A single-blind, two-period cross-over study involving 36 primary schoolchildren, grade 6, aged 11-12 years, was conducted to evaluate the effectiveness of the newly designed 'Concept 45 degrees' toothbrush. This toothbrush, with straight, multi-tufted bristles and a specially designed handle, was compared with a control toothbrush with straight, multi-tufted bristles and a conventionally designed handle for removing dental plaque. All subjects were instructed to brush their teeth using the Bass technique. The subjects were asked to refrain from brushing for 24 hours before the study, to provide an indication of which subjects had the greatest potential for plaque development. Dental plaque was scored before and after brushing for 2 minutes. Results indicated that the use of the 'Concept 45 degrees' toothbrush removed significantly more dental plaque when compared to a standard, conventional toothbrush.