It’s a concert in your mouth with ARM & HAMMER’s new One Direction toothbrush

Church & Dwight Co., Inc., the maker of ARM & HAMMER™ has announced that pop sensation One Direction is joining the ARM & HAMMER™ Tooth Tunes™ branded products family.

With the new products, teens can brush their teeth along with Niall, Zayn, Liam, Harry and Louis to their favorite One Direction songs. It’s like a private One Direction concert in their mouth.

Two new ARM & HAMMER™ Tooth Tunes™ toothbrushes will be available, each featuring a chart-topping single from One Direction:

• “What Makes You Beautiful” performed by One Direction

• “One Thing” performed by One Direction

Similar to the nine Tooth Tunes™ toothbrushes launched in July 2012, each One Direction ARM & HAMMER™ Tooth Tunes™ toothbrush features two minutes of music to encourage longer brushing and ensure that kids achieve the dentist’s recommended brushing time.

[Click here to listen to the songs in the Tooth Tunes product family]

“We’re thrilled to announce our partnership with One Direction and are sure that kids will not only enjoy brushing along with the pop phenomenon, but will have better brushing habits as a result,” said Tim Seitter, VP of oral care marketing at Church & Dwight Co., Inc.

ARM & HAMMER™ Tooth Tunes™ Music in Your Mouth™ technology streams sound vibrations from the bristles of the toothbrush through the teeth, allowing kids to hear music while they brush.

This patented technology delivers high quality sound by broadcasting music into the jaw, which is then transmitted through the inner ear, allowing the person brushing their teeth to hear the music.

The ARM & HAMMER™ Tooth Tunes™ One Direction toothbrushes have a suggested retail price of $9.99 and became available at mass, drug, and food retailers nationwide this month.