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Philips Sonicare for Kids Connected Power Toothbrush

Philips Design


Philips Oral Healthcare division began development of the Philips Sonicare for Kids Connected by imagining a world where children proactively ask to brush their teeth.

Medical research has clearly demonstrated a link between oral health and overall systemic health. Successfully motivating kids at the earliest ages to brush better and develop healthier habits for life contributes to the health and well-being of every child.

Kids aged 7-9 years are capable of brushing by themselves but find twice daily brushing a chore. Parents need support in motivating their kids to brush. Philips design management identified a need for unique, fun, experience and specified that the team addressing the need have skills in designing for kids, coaching, and gamification.

The result is a connected power toothbrush supported by a fun app that allows parents to support child’s independence while also monitoring brushing performance, participating in setting goals, and customizing rewards.


  • 98% of parents who participated in pre-launch research say it's easier to get kids brush longer and better. They are 30% more engaged in their oral health.
  • While the existing Philips Sonicare non-connected power toothbrush is already enjoying a leading position in the market, within a year of launch the connected version has outsold the non-connected version by 40%, making it the highest performing power toothbrush for kids in major retailers in the North American market.
  • The team used lean principles to test, learn and iterate along the way resulting in a 50% cut in development time, and three times more testing with consumers.

The project was not without challenges, many aspects of it marked a first for Philips. Yet it led to value-generating changes inside the Philips organization. Within the business unit of Oral Healthcare, it kick-started a digital transformation. The long-established project team was able to work in a more dynamic, agile and collaborative manner, adopting an iterative method to prototyping and real-time learning.

By engaging rather than nagging kids to brush, Philips Sonicare for Kids Connected has made oral health a positive experience for parents and kids - and that, as any parent can attest is an immeasurable value.


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