MUMBAI: Oral-B has anounced a new Junior promotion which pushes the message to kids that brushing teeth need not be a chore if the likes of Mickey Mouse are waiting at the other end. The promotion of Oral-B which claims to be a world leader in oral care sees kids getting a Disney character in the shape of an eraser with the purchase of every Oral-B Junior Toothbrush.

The eraser is available in Disney characters' shapes like Mickey Mouse and Donald Duck. A rider has been attached stating that the promo pack priced at Rs 22 will be available across all leading retail outlets till stocks last.

The new announcement builds on the alliance between Oral-B and Disney which was forged a couple of years ago. Oral-B had entered into an exclusive licensing agreement with the mouse to market a wide range of oral care products for children featuring characters like Winnie the Pooh, Buzz Lightyear and Disney Princesses, says an official release.

The release further states that the Oral-B Junior toothbrush features soft, end-rounded bristles and proprietary IndicatorTM technology and is specially designed for children in the age group four to 12. The blue indicator bristles fade halfway to alert children when to replace their toothbrush. Oral-B's Junior toothbrush is available in a range of five colours - red, blue, green, white and yellow.

Cross product placement is not new for Oral-B. Back in 1984, it was the first to launch a series of kids' toothbrushes featuring licensed characters with its Star Wars toothbrushes.