Global consumer goods titan Procter & Gamble is to sell off its SpinBrush division in a bid to oil the wheels of its takeover of Gillette.

The power toothbrush business will go to US firm Church & Dwight - owner of the Arm & Hammer oral care brand among others - for up to £100 million (€81m; £54m).

The sale has been ordered by European Union regulators and should prove to be one of the last obstacles to the $53 billion merger. SpinBrush, which is marketed under the Crest name, overlaps with Gillette's Oral-B brand.

Cincinnati, US-headquartered P&G hopes to ink the Boston-based Gillette deal next month, but the companies are still waiting for the green light from the US Federal Trade Commission.

Data sourced from Wall Street Journal Online; additional content by WARC staff