Answer: brite

AnswerCrossword Clue
BRITEUltra .. toothpaste
BRITEShiny, on Madison Avenue
BRITEShiny, in product names
BRITELite-..: classic Hasbro toy
BRITERainbow ... (Hallmark character)
BRITEScotch-... (brand of scouring pad)
BRITECommercial name part meaning "shiny"
BRITEUltra ...
BRITERainbow ...