Survey: 'Top 10' Hottest New Toys for the Holiday Season

Website; www.duracell.com/ToySurvey

October 2000  -- The results are in! Kids across the country have voted interactive puppy Poo-Chi "best in show" in the 13th Annual DURACELL® ULTRA Kids' Choice Toy Survey(TM). "Top Dog" Poo-Chi, by Tiger Electronics, is an electronic canine companion who uses light, sound and touch sensors to respond to kids' commands. This year, Poo-Chi led a diverse field of challenging toys and games that scored high with kids. The kid-tested, kid-approved "Top 10" toys of the 2000 survey are:

• 1.Poo-Chi (Tiger Electronics)
• 2. Slithering Jake the RC Snake (Fisher-Price)
• 3. Championship Challenge (Lego Company)
• 4. Dragonfly (Toymax)
• 5. Micro Machines NASCAR Raceway Playset (Hasbro)
• 6. Max Steel Action Figures (Mattel)
• 7. Crayola Color Wonder Fun Desk (Binney & Smith)
• 8. Explorer Globe (Leap Frog)
• 9. Frigits Deluxe (Think of It!)
• 10. Feltland Starter House (Small World Toys)

"This year we've seen an unusually broad spectrum of toys make it into the "Top 10", with kids embracing a variety of toy types and trends," said Julie Creighton, director of the survey. "Although toys like Poo-Chi, Frigits Deluxe and the Explorer Globe all challenge children's minds, other top-ranked toys focus more heavily on physical activity and sports, and still others on imaginative play."

The survey results are based on the votes of more than 400 children, ages 4 to 11, who "play-tested" 22 of the year's best new toys and games for a seven-day period. Toy testing was conducted during September at YMCA after-school centers in 15 major cities nationwide. The "Top 10" toys represent a range of the best new non-battery-operated and battery-operated toys from a variety of categories, including arts and crafts, group games and physically active games. Based on individual experiences with each toy, each child chose a first, second and third favorite. The rankings from each child were then compiled to develop the overall "Top 10" Kids' Picks.

Boys will be Boys ... and Girls will be Girls

2000 saw a clear gender-divide among the favorites, with the boys' number one-ranked Championship Challenge ranking outside the girls' "Top 10." Other toys in the boys' "Top 10" that ranked outside the girls' list of favorites were the Micro Machines NASCAR Raceway Playset and Max Steel Action Figures. Similarly, the Crayola Color Wonder Fun Desk, Feltland Starter House and Explorer Globe all made the overall and girls' "Top 10", but ranked outside the boys' top picks. Poo-Chi, the overall winner, was the number one ranked toy among girls, but took sixth place in the boys' list, while Slithering Jake the RC Snake, which ranked second overall, was the only toy to rank in both the boys' and girls' top five.

The Toy Testing Process

Each year, hundreds of toys are submitted for inclusion in the DURACELL ULTRA Kids' Choice Toy Survey. The Duracell Toy Team, a panel that includes an independent toy industry expert, evaluates each toy against strict criteria. All toys that are selected to be "play-tested" must encourage social interaction and creativity, provide long-lasting play appeal, be appropriate for both boys and girls and must not encourage aggressive behavior. Kids then test these toys at 15 YMCAs nationwide and vote for their favorites.

"For 13 years, Duracell has been pleased to provide a forum where children's opinions really count in predicting which toys are going to be 'most wanted' for the holiday season," said Ann Davin, manager, public relations, Duracell.

The Spirit of Holiday Giving

Gift givers can easily choose a child's perfect holiday gift with the variety in this year's "Top 10" Kids' Picks. Whether you're shopping for a budding artist, an avid sports fan or an animal lover, this year's winners provide grown-ups with a ready-made short list of toys that are a proven hit with kids.

All toys tested in the DURACELL ULTRA Kids' Choice Toy Survey are donated to the participating YMCAs following voting. Additionally, hundreds of toys and games submitted for the initial toy selection process will be donated to various non-profit organizations for children.

1-800-BEST-TOYS and Web Site Information

Parents and holiday shoppers need look no further than the nearest telephone for a guide to the toys that will be the biggest hits this holiday season. By calling 1-800-BEST-TOYS, callers can hear a complete list of the "Top 10" toys in both English and Spanish.

In addition to hearing the "Top 10" Kids' Picks, callers to 1-800-BEST-TOYS can also receive a list of all 22 toys tested in the 2000 survey and a valuable coupon good toward the purchase of DURACELL ULTRA alkaline batteries.

Internet users can access the list of the year's "Top 10" Kids' Picks by visiting the 13th Annual DURACELL ULTRA Kids' Choice Toy Survey Web site at www.duracell.com/ToySurvey.

About Gillette

Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. Gillette is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Company also holds the number one position worldwide in sales of selected female grooming products, such as wet shaving products and hair epilation devices. In addition, Gillette is the global market leader in toothbrushes and oral care appliances.