Keep Oral Health in Check This School Year With the New Philips Sonicare for Kids...

Keep Oral Health in Check This School Year With the New Philips Sonicare for
Kids Power Toothbrush

STAMFORD, Conn., Aug. 27 /PRNewswire/ -- American children miss more school
days each year due to dental related problems than any other two diseases
combined.(1) As parents help their kids prepare for back-to-school, they can
help kids learn effective tooth brushing habits for a lifetime of good oral
health with the new Philips Sonicare For Kids power toothbrush.

Sonicare For Kids is specially designed to support kids' needs at every phase
of oral development from 4 -10 years of age. Using proven, patented sonic
technology from the number one recommended power toothbrush brand by U.S.
dental professionals for adults, it removes more plaque than a children's
manual toothbrush.(2)

"Compliance is one of the toughest hurdles for pediatric patients so dental
professionals are always looking for opportunities to help parents develop
good oral habits in their children," said Linda Blackiston, RDH and
Professional Educator for Philips Sonicare. "Sonicare For Kids is a great tool
with kid-friendly features that is clinically proven to remove up to 75
percent more plaque in hard-to-reach areas than a children's manual toothbrush
in children aged 7-10."(3)

For a gentle, yet effective clean, Sonicare For Kids has two power modes that
are 60 and 40 percent less powerful than Sonicare FlexCare - ideal for younger
teeth and gums. To help progress children towards brushing independence,
Sonicare For Kids has an ergonomic handle that includes two gripping locations
for early training with an adult and solo brushing later on, and
age-appropriate brush heads that come in two sizes.

Sonicare For Kids offers several other kid-friendly features including:
-- KidTimer(R) helps kids reach the recommended 2-minute brushing time by
progressively increasing time over 90 days
-- KidPacer(R) technology with fun musical tones indicates when it's
time to move to the next quadrant of the mouth

-- Interchangeable front design panels so kids can change the look of
their
brush

"Almost half of kids will have a cavity by age 10, yet it's easy to
deprioritize tooth brushing at the end of a long, busy day," said Ron Tiktin,
Director, Customer Marketing, Philips Sonicare. "Sonicare For Kids makes at
home oral care simpler and more effective for both parents and children so
good habits are formed early."

In clinical studies, children ages seven to ten brushed significantly longer
with Sonicare For Kids than with the Oral-B(R) Stages(R) '4' manual toothbrush
and demonstrated significantly better brushing performance than with a
children's battery toothbrush.(4)(5)

Sonicare For Kids is available now at www.philips.com/store or for pre-sale at
Amazon.com or Target.com and will be available at Target stores in October.
The suggested retail price is $69.99. For more information, find us on
Facebook at www.facebook.com/philipssonicare or visit www.sonicare.com.

For additional information, please contact:
Shannon Jenest
Senior PR Manager
Philips Consumer Lifestyle
Tel: 203-351-5769
E-mail: Shannon.Jenest@philips.com

About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a
diversified Health and Well-being company, focused on improving people's lives
through timely innovations. As a world leader in healthcare, lifestyle and
lighting, Philips integrates technologies and design into people-centric
solutions, based on fundamental customer insights and the brand promise of
"sense and simplicity". Headquartered in the Netherlands, Philips employs
approximately 133,000 employees in more than 60 countries worldwide. With
sales of US$42 billion (EUR 27 billion) in 2007, the company is a market
leader in cardiac care, acute care and home healthcare, energy efficient
lighting solutions and new lighting applications, as well as lifestyle
products for personal well-being and pleasure with strong leadership positions
in flat TV, male shaving and grooming, portable entertainment and oral
healthcare. News from Philips is located at www.philips.com/newscenter.

References

1. American Academy of Pediatrics News Release February 11, 2008
2. Holt J, Sturm D, Master A, et al. Compend Contin Educ Dent.
2007;28(suppl
1):35-41
3. Pelka M, DeLaurenti M, Master A, et al. Int J Pediatr Dent. 2009;19:s1
4. Defenbaugh J, Schmitt P, Master A, et al. Int J Pediatr Dent.
2009;19:s1

5. Payne D, Rimmer P, Olson M, Master A, et al. Int J Pediatr Dent.
2009;19:s1

SOURCE Royal Philips Electronics

Shannon Jenest, Senior PR Manager, Philips Consumer Lifestyle,
+1-203-351-5769, Shannon.Jenest@philips.com