Philips Sonicare Brings "Power To Kids" with the Launch of its New Philips Sonicare For Kids Power Toothbrush

  Philips Sonicare Brings "Power To Kids" with the Launch of its New Philips
                      Sonicare For Kids Power Toothbrush

The #1 power toothbrush recommended by dental professionals in the U.S. is
empowering kids to take on new independence in their daily routines with a
complete brushing experience that is parent-approved

PR Newswire

STAMFORD, Conn., March 10, 2014

STAMFORD, Conn., March 10, 2014 /PRNewswire/ -- Remember when your once
happy-go-lucky toddler discovered the word "no"? It's one of the first signs
of a growing need for independence. A recent survey^1 found that when it comes
to daily activities kids would rather do without supervision, like getting
dressed or making the bed, more than half (53 percent) are adamant about
brushing their teeth independently. However, many parents have concerns that
their child will miss key steps without their supervision, including not
brushing for the full dental-professional recommended two minutes or not
cleaning all parts of the mouth. That's why Philips Sonicare, the #1 dental
professional-recommended power toothbrush brand in the U.S., is introducing
the new Philips Sonicare for Kids, a rechargeable power toothbrush for kids
ages 4+ that both parent and child can feel confident about.

The NEW Philips Sonicare For Kids power toothbrush

Asserting a level of independence in various daily tasks is a natural and
important part of growing up, however letting kids do things on their own,
especially toothbrushing, can make parents a bit uneasy. With concerns that
their child will not brush thoroughly enough, it's not surprising that nearly
three-fourths (72 percent) of parents say that they still supervise this
task. Why? When the child brushes solo, only one in three (30 percent)
parents say that they are very satisfied with the results. To address these
challenges, Philips Sonicare For Kids is equipped with kid-friendly features
to encourage the development of healthy oral care habits and to deliver
outstanding results – even when the child is brushing on his or her own.

"Parents want to make sure they are setting their child up for a lifetime of
good oral health, and Philips Sonicare For Kids gives parents peace of mind
that their child's teeth and gums are getting the best care," said Boon Lai,
vice president & marketing director for Philips Consumer Lifestyle. "91
percent of dental professional parents prefer Philips Sonicare For Kids for
use as their children's primary toothbrush, so parents can feel good that
they're giving their child the best with Philips Sonicare."

Philips is challenging parents to capture their child's quest for independence
by participating in the #PowerToKids Contest on Instagram™ through April 11,
where parents across the country can share comical and heartwarming moments of
their children taking on new power in their daily routines (e.g., tying their
shoelaces or picking out their clothes) using the hashtag #PowerToKids for the
chance to win a new Philips Sonicare For Kids for their child. For details on
how to enter and for the full rules and regulations, visit Philips Sonicare on

The new Philips Sonicare For Kids is equipped with the same effective patented
sonic technology found in other Philips Sonicare toothbrushes that gently
drives fluid between teeth and along the gum-line, making it especially
effective for kids with braces. Unlike a manual toothbrush, which can be
difficult for children to properly maneuver, Philips Sonicare For Kids
delivers more than 500 brush strokes per second, removing up to 75 percent
more plaque than a manual brush in hard to reach places. It also has numerous
kid-friendly features, including:

  oFun Stickers for boys and girls, allowing the child to make his or her
    toothbrush unique and colorful.
  oKidTimer that gradually increases to two minutes to train kids to brush
    for the dentist-recommended time. The survey found that nearly half (48
    percent) of parents would feel more confident in their child's ability to
    brush independently if he or she did so for the dental
    professional-recommended time of two minutes.
  oKidPacer that provides fun sounds to encourage the child to brush their
    entire mouth, including upper, lower, front and back teeth.

Philips Sonicare For Kids is available now at Amazon, Target, Walmart, Meijer,
Bed Bath & Beyond, Walgreen's and other retailers, for a suggested retail
price of $49.99. The rechargeable power toothbrush helps kids form a lifetime
of healthy oral care habits for a price tag that is less than the average cost
to treat a single cavity (cost based on national average of $50).

Visit for more information on Philips Sonicare for Kids and to
learn about the entire range of adult Philips Sonicare power toothbrushes, and
become a fan on Facebook and Twitter.

^1ORC International's CARAVAN survey January 29th - February 3rd, 2014.
National margin of error is+/- 3.1 percentage points. 

About Royal Philips:

Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being
company, focused on improving people's lives through meaningful innovation in
the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the
Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs
approximately 116,000 employees with sales and services in more than 100
countries. The company is a leader in cardiac care, acute care and home
healthcare, energy efficient lighting solutions and new lighting applications,
as well as male shaving and grooming and oral healthcare. News from Philips is
located at

Photo -

SOURCE Royal Philips

Contact: Shannon Jenest, Director, Brand Communications, Philips Consumer
Lifestyle, Tel: +1 203 351 5769, E-mail:; Emily
Africk, Associate, Emanate, Tel: +1 212 805 8050, E-mail:
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