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Playbrush: The Trojan Horse in Oral Care
How a 28-person team is gamifying dental hygiene for the next generation
In an industry dominated by legacy giants, Playbrush quietly built a smart toothbrush that turns 2 minutes of brushing into a video game. With $3.1M in revenue and 379 five-star reviews, they're proving that the future of health tech isn't in hospitals—it's in your bathroom.
"They're not selling toothbrushes—they're selling compliance through gamification."
The Parent Trap
Playbrush targets the ultimate pain point: getting kids to brush properly for 2 minutes. Their smart attachment transforms any manual toothbrush into a gaming controller, syncing with an app where brushing motions control gameplay. It's a brilliant workaround—parents buy the hardware, kids get the entertainment. With 28 employees and $3.1M in revenue, they've achieved a remarkable $110K per employee efficiency.
The Gamification Engine
While competitors focus on motor speed and bristle technology, Playbrush built a behavioral platform. The app tracks coverage, duration, and pressure—turning dental hygiene data into playable characters and levels. This isn't incremental innovation; it's category creation. They've turned a chore into a habit, and a habit into a subscription opportunity (though not yet exploited).
The company's tech stack reveals their priorities: jQuery and Tailwind CSS for rapid frontend development, Splide for smooth UI animations, and AWS for scalable infrastructure. They're lean, not flashy. The GUM® branding partnership gives them instant credibility in retail channels while maintaining DTC potential. Their social presence is corporate—Sunstar-owned channels, not viral kid influencers—which suggests a B2B2C strategy.
- Hardware-agnostic approach: attachable sensor works with any manual brush
- Trustpilot-first strategy: 379 reviews at 4.4/5 shows strong product-market fit
- Enterprise-ready: GUM® partnership enables pharmacy shelf presence
- Data moat: brushing patterns create proprietary behavioral datasets
The Quiet Disruptor
Playbrush proves that in health tech, the winning strategy isn't better hardware—it's better behavior. They've built a $3.1M business on making kids want to brush, and that's far more valuable than another electric toothbrush.
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GUM® Playbrush elektrische Schallzahnbürste
Die smarte GUM® Playbrush Schallzahnbürste ist kompatibel mit der GUM® Playbrush App und hilft Kindern spielerisch beim Lernen der richtigen Zahnputztechnik.
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Reviews (8)
Amazing Support
I had an issue with my toothbrush and reached out to customer support. They responded very quickly and provided detailed, competent assistance throughout the process. Since the problem couldn’t be resolved, they replaced my toothbrush with a new one. Overall, a very pleasant and impressive customer experience!
Hello, Thank you so much for your kind words and for sharing your experience! I’m delighted to hear that our team could assist you quickly and ensure you received a replacement without hassle. We truly appreciate your trust in GUM. Kind regards, Lisa from Sunstar GUM
The service from Sunstar Gum is phenomenal
The service from Sunstar Gum is phenomenal; very friendly and extremely courteous. I would buy from this company again anytime.
Hi Bettina, Thank you very much for taking the time to review GUM Playbrush. I am very happy that you are so satisfied with our customer service. Kind regards, Lisa from Sunstar GUM
Amazing toothbrush
What an incredible idea! My son has been using the toothbrush for about a year and it’s a game changer to get them to brush their teeth more. The toothbrush itself is sturdy, holds a decent amount of charge and you can get either pink or blue. We found it easy to connect to our tablet and he was away. It tells you where they are not brushing enough and there are loads of games to keep them engaged. We had an issue with our toothbrush recently as it wasn’t charging properly and we were sent out a replacement with no hassle. Well worth the money.
Hi, Thank you for your great review, I am very happy that you and your son like our GUM Playbrush. I am also pleased that you are happy with our customer care staff. Happy playbrushing, Kind regards, Lisa
Innovative, fun and engaging!
I purchased the playbrush with a subscription for replacement heads because my 4 year old who has previously been good at brushing his teeth was becoming increasingly difficult to engage in brushing for 2 minutes. Absolutely worth every penny. He actually asks to brush his teeth now and is particularly interested with the analysis of brushing. He gets disappointed if he hasn’t covered all of his teeth and asks to keep brushing until he has reached 100% I have been amazed at the difference. There are a variety of games so hopefully he won’t get bored. Playbrush has injected fun into oral hygiene and I can already see vast improvements with his technique. If you’re on the fence - I would completely recommend you go for it!
Thank you so much for your wonderful review! We're thrilled to hear that Playbrush has made such a positive impact on your son's brushing routine. It's fantastic that he now looks forward to brushing his teeth and enjoys the interactive analysis. We're glad to know the variety of games keeps him engaged and helps improve his brushing technique. Your feedback truly highlights our goal of making oral hygiene fun and effective. If you ever have any questions or need further assistance, please don't hesitate to reach out. Happy playbrushing! Kind regards, Lisa from Playbrush
Great for kids
Great for kids
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About playbrush.com
Die smarte GUM® Playbrush Schallzahnbürste ist kompatibel mit der GUM® Playbrush App und hilft Kindern spielerisch beim Lernen der richtigen Zahnputztechnik.
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playbrush.com uses 18 technologies across their website including Leaflet, Mapbox, Prismic, Amazon S3, Amazon Web Services, and more.
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playbrush.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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