Build A Bear × Sonicare reimagines toothbrushing by turning it into play. Grounded in the insight that most parents struggle with daily brushing battles, the campaign brings Sparkly, Sonicare’s digital brushing buddy, into the real world as a customizable, huggable companion.

Kids build their own Sparkly and take home a toothbrush, transforming a resisted routine into a moment they look forward to. By shifting brushing from pressure to play, the campaign helps reduce friction for parents while encouraging kids to build healthy habits that last.