Sonia Day has won the Concept Award at the 2011 Concept and Innovation Awards from the Baby Products Association. Tooth Ticklers is a uniquely designed toothbrush specifically for babies and toddlers.

While there are existing toothbrushes on the market for children with variations in handle designs, these are generally smaller versions of adult toothbrushes which make cleaning little teeth unsatisfactory and fiddly. Tooth Ticklers have bristles all the way round the head so top and bottom teeth get brushed at the same time with different length bristles for hard to reach places. The ergonomically designed handle with a weighted bottom also ensures that Tooth Ticklers remain upright to keep the bristles away from unhygienic surfaces.

The award was presented by Simon Veale, director of leading parcel and carrier manager Global Freight Solutions (GFS) official sponsor of the BPA Concept & Innovation Awards. Simon commented:

"We at GFS are very proud to sponsor these awards for the second year running and the five finalists here today are a shining example of the high standard of entries overall. However, the entries stood out not only for their product design, but their business planning, commitment to their product and also visitor feedback during the Baby Show for Trade."

Innovate Product Design conducted the worldwide patent search and CAD drawings for Tooth Ticklers. Congratulations to Sonia and all the best for the successful progression of the project. For more information, please visit  www.toothticklers.com