MARYVILLE, Tenn. — Oral care manufacturer DenTek has acquired Orabrush, a leading brand of tongue cleaner products.

Financial terms of the deal weren’t disclosed. DenTek said Tuesday that it has acquired all of the assets and intellectual property of the Orabrush brand, including the Orabrush Tongue Cleaner, Orabrush Tongue Foam and Orabrush LiquiGel.

In addition, DenTek said it’s partnering with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube and other social media sites.

Plans call for the Orabrush products to be promoted with DenTek’s roster of products, which include floss picks, interdental brush cleaners, dental guards for nighttime teeth grinding, dental picks/scalers and tongue cleaners. DenTek said it also aims to leverage its retail partnerships to expand the retail distribution of the Orabrush products, now available in more than 30,000 stores worldwide.

“We are thrilled to welcome Orabrush to our family of innovative oral care products,” stated David Fox, president and chief executive officer of DenTek. “Orabrush has a strong patent portfolio, a proven marketing model and outstanding products that will further strengthen the DenTek family of brands. We look forward to growing and expanding the Orabrush brand and leveraging the digital video marketing expertise of the Molio team to make these products indispensable to the daily oral care routine.”

DenTek said Molio will continue to run the Orabrush’s video marketing, using the same YouTube marketing model that helped make Orabrush the world’s No. 1 tongue cleaner, according to IRI data, with more than 44 million YouTube channel views.

“There is no better home for Orabrush than with the leader in the interdental category,” commented Jeff Davis, president and CEO of Orabrush and the newly appointed CEO of Molio. “This acquisition is the culmination of our team’s tireless efforts to build a brand in a truly new and disruptive way. We are excited about the synergies that can be realized as DenTek takes the beloved Orabrush brand to the next level by leveraging the Molio model.”

DenTek’s products are sold by such retail chains as Walmart, Target, Walgreens, CVS/pharmacy, Rite Aid and Kroger.