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Would you rather have One Direction or Justin Bieber clean your mouth?

One Direction, the British boy band that got its start on “The X Factor” back in 2010, has released its own AAA battery-powered toothbrush, officially propelling the group into the upper stratosphere of crazy merchandising.

The Arm & Hammer Tooth Tunes Soft Toothbrush with Songs by One Direction (yeah, the title is that long) features two minutes of One Direction’s hits “One Thing” and “What Makes You Beautiful.” According to the product’s specifications, “Sound vibrations stream from the bristles through your teeth so you hear the music in your head.”

Arm & Hammer has, apparently, made the human ear obsolete.

One Direction’s entrance into the toothbrush market may be ruffling some of Justin Bieber’s feathers. Bieber has long had a hold on the young-male-musician-superstar toothbrush market. His BrushBuddies exclusive oral hygiene line features four toothbrushes (the Singing toothbrush, Sonic Toothbrush, Adult Toothbrush and Child Toothbrush), floss, flossing sticks and a travel kit.

Bieber’s toothbrush line is so well known that Patrick Carney, drummer for the Black Keys, referenced it while pretending to be Justin Bieber 2.0 on Twitter Sunday evening. If you are intrigued by that odd-but-true situation, you can read more about it here.

Only time will tell if there’s enough room in the toothbrush market for two young-male-musician-superstar toothbrushes.

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