Stockholm, May 2025 – Toothbrushing is an everyday routine that doesn't always go as planned. In many families, it's a time filled with negotiations, protests and running. Now a collaboration is being launched that wants to change just that. Swedish Gumpearl has, in collaboration with Moomin and the licensing company Rights & Brands, dressed its plastic-free toothpaste tablets in a new design with characters from the beloved Moominvalley.
Dental care that works – for children, adults and everyday life
Toothbrushing is a natural part of everyday life, but also a challenge, especially for parents of young children. Gumpearl toothpaste tablets have already helped many people simplify the routine. With the new design, it is hoped that children will recognize the characters, become more involved and take responsibility for their dental care.
- We want to make dental care something positive, for both children, adults and the planet. The collaboration with Moomin feels just right. Both we and Moomin Characters share strong values around sustainability, caring and playfulness, says Sepide Hajitaheri, CEO of Gumpearl.
Moomin on the tin and in everyday life
Gumpearl develops sustainable alternatives to traditional dental care. The toothpaste tablets are plastic-free, water-free and easy to use – both at home and on the go. Now the same product is being launched in a new design with well-known Moomin characters such as Little My, Snorkmaiden and Sniff.
The tablets are small, pre-dosed and chewed before brushing. They come in four flavors:
- Strawberry
- Strong mint
- Cool mint
- Charcoal
The packaging is designed with children's perspectives in mind, but with the whole family in mind. The simple dosage and different flavors make it easy to take with you – on the go, to the gym or for your everyday routine at home.
Gumpearl x Moomin in stores from May
Gumpearl x Moomin will be launched in stores and online in May 2025. The product is available via gumpearl.se and at selected retailers.
For more information, please contact:
Sepide Hajitaheri
CEO/Co-founder of Gumpearl
Phone: 0730-611914
Email: sepide.hajitaheri@gumpearl.se
www.gumpearl.se
