1 The Duracell ® European Toy Survey Results 2005

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The Duracell® European Toy SurveyResults 2005

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About Duracell

Part of the Boston-based Gillette Company, Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries.

In Europe, its two major brands are Duracell Ultra M3 and Duracell Plus. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries.

The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in manual and power toothbrushes.

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Why a Toy Survey ?

Duracell is the #1 battery choice for toys* across Europe.

The Toy Survey provides the following :

To our consumers : A Top 10 Toy Winner list, as judged by the children themselves in what they would most like to receive for the upcoming Christmas.

To our trade partners : A service to their consumers, in store communication and theatre to further drive Toy visibility and sales. Additional insight into toy trends, children’ and parents’ perceptions add further awareness and knowledge into this segment.

To our Toy Manufacturer partners : A vehicle to make their new toy product(s) shine – providing an accolade from the children themselves. With additional insight provided in a comprehensive report. The Toy Survey is a multi faceted marketing approach with unique win/win partnership opportunities.

* Source : NUS 2004

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Research : The Approach and The Provider

Established in 1989 in the US and now in it’s sixth year in Europe the criteria to entry :• Each year, we scout for the latest toys that will be launched for the upcoming Christmas

period.• Target age 5-10• Boys/Girls• Distribution within each country submitted• Language specific within each country• Open to Battery or non Battery operated toys

The USP : The Duracell Toy Survey is the only Pan-European survey of its kind in breadth 9 countries, 18 locations and that the judges are toughest we could find – children, 900 of them!

The Research Providers : NPD Eurotoys is the number One provider of information to the Toy Industry across Europe. NPD Eurotoys, a division of the NPD Group, Inc., offers international marketers consistent country-by-country market information on consumer purchasing of traditional toys for strategic and tactical decision-making. Information is collected from both retailers and consumers for richer more actionable insight and total market perspective.

The Result : A credible, unbiased survey providing a Top 10 Toy Winner listing + quality insights into Toy habits across Europe.

* Source : NUS 2002

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Study Methodology

— The Breadth: 9 countries, 18 locations (2 per)

Belgium - Brussels Antwerp

France - Paris Lille

Germany - Munich Frankfurt

Italy - Milan Naples

Netherlands - Amsterdam Breda

Portugal - Lisbon Porto

Spain - Madrid Sevilla

Sweden - Stockholm Helsingborg

UK - London Leeds

— Field Testing: Conducted mid May 2005

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Study Methodology

Two-pronged methodology

Children’s Survey 900+ children age 5-10 were surveyed, 100+ per country Even gender split Children played with each toy over a two-hour period, and then decided which was their favourite

and why Other topics of the survey included leisure activities, how they find out about toys/games, how they

feel about playing outdoor, etc.

Parent’s Survey 800+ parents of children age 5-10 were interviewed, 80+ in each country Insights related to toy/game purchasing / influences on decision-making / outdoor play

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Top Toys for 2005

And the winners are...

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The Results: Pan European

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Hasbro Fur Real Friends Luv Cubs4 Mega Bloks Dragon Mountain5 Mattel Fashion Fever Styling Head6 Mattel Hot Wheels AcceleRacers Swamp Beast Set7 Mattel Tyco R/C Terrain Twister8 Nikko Integra Type R Street Mayhem Tuner9 Hasbro Lazer Tag Team Ops deluxe

10 Mattel Cali Girl Barbie Doll + Horse Giftset

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The Results: Pan European - Boys

1 Tecnitoys SCX The Digital System2 Mega Bloks Dragon Mountain3 Mattel Hot Wheels AcceleRacers Swamp Beast Set4 Mattel Tyco R/C Terrain Twister5 Nikko Integra Type R Street Mayhem Tuner6 Hasbro Lazer Tag Team Ops deluxe7 Radica Nitro Battler28 Hasbro Star Wars Darth Vader Voice Changer Mask9 LEGO Lego Racers Ferrari Scuderia Truck10 Mattel Batman Begins Deluxe Batmobile

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The Results: Pan European - Girls

1 Feva/Spinmaster Girl Crush Air Brush Tatoo2 Hasbro Fur Real Friends Luv Cubs3 Mattel Fashion Fever Styling Head4 Mattel Cali Girl Barbie Doll + Horse Giftset5 Tecnitoys SCX The Digital System6 Smoby Disney Princess Deluxe Play set7 Giochi Preziosi Geomag panels8 Oregon Scientific Barbie B-Book9 Famosa Jaggets Minimodel Party10 Smoby Star Party Duo Dancer

