Colgate launches breakthrough innovation to advance children’s oral health

The latest innovation in Connected Health for Oral Care, the new Colgate Magik toothbrush, teaches children how to optimise their toothbrushing.

To celebrate World Smile Day, Colgate, specialists in oral care, launched the new Colgate Magik toothbrush.

It is the very first manual toothbrush to visibly track brushing technique and was awarded the 2018 Innovation Award at CES.

An essential life skill

Learning how to brush teeth is an essential life skill.

However, not all children brush effectively.

The latest figures from NHS Digital revealed that between 2017 and 2018, there were more than 26,000 hospital admissions for children between the ages of five and nine years old as a result of dental problems, and tooth decay was the main reason for this.*

To instill children with the correct brushing technique, Colgate has teamed up with Kolibree to launch the Colgate Magik Toothbrush Kit – for children aged six and above.

The Colgate Magik Toothbrush Kit uses augmented reality to give children a brand new brushing experience.

As children brush they will be able to travel through augmented reality games, fighting cavity monsters and claiming Magik Brushing Masks.

Using the parent’s dashboard, parents can review the feedback and get guidance on how to improve their brushing performance.

The Magik check up provides a personalised mouth map to show where each child has brushed and where they missed, so they can optimise  their toothbrushing over time.

Improving oral health

The Colgate Magik toothbrush works in four simple steps:

  • Download the Colgate Magik app
  • Attach the Magik Connector to the toothbrush. This transforms the toothbrush into a game controller, to visibly track position, speed and orientation in real-time
  • Place your phone onto the holder
  • Open the app and start playing and exploring new worlds.

Philip Durocher, vice president and general manager, Northern Europe, commented: ‘At Colgate we are committed to improving oral health and the launch of our new Colgate Magik toothbrush is testament of this.

‘We want people to have the healthiest smiles by brushing their best, and this is a skill that should be learnt from a young age.

‘Connected health devices like the Colgate Magik provide a valuable opportunity for children to become more interested and engaged in their oral health, while making teeth brushing fun and exciting.’

The Colgate Magik toothbrush kit powered by Kolibree, contains an extra soft Colgate Kids 6+ Manual Toothbrush, a mobile phone holder and a Magik Connector.

As the child’s manual toothbrush needs replacing, simply replace it with another manual toothbrush to continue enjoying the Colgate Magik.

For more information, please visit the Colgate Magik website and

The Colgate Magik app is free and available on iOS and Android via the App Store and Google Play.

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