Doctor Who Sonic Toothbrush incoming

Sapona signs Doctor Who, Deadly 60 and a host of other licences.
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An official Doctor Who Sonic Toothbrush is in the works.

Sapona, formerly known as Ethos Concepts, has signed the Doctor Who and Deadly 60 licences from BBC, as well as a host of other licences.

It has picked up Miffy, Moomin and Paddington, as well as Gruffalo, the latter of which is has had for two years now.

"In preparation for Doctor Who's 50th anniversary, we have created a number of iconic products and the star item is the Sonic Screwdriver Sonic Toothbrush," Sapona director Armen Saboonchian told

 "This has been reviewed by gadget and Doctor Who fan websites from the US to the UK and Asia, and the product isn't even officially out yet."

"With regards to distribution, Doctor Who and Deadly 60 have been signed with the larger grocers and pharmacies in mind, most of whom are already committed to both," Saboonchian added.

"However we do also have a strong distribution into the independent gift stores, garden centres and departments stores and Doctor Who also has a very large adult fan base which we have tapped into."

The Miffy range is aimed at babies so the liquid products are all mild, and other products include a toothbrush, towels, gift sets, a mitt and a bib.

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