Jack N' Jill Toothpaste is 100% safe for young children especially because they have a tendency to swallow it, rather than spit it out! All Jack N' Jill branding is designed to be appealing to children and is cute enough that parents won't mind it sitting on their bathroom vanity. Alongside the toothpaste they have designed and manufactured the first children's Bio Toothbrushes with handles that are made of NON GMO Corn Starch, and are therefore biodegradable and recyclable.