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The Results: Pan European - 5-7 years old

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Mega Bloks Dragon Mountain4 Mattel Fashion Fever Styling Head5 Hasbro Fur Real Friends Luv Cubs

6 MattelHot Wheels AcceleRacers Swamp Beast Set

7 Mattel Cali Girl Barbie Doll + Horse Giftset8 Nikko Integra Type R Street Mayhem Tuner9 Mattel Tyco R/C Terrain Twister10 Hasbro Lazer Tag Team Ops deluxe

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The Results: Pan European - 8-10 years old

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Hasbro Fur Real Friends Luv Cubs4 Mattel Tyco R/C Terrain Twister5 Mattel Hot Wheels AcceleRacers Swamp Beast Set6 Nikko Integra Type R Street Mayhem Tuner7 Mega Bloks Dragon Mountain8 Hasbro Lazer Tag Team Ops deluxe9 Giochi Preziosi Geomag panels10 Mattel Fashion Fever Styling Head

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The Results: Belgium

1 Tecnitoys SCX The Digital System2 Nikko Integra Type R Street Mayhem Tuner3 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Hasbro Fur Real Friends Luv Cubs5 Hasbro Lazer Tag Team Ops deluxe 6 Mattel Tyco R/C Terrain Twister7 Mattel Fashion Fever Styling Head8 Mega Bloks Dragon Mountain9 Smoby Fiction Meteor

10 Smoby Disney Princess Deluxe Play set

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The Results: Belgium - Girls & Boys

1 Nikko Integra Type R Street Mayhem Tuner2 Tecnitoys SCX The Digital System3 Hasbro Lazer Tag Team Ops deluxe4 Mega Bloks Dragon Mountain5 Mattel Tyco R/C Terrain Twister

1 Hasbro Fur Real Friends Luv Cubs2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Mattel Fashion Fever Styling Head4 Smoby Disney Princess Deluxe Play set5 Mattel Cali Girl Barbie Doll + Horse Giftset

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The Results: Belgium - 5-7 and 8-10 years old

1 Nikko Integra Type R Street Mayhem Tuner2 Tecnitoys SCX The Digital System3 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Hasbro Lazer Tag Team Ops deluxe5 Mega Bloks Dragon Mountain

1 Tecnitoys SCX The Digital System2 Nikko Integra Type R Street Mayhem Tuner3 Mattel Tyco R/C Terrain Twister4 Hasbro Fur Real Friends Luv Cubs5 Hasbro Lazer Tag Team Ops deluxe

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The Results: Germany

1 Tecnitoys SCX The Digital System2 Mattel Fashion Fever Styling Head3 Nikko Integra Type R Street Mayhem Tuner4 Feva/Spinmaster Girl Crush Air Brush Tatoo5 V-Tech V-smile pocket6 LEGO Lego Racers Ferrari Scuderia Truck


8 Mattel Tyco R/C Terrain Twister9 Mattel Cali Girl Barbie Doll + Horse Giftset

10 Ravensburger Mandala Designer Drawing Machine

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The Results: Germany - Girls & Boys

1 Tecnitoys SCX The Digital System2 LEGO Lego Racers Ferrari Scuderia Truck3 Mattel Hot Wheels AcceleRacers Swamp Beast Set4 Mattel Tyco R/C Terrain Twister5 Nikko Integra Type R Street Mayhem Tuner

1 Mattel Fashion Fever Styling Head2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Tecnitoys SCX The Digital System4 Mattel Cali Girl Barbie Doll + Horse Giftset5 Hasbro Fur Real Friends Luv Cubs

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The Results: Germany - 5-7 and 8-10 years old

1 Tecnitoys SCX The Digital System2 Mattel Fashion Fever Styling Head3 V-Tech V-smile pocket4 Smoby Disney Princess Deluxe Play set5 Mattel Tyco R/C Terrain Twister

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Nikko Integra Type R Street Mayhem Tuner4 Mattel Fashion Fever Styling Head5 LEGO Lego Racers Ferrari Scuderia Truck

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The Results: France

1 Tecnitoys SCX The Digital System2 Smoby Fiction Meteor3 Hasbro Fur Real Friends Luv Cubs4 Bandai Tamagotchi Connexion5 Mattel Tyco R/C Terrain Twister6 V-Tech V-smile pocket7 Feva/Spinmaster Girl Crush Air Brush Tatoo8 Mattel Fashion Fever Styling Head9 Mega Bloks Dragon Mountain

