• by Les Luchter , March 24, 2025

Now you can brush your teeth with a Sprinkles Birthday Cake cupcake -- or the closest thing yet.

Moon Oral Beauty, which has previously released Barbie and Hello Kitty-themed toothbrushes and toothpastes, has teamed with the Sprinkles bakery chain for its latest tie-in.

“We’re passionate about driving flavor innovation and disrupting the oral care category with culturally relevant collaborations,” Shaun Neff, founder of six-year-old Moon Oral, said in a statement.

For 20-year-old Sprinkles, meanwhile, the tie-in “reflects our commitment to expanding Sprinkles as a lifestyle brand,” per President/COO Justin Murakami. Sprinkles has previously partnered with such brands as Barbie (pink velvet cupcakes) and Kitsch (body bars), and last year launched chocolate lines at Target and Walmart.

The cupcake specialist says its licensing is expanding “into new lifestyle categories such as health and beauty, kids, home, and apparel, partnering with top-tier brands to bring its signature playful sophistication to a broader audience.”

Based on the look -- and taste -- of Sprinkles’ Birthday Cake flavor, the Sprinkles/Moon co-branded products include an electric toothbrush ($69.99) and toothpaste ($12.99), being sold online at both companies’ sites and on Amazon, and in stores and online by Ulta Beauty and Nordstrom.

Through April 6, trial-sized toothpaste samples are also being provided with purchases at Sprinkle’s 25 bakeries, while the full-sized toothpastes are being sold in “select” Sprinkles vending machines (which the brand calls “ATMs”) found in 40 locations.

The soft pastel pink toothpaste, Moon says, tastes like Sprinkle’s sugar-free Birthday Cake, “including hints of the brand's renowned vanilla buttercream frosting.”

Also through April 6, Sprinkles bakeries are selling a co-branded “Birthday Bite Cupcake.”

In addition to tie-ins with Sprinkles and other brands, Moon Oral offers a full line of toothbrushes, toothpastes and whiteners designed to “elevate the everyday oral care routine into an oral beauty experience.” Its latest product, the Platinum Pro Glow Teeth Whitening Device, was launched last August and named the Best Teeth Whitener of 2024 by Glamour magazine.