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    Duracell ‘Insures’ Holiday Success

    Procter & Gamble brand enlists pop star Chris Daughtry to launch initiative

    Procter & Gamble brand Duracell and recording artist Chris Daughtry have kicked off the Holiday Insurance Program to keep holiday planning simple. Throughout the festive season, Duracell, aided by other industry experts, will provide parents with everything they need for a stress-free Yuletide.

    “At Duracell, we know that the holiday season is often about creating a wonderful experience for kids,” said Volker Kuhn, general manager for Duracell North America in Bethel, Conn. “With our Holiday Insurance Program, we hope to provide parents with peace of mind by empowering them to create unforgettable holidays for their families. Duracell also believes that all children deserve a chance to experience the magic of the holidays, and that’s precisely why we’ve partnered with the Toy Industry Foundation (TIF). Together, we’ll provide the power for toys that brighten the holidays for less fortunate children and their families.”

    Duracell’s donation of 30,000 batteries to the New York-based TIF will give power to presents for needy kids. TIF is the charitable arm of the North American toy industry, collecting toys from manufacturers, distributors and retailers to deliver them to children worldwide through a network of charities.

    “As a dad of four, I understand the importance of creating holiday memories for my kids, but know how overwhelming the task can be,” noted Daughtry, a onetime “American Idol” Season 5 contestant who will star in a special Duracell-hosted Facebook concert on Dec. 14. “That’s why Duracell and I are teaming up to prepare parents during this stressful time of year while also helping to create a magical Christmas morning for kids in need.”

    So that parents can select just the right toys, Duracell has tapped the nation’s best-known toy experts, TimetoPlayMag.com’s Jim Silver and Chris Byrne (aka The Toy Guy), who will dispense toy advice from an insider’s perspective.

    Duracell also turned to YouTube for the Duracell Holiday Helpers, a team of real kids and parents with advice for other families on how to create a wonderful Holiday. As well as providing their viewpoints and reviews on the hottest holiday toys, the kids will clue parents in on youngsters’ actual attitudes toward holiday gift giving.

    Additionally, the brand’s Facebook page is the venue for a season-long “hot” holiday toy giveaway, sponsored by Time to Play. Through Dec. 23, one free toy will be given away every hour on the page, with such well-known brands as Fisher-Price, Mattel, Leapfrog, Hasbro, SpinMaster, Jakks Pacific and Mega Brands represented.

    Finally, Duracell offers a battery guarantee to provide parents with extra peace of mind: If a toy doesn’t work because of a defective Duracell battery, the brand will repair or replace it.

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