10 Mattel Cali Girl Barbie Doll + Horse Giftset

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The Results: France - Girls & Boys

1 Tecnitoys SCX The Digital System2 Mega Bloks Dragon Mountain3 Mattel Tyco R/C Terrain Twister4 Smoby Fiction Meteor5 Hasbro Lazer Tag Team Ops deluxe

1 Hasbro Fur Real Friends Luv Cubs2 Smoby Fiction Meteor3 Mattel Cali Girl Barbie Doll + Horse Giftset4 Mattel Fashion Fever Styling Head5 Feva/Spinmaster Girl Crush Air Brush Tatoo

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The Results: France - 5-7 and 8-10 years old

1 Hasbro Fur Real Friends Luv Cubs2 Tecnitoys SCX The Digital System

3 Mattel Cali Girl Barbie Doll + Horse Giftset4 Mega Bloks Dragon Mountain5 Mattel Fashion Fever Styling Head

1 Tecnitoys SCX The Digital System2 Smoby Fiction Meteor3 Mattel Tyco R/C Terrain Twister4 Hasbro Fur Real Friends Luv Cubs5 V-Tech V-smile pocket

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The Results: Italy

1 Tecnitoys SCX The Digital System


3 Oregon Scientific Barbie B-Book4 Nikko Integra Type R Street Mayhem Tuner5 Giochi Preziosi Geomag panels6 Hasbro Fur Real Friends Luv Cubs7 Feva/Spinmaster Girl Crush Air Brush Tatoo8 Giochi Preziosi Robosapien9 Mattel Cali Girl Barbie Doll + Horse Giftset

10 Mattel Tyco R/C Terrain Twister

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The Results: Italy - Girls & Boys



3 Nikko Integra Type R Street Mayhem Tuner4 Mattel Tyco R/C Terrain Twister5 Giochi Preziosi Robosapien

1 Oregon Scientific Barbie B-Book2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Hasbro Fur Real Friends Luv Cubs4 Mattel Cali Girl Barbie Doll + Horse Giftset5 Giochi Preziosi Geomag panels

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The Results: Italy - 5-7 and 8-10 years old



3 Hasbro Fur Real Friends Luv Cubs4 Mattel Cali Girl Barbie Doll + Horse Giftset5 Oregon Scientific Barbie B-Book



3 Giochi Preziosi Geomag panels4 Oregon Scientific Barbie B-Book5 Giochi Preziosi Robosapien

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The Results: Spain

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Hasbro Fur Real Friends Luv Cubs5 Mega Bloks Dragon Mountain


7 Famosa Jaggets Minimodel Party8 Giochi Preziosi Geomag panels9 Smoby Disney Princess Deluxe Play set

10 Mattel Fashion Fever Styling Head

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The Results: Spain - Girls & Boys

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Mega Bloks Dragon Mountain


5 Hasbro Lazer Tag Team Ops deluxe

1 Feva/Spinmaster Girl Crush Air Brush Tatoo2 Hasbro Fur Real Friends Luv Cubs3 Famosa Jaggets Minimodel Party4 Tecnitoys SCX The Digital System5 Mattel Fashion Fever Styling Head

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The Results: Spain - 5-7 and 8-10 years old

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Hasbro Fur Real Friends Luv Cubs5 Mattel Fashion Fever Styling Head

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Mega Bloks Dragon Mountain5 Giochi Preziosi Geomag panels

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The Results: Holland

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo

3 Mattel Hot Wheels AcceleRacers Swamp Beast Set4 Nikko Integra Type R Street Mayhem Tuner5 Hasbro Fur Real Friends Luv Cubs6 Mattel Tyco R/C Terrain Twister7 Mega Bloks Dragon Mountain8 V-Tech V-smile pocket9 Ravensburger Mandala Designer Drawing Machine

10 Mattel Fashion Fever Styling Head

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The Results: Holland - Girls & Boys

1 Tecnitoys SCX The Digital System2 Mega Bloks Dragon Mountain3 Nikko Integra Type R Street Mayhem Tuner4 Mattel Tyco R/C Terrain Twister


1 Feva/Spinmaster Girl Crush Air Brush Tatoo2 Hasbro Fur Real Friends Luv Cubs3 Ravensburger Mandala Designer Drawing Machine4 Mattel Fashion Fever Styling Head


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The Results: Holland - 5-7 and 8-10 years old

