News Release

New Survey Shows Kids Have High Hopes, Diverse Career Goals

Duracell Partners with Toy Experts to Show Children They Have the Power to Be ... Anything

Wednesday, April 8, 2009 8:08 am EDT



Public Company Information:

"Play helps kids learn to read, share, work together and helps unlock their imagination, which really is what gives them power to be anything they want."

The new Power to Be survey, sponsored by Duracell, shows children's professional aspirations vary as much as kids themselves. Duracell partnered with toy experts Jim Silver and Chris Byrne of to identify toys that can help children develop the skills they need to become whatever they want, whether they want to be a teacher or president of the United States.

During the Power to Be Survey, Duracell interviewed 507 children ages 8-12 from all over the country about their professional goals and what kinds of toys and activities they like best. Seventeen percent of girls said they want to be a veterinarian, while 11 percent of boys said they want to be in the military. No matter what career they plan to pursue, children are confident they will achieve their goals - nearly two-thirds (62 percent) of respondents said it is likely they will become what they want to be.

"At Duracell, we know it's a big job to power kids' favorite toys," said Craig Bida, brand manager for Duracell. "By partnering with the toy industry's most trusted experts, Jim Silver and Chris Byrne, we hope to give parents a better view of children's goals and introduce them to wonderful new toys that can inspire imagination and learning."

"No matter what career a child wants to pursue as an adult, playing is the foundation that helps them develop the skills they need to be successful," said Chris Byrne, also know as The Toy Guy(R). "Play helps kids learn to read, share, work together and helps unlock their imagination, which really is what gives them power to be anything they want."

Because play is so important to children's development, Duracell joined forces with toy experts Jim Silver and Chris Byrne, of, to select engaging toys that will help kids develop the skills they need to succeed in any career. The Power to Be featured toys can help children develop reading and problem-solving skills, explore the world around them, build self-confidence, improve hand-eye coordination or simply inspire their imagination. They include:

  • Crayola Sidewalk Crayons - these smooth, vibrant colors create bold outdoor art.
  • Discovery Kids Smart Animals(TM) - these electronic animals make learning fun with sound effects, facts and quiz questions.
  • ESPN Better Batter(TM) Baseball Trainer - this tee-free batting trainer develops hand-eye coordination.
  • Eye-Clops Bionic Eye - this multi-zoom lens projects magnified images of everyday objects onto a TV screen.

For complete results of the Duracell Power to Be survey, more information about the featured toys, and an article by Chris Byrne and Jim Silver about powering kids dreams through play, visit

Survey Methodology:

This survey was conducted online within the United States by Harris Interactive on behalf of Duracell between February 18 and 26, 2009, among 507 U.S. kids ages 8-12. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Amy Freeland at 212-613-4938.

About is an informative resource for parents and caregivers that was developed by aNb Media,, and a team of well-known toy, family entertainment and parenting experts. With more than 100 years combined experience in the toy industry, the Time to Play team searches the world for the newest toys, video games, and entertainment products to help parents pinpoint products that are fun for both children and their families.

About Duracell

Part of the Procter & Gamble Company (NYSE:PG), Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world's leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite(R) LED flashlights. Visit for more information.

About Procter & Gamble (NYSE: PG)

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


Kurt Iverson of Duracell, +1-203-796-4669
Amy Freeland of PainePR, +1-212-613-4938