Smyle adds a Snoopy edition to its electric toothbrush range

Smyle, the plastic-free oral-care brand, has released a Snoopy edition of its Sonic Electric Toothbrush, licensing the Peanuts character.

Plenty of character collaborations are little more than a logo on a box, but this one leans on a genuine fit. Peanuts has always traded on being kinder, being yourself and not taking life too seriously, and Smyle makes a similar case for oral care, that brushing should feel like a pleasure rather than a chore. The shared ethos gives the tie-up more to stand on than novelty alone.

Underneath the branding, the brush is Smyle's standard spec: 40,000 vibrations a minute, a 120-day battery, a pressure sensor, a two-minute timer and five modes, with bamboo brush heads and plastic-free packaging.

It fits Smyle's wider positioning. The B Corp-certified brand, founded in the Netherlands, has built its case on sustainability, claiming to have saved more than 13 million plastic tubes through its toothpaste tablets and refillable formats, with a target of 20 million by 2027.

"At Smyle, we believe that the products you use every day don't have to be boring. We want to turn a daily routine into something you enjoy looking forward to, so with more personality, color and character," said co-founder Almar Fernhout.

"For decades, Snoopy has been a symbol of friendship, individuality and the ability to put life into perspective. Values that fit well with how we look at Smyle," he added.

The Snoopy toothbrush is available now via Smyle's site.