BrushBaby WildOnes Kids Rechargeable Electric Toothbrush On BBC's The Apprentice

Brush-Baby WildOnes Kids Electric Toothbrushes seen by 7m people!

Did you see our WildOnes electric toothbrushes last night on BBC TV’s ‘The Apprentice’?

They were featured amongst the professional samples on the ‘brainstorming table’ at the Eastman Dental Institute, which is part of UCL (University College London), as great examples of what a successful children’s toothbrush design looks like, and it certainly wasn’t ‘child’s play’ when the two teams tried to emulate Brush-Baby’s success in the children’s dental-care sector. Not only do we have our WildOnes kids electric toothbrush range, but we also have our Sonic Kids toothbrush line as well!

The two groups were tasked with developing a brand new kids electric toothbrush for 6-8 years olds, and an app to encourage children to brush their teeth, before pitching to two major buying groups from Superdrug and Bupadentalcare.

As we, and ‘The Apprentice’ candidates are now all too aware, children’s dental care is reliant upon responsible adults understanding what needs to be done in terms of market research, product design and producing an engaging, user-friendly product, and Brush-Baby is proud of ‘getting it right’ for over 13 years!

Some of our WildOnes child electric toothbrush animal characters may feature some endangered species, but with an estimated viewing audience of approximately 7m people, it wasn’t a case of just ‘Lord Sugar will see you now’ for our unique range of rechargeable toothbrushes. The programme showcased the importance of children’s oral health and the significance of getting children to follow a twice daily two minute toothbrushing routine.


Launched in 2005, ‘The Apprentice’ TV programme format in its various guises, has seen over 70 winners announced across the US, Australia, Europe, Pan-Africa and Pan- Asia.

A lovely footnote to Brush-Baby’s product appearance on the TV programme, is that Baroness Karren Brady, one of Lord Sugar’s trusted advisers, presented Dominique Tillen, Founder and Managing Director of Brush-Baby with a national small business award some 9 years ago – now that’s something for ‘The Apprentice’ candidates to aspire to!