The main differences between the brush for kids and one for adults is the non-slip grip plastic handle, smaller brush head and new colors. Quip for kids costs $25 for a brush head starter set with a flavored toothpaste subscription ($10 every three months) or $30 with a starter set and brush head subscription ($5 every three months).

“If we’re going to fulfill our mission of improving oral health for every age, it’s better to cast those habits and form those habits at an early age,” Quip CEO Simon Enever told TechCrunch. “And build right habits before you’re nine years old.”

Quip began as a subscription-based electric toothbrush service that replaces toothpaste and brush heads, partly because you’re apparently supposed to change your toothbrush every three months. Since its launch, Quip has steadily evolved its offerings by inviting dentists to join the platform to connect with Quip’s consumer subscribers.

“The features dentists were asking for was the same Quip for kids,” Enever said. “Knowing that the timer and pulses would guide basic habits, the biggest thing dentists wanted was getting kids to want to brush their teeth. That would be the win.”

Last May, Quip raised $10 million and acquired dental insurance startup Afora to live inside Quip Labs, the startup’s venture studio. The idea with Labs is to fuel innovation in oral health products, platforms and services. This brush for kids, however, is Quip’s first new product since launch.

That’s thanks to Quip’s $40 million funding round back in November. At the time, Enever told me Quip had a lot of new products and services launches ahead of it. To date, Quip has raised over $60 million in funding.