Dongkook Pharmaceutical launches Dentrix Crush edition with Bubble Bobble

Dongkook Pharmaceutical has launched a special collaboration edition of its oral care brand, Dentrix Crush, to celebrate the 40th anniversary of the retro game IP Bubble Bobble. The collaboration aims to appeal to both nostalgic consumers in their 30s and 40s and new audiences through retro designs and character-themed packaging.

The product lineup includes Dentrix Crush concentrated toothpaste, which features a formula four times more concentrated than the company’s standard toothpaste and contains ETIZM, a gum essence ingredient. Other items in the collection include mint balls in Original and Soda Pop flavors, toothbrushes with ultra-fine bristles, and mini dental floss.

Special editions and promotional goods, such as Bubble Bobble stickers, reusable cups, and water game keyrings, are being offered through various retail channels, including Olive Young.