Duracell this week opened its Smart Power Lab in Manhattan's Times Square, kicking off the energy collection that will power the lighting of the iconic 2010 numerals on New Year's Eve.


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Duracell Smart Power Lab opens in Times Square

November 24th, 2009

BETHEL, Conn. – Duracell this week opened its Smart Power Lab in Manhattan's Times Square, kicking off the energy collection that will power the lighting of the iconic 2010 numerals on New Year's Eve.

The Duracell Smart Power Lab,  held in conjunction with Procter & Gamble Co.'s annual Charmin Restrooms in Times Square, opened on Monday and runs through December 31.

For the second straight year, New Yorkers and tourists will be able to literally help power the 2010 numerals by visiting the Smart Power Lab, hopping aboard a specially designed Power Rover and pedaling. The rovers work via rotary technology, so with each push of the pedal, human energy is captured, converted into usable power, and then routed and stored at Duracell Battery Centers. The journey ends at One Times Square, where the stored power will light up the 2010 numerals as the New Year's Eve Ball drops and the clock strikes midnight.

"When the world watches the New Year's Ball drop and the numerals light up at midnight on January 1, our guests will be able to say they truly powered the start of a new decade," Rick June, Duracell vice president and general manager for North America, said in a statement. "The Smart Power Lab is just one example of how Duracell delivers innovative, efficient and reliable ways to power important moments today and for decades to come."

Visitors to the lab also can try Duracell's latest Smart Power offerings, designed to address the ever-growing power needs of today's multimedia, "connected" consumer.

In addition, they can recharge their mobile devices — including cell phones, BlackBerrys, digital cameras, iPods, MP3 players and portable gaming devices — at Duracell Charging Stations set up throughout the lab. Other activities at the lab include playing the latest game titles from Microsoft Xbox and capturing a photo with a lifesize replica of the 2010 numerals.

The Duracell Smart Power Lab and Charmin Restrooms are open from 10 a.m. to 9 p.m. Sunday through Wednesday and 10 a.m. to 11 p.m. Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th streets.

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