has formed a strategic relationship with today’s top record labels including Interscope Records, Hollywood Records, Walt Disney Records, EMI-Capital Records, Sony BMG and Universal Music Group.

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What the entertainment industry is saying about TOOTHTUNES …

“TOOTHTUNES is wildly innovative, and we are thrilled that ‘Wake Up,’ the hit song by Hilary Duff, will help tween kids literally wake up with a smile every morning,” said Rob Souriall, Vice President of Strategic Marketing & Promotions, Hollywood Records (Part of the Buena Vista Music Group). “TOOTHTUNES is pure magic…and our company is known to believe in magic.”

“Everyone in the music industry who experiences TOOTHTUNES ‘gets’ it immediately,” said Fred Goldring, a prominent entertainment attorney whose firm represents Will Smith, Black Eyed Peas, Beyonce and Gwen Stefani. “There is a real ‘wow’ factor in everyone’s reaction the first time they try it.”

What dentists are saying about TOOTHTUNES…

Members of the dental community are equally enthused. “I was so impressed when I heard about TOOTHTUNES that I wanted to be part of its development,” said Dr. Ed McLaren. “It’s difficult to get kids to brush – they think it’s boring. But with popular music from the artists that kids love, this is the brush that will finally get them brushing for the two minutes that dentists recommend.”

McLaren’s wife, Dr. Sandy McLaren, who has been practicing dentistry for over 20 years with adults and children, feels this could change how people brush. “As a dentist and a mother of three, I’m excited to see this much needed innovation. I let some of my patients try TOOTHTUNES and they flipped. This is clearly the most entertaining product to ever enter the oral care industry.”

“The most important thing we can do for our teeth is to simply brush longer, TOOTHTUNES encourages kids to do just that, helping them to establish good brushing habits early in life,” she continued.

Hasbro will introduce up to twenty different versions of TOOTHTUNES this fall, each featuring a hit song. Kids can choose from a variety of their favorite tunes, the first wave to hit store shelves includes: Let’s Get It Started, Black Eyed Peas; Wake Up, Hilary Duff; Walk Away, Kelly Clarkson; Shake A Tail Feather, The Cheetah Girls; Beautiful Soul, Jesse McCartney; Survivor, Destiny’s Child; Rock & Roll All Night, KISS and Fun, Fun, Fun, The Beach Boys. For updates on new TOOTHTUNES releases visit www.toothtunes.com.

TOOTHTUNES is scheduled to be available in the New York market and online at www.toothtunes.com beginning mid-October 2006 and will be available on retail shelves nationwide Spring 2007 for an approximate retail price of $9.99. Three AAA batteries are included.

Hasbro (NYSE: HAS) is a worldwide leader in children’s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

Queen (We Will Rock You) Aly & AJ (Walking on Sunshine) Black Eyed Peas (Let’s Get It Started) Hilary Duff (Wake Up) Jesse McCartney (Beautiful Soul) KISS (Rock & Roll All NightThe Cheetah Girls (Shake A Tail Feather) Theme Song from Rocky (Gonna Fly Now) Village People (YMCA) Beach Boys (Fun, Fun, Fun) Destinys Child (Survivor) Kelly Clarkson (Walk Away) http://www.hasbro.com/tiger/default.cfm?page=browse&brand;_id=813&pg;=2

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