Dated between 1974 ( first year of the upc code) - 1988 (when butler was bought out)

• 1923: Dr. John O. Butler, a periodontist in Chicago, founded the company and introduced an innovative two-row toothbrush designed for gentle oral care.
• 1960s: The GUM brand was officially developed. The name GUM is an acronym for "Gentle Uletic Massage," reflecting the brand's philosophy of massaging the gums during brushing.
• 1988: The John O. Butler Company and the GUM brand were acquired by the Sunstar Group, a major Japanese manufacturer.