Colgate’s oral health partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP), on an innovative collection of Harry Potter-themed toothbrushes and toothpaste, aims to turn oral hygiene into an engaging and enchanting experience, encouraging lifelong habits and connections across generations.

When young people feel excited to brush their teeth, doing so twice a day with a Bubble Fruit flavored toothpaste doesn’t seem like a chore — it becomes an enjoyable daily routine that continues into adulthood. That’s why Colgate-Palmolive has partnered with WBDGCP on an exclusive toothbrush and toothpaste line that fuses the science of first-class oral hygiene with the magic of Hogwarts.

More than a third of parents say their child doesn’t regularly brush their teeth twice a day, according to a recent poll from the University of Michigan. But turning oral care into an invigorating opportunity to celebrate the world of Harry Potter can make all the difference.

“The Colgate Harry Potter line inspires kids, teens and adults to protect their smiles every day, and empowers them to achieve great results,” Colgate-Palmolive Marketing Director Maria Adeeva says. The key combination of science-backed oral technology with the fascination and delight of the Harry Potter universe — including brushes inspired by wands and quills — is designed to turn a daily routine into a narrative-driven experience that appeals to witches and wizards of all ages.

Colgate’s commitment to creating engaging experiences that make brushing fun is paying off. Parents have shared that their kids are eager to brush when the experience allows them to connect with the world of Harry Potter. And the timeless appeal of Hogwarts means that adults who grew up connected to the series are having plenty of fun, too.

“The design is cute and perfect for any Harry Potter fan, and it feels comfortable to hold,” reads one customer review. “It works well for everyday brushing and makes brushing a little more exciting — especially for kids.”

Fusing Colgate Science With the Magic of Hogwarts

Intricate design and attention to the smallest details are characteristic of both Colgate and the world of Harry Potter, so the collaboration is meticulously thoughtful, as well as enchanting. That’s not exactly how most people think about toothbrushes and toothpaste, but then again, most brushes aren’t golden or accented with Hogwarts house mascots. Leveraging strong fan associations can elevate an everyday oral hygiene regimen into a transportive activity that kids actually look forward to.

“Attributing design details to the Hogwarts houses,” including color combinations and beloved mascots, “creates engagement that motivates young people to follow an oral hygiene routine,” Adeeva says. Simpler, more sophisticated design sets apart the adult brushes, which come in all-over black and gold with subtler visual details.

Colgate’s cutting-edge technology is at the forefront, with ergonomically designed brush handles, heads with ultra-soft gold, black and white bristles for kids and high-density, soft, tapered bristles for adults. There are more than 7,500 ultra-soft bristles on the latest adult Colgate Harry Potter manual brush, which is three times a standard Colgate toothbrush. “We created brushes designed for a gentle and comfortable experience for all sorts of Harry Potter fans,” Adeeva says, noting that the design also draws inspiration from the preponderance of feathers in the Harry Potter universe, from owls to quills. “We’re drawing a metaphorical comparison between the bristles and feathers, to link the functional benefit with something magical from the Harry Potter universe,” she continues.

In North America, each of the kids-powered toothbrushes in the range features a different Hogwarts house, giving young witches and wizards the opportunity to brush with their favorite. For those who simply can’t choose, a generic version features all four Houses together. The powered toothbrushes also have a small vibrating head that’s designed to sweep away more plaque than a manual toothbrush for a superior clean.

In Asia, Latin America and North America, the Harry Potter toothpaste comes in a Bubbling Cauldron Bubble Fruit flavor, which is more playful and distinct than your standard mint. In Europe, Africa and Eurasia, Harry Potter toothpaste offers a surprise — the paste changes from white to blue as you brush, effectively encouraging consumers to brush for the recommended full two minutes. Both toothpastes are housed in premium packaging with a unique gold cap, and offer strong enamel and cavity protection.

In-store displays and packaging are also designed to engage users in the instantly recognizable world of Harry Potter, including the turreted silhouette of Hogwarts. Look closely and you’ll see House mascots subtly embedded on the brush handles, stars, crests and other details.

Fans may even want to hold onto some limited-edition Colgate Harry Potter gift sets as unique keepsakes. “We have gift boxes that may be more nostalgic for adults to keep unopened as part of a special collection,” says Gerard Rizzo, senior brand design strategist at Colgate-Palmolive. “Were using more high-end packaging — different finishes and techniques, gift boxing — to make it feel more special, like a one-of-a-kind product,” Rizzo continues.

A new innovative toothpaste is coming soon that offers unique breath strip speckles in your toothpaste.Some limited toothpaste cartons even feature a magical surprise printed inside!

Embracing Harry Potter’s Universal Appeal

The Harry Potter fandom bridges generations: Many millennials who grew up with the books and movies now have kids of their own, and excitement is brewing for the upcoming television series later this year. Colgate’s Harry Potter collection provides opportunities for connection 

between parents and kids who share a love for the indelible world of Hogwarts, all while encouraging a family-wide investment in oral health.

“My 8-year-old loves Harry Potter and was ecstatic when he opened this toothbrush,” reads another customer review. “The gold is a very pretty color and he specifically likes the snake on it. My son says it’s a tiny massager for his teeth,” the review continues, emphasizing the brush’s engaging design and pleasurable feel. Another parent calls the Harry Potter toothbrush “a hit with my little Muggle,” adding, “It has been encouraging my daughter to brush her teeth without reminders.” Plenty of parents would be thrilled if their kids felt the same.

Colgate’s Harry Potter collection turns a daily routine into an opportunity for fun and connection. Weaving iconic characters into healthy habits creates long-lasting associations — all the more so when integrated with a fandom as robust as Harry Potter’s. Colgate’s collaboration with the globally beloved franchise presents a unique opportunity to encourage top-notch oral hygiene, whichever one’s Hogwarts house might be.