Answer: brite

AnswerCrossword Clue
BRITE

Ultra .. toothpaste

BRITE

Shiny, on Madison Avenue

BRITE

Shiny, in product names

BRITE
Lite-..: classic Hasbro toy
BRITE
Rainbow ... (Hallmark character)
BRITEScotch-... (brand of scouring pad)
BRITECommercial name part meaning "shiny"
BRITEUltra ...
BRITERainbow ...