Dental hygiene company Oral-B announced the launch of an oral care app for kids in partnership with Disney, called Disney Magic Timer App by Oral-B, so that kids brush their teeth for a longer period of time. The app is powered by DreamPlay, a technology Disney uses to integrate apps with physical toys.

While dental professionals recommend brushing for two minutes, most children typically spend closer to one minute, according to the press release.

To use the app, kids must use the app to scan their Oral-B or Crest Pro-Health Stages toothbrush, a product line which targets children who are going through different stages of brushing (from four months to 7 years old). After scanning the product, the app challenges kids to brush for two minutes, and every time they complete their brushing routine the app reveals images of Disney and Marvel characters, which are also featured on Oral-B and Crest Pro-Health products. The app contains 16 custom animations and 1,600 rewards that children can unlock when brushing. The app is also set for a 21-day cycle, to help establish good habits.

Characters featured in the app include Winnie the Pooh, Mickey Mouse, Ariel, Cinderella, Hulk, and Captain America. The Disney Magic Timer App app is available for free on iOS and Android devices.

As part of the launch, Oral-B has also partnered with Olympic gymnast and mother Dominique Moceanu to raise awareness about the importance of children’s oral care by asking parents to post pictures and videos on Instagram about "the craziest steps they have taken or would take to get their children to brush their teeth".

This is at least second venture Oral-B has made into digital health this year. In late February, Oral-B announced its Bluetooth-connected electric toothbrush line, SmartSeries, which will be available in Germany this spring and in the United States in June. The Oral-B companion app will be available in iOS in May, and in Android in August. Oral-B also plans to add connectivity to some of its other electric toothbrushes.