1 Tecnitoys SCX The Digital System2 Mega Bloks Dragon Mountain3 V-Tech V-smile pocket


5 Feva/Spinmaster Girl Crush Air Brush Tatoo

1 Tecnitoys SCX The Digital System2 Mattel Tyco R/C Terrain Twister


4 Feva/Spinmaster Girl Crush Air Brush Tatoo5 Hasbro Fur Real Friends Luv Cubs

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The Results: Sweden

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Feva/Spinmaster Girl Crush Air Brush Tatoo4 Mattel Hot Wheels AcceleRacers Swamp Beast Set5 Mattel Tyco R/C Terrain Twister6 Hasbro Fur Real Friends Luv Cubs7 Mattel Fashion Fever Styling Head8 Mega Bloks Dragon Mountain9 Nikko Integra Type R Street Mayhem Tuner

10 Hasbro Lazer Tag Team Ops deluxe

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The Results: Sweden - Girls & Boys



3 Radica Nitro Battler24 Mega Bloks Dragon Mountain5 Hasbro Lazer Tag Team Ops deluxe

1 Feva/Spinmaster Girl Crush Air Brush Tatoo2 Tecnitoys SCX The Digital System3 Hasbro Fur Real Friends Luv Cubs4 Mattel Fashion Fever Styling Head

5 LEGOLego Clikits 'Pretty in Pink Beauty Set'

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The Results: Sweden - 5-7 and 8-10 years old

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler2


4 Mattel Fashion Fever Styling Head5 Nikko Integra Type R Street Mayhem Tuner

1 Tecnitoys SCX The Digital System2 Feva/Spinmaster Girl Crush Air Brush Tatoo3 Radica Nitro Battler2


5 Hasbro Fur Real Friends Luv Cubs

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The Results: Portugal


2 Radica Nitro Battler23 Hasbro Fur Real Friends Luv Cubs4 Mega Bloks Dragon Mountain5 Feva/Spinmaster Girl Crush Air Brush Tatoo6 Mattel Fashion Fever Styling Head7 Giochi Preziosi Geomag panels


9 Famosa Jaggets Minimodel Party10 Oregaon Scientific Barbie B-Book

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The Results: Portugal - Girls & Boys

1 Tecnitoys SCX The Digital System2 Radica Nitro Battler23 Mega Bloks Dragon Mountain

4 MattelHot Wheels AcceleRacers Swam p Beas t Set

5 Hasbro Lazer Tag Team Ops deluxe 2

1 Hasbro Fur Real Friends Luv Cubs2 Mattel Fashion Fever Styling Head3 Feva/Spinm aster Girl Crush Air Brush Tatoo4 Fam osa Jaggets Minim odel Party5 Oregon Scientific Barbie B-Book

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The Results: Portugal - 5-7 and 8-10 years old

1 Tecnitoys SCX The Digital System2 Mattel Fashion Fever Styling Head3 Mega Bloks Dragon Mountain4 Feva/Spinm aster Girl Crush Air Brush Tatoo5 Hasbro Fur Real Friends Luv Cubs


2 Radica Nitro Battler2

3 Hasbro Fur Real Friends Luv Cubs

4 Feva/Spinm aster Girl Crush Air Brush Tatoo

5 Mega Bloks Dragon Mountain

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The Results: UK

1 Feva/Spinmaster Girl Crush Air Brush Tatoo

2 Character Options Roboraptor3 Mega Bloks Dragon Mountain4 Tecnitoys SCX The Digital System5 Feva Dr Dreadful Freaky Food Lab6 Hasbro Fur Real Friends Luv Cubs7 Mattel Tyco R/C Terrain Twister

8 HasbroStar Wars Darth Vader Voice Changer Mask


10 Upstarts Indoor keepy uppy

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The Results: UK - Girls & Boys

1 Tecnitoys SCX The Digital System2 Character Options Roboraptor3 Mega Bloks Dragon Mountain

4 HasbroStar Wars Darth Vader Voice Changer Mask

5 MattelHot Wheels AcceleRacers Swam p Beas t Set

1 Feva/Spinmaster Girl Crush Air Brush Tatoo2 Hasbro Fur Real Friends Luv Cubs3 Feva Dr Dreadful Freaky Food Lab4 Mattel Fashion Feva Styling Head5 Tom y Cella Sticker Machine

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The Results: UK - 5-7 and 8-10 years old

1 Feva/Spinmaster Girl Crush Airbrush Tattoo2 Mega Bloks Dragon Mountain3 Tecnitoys SCX The Digital Sys tem4 Feva Dr Dreadful Freaky Food Lab5 Character Options Roboraptor

1 Character Options Roborapter2 Tecnitoys SCX The Digital Sys tem

3 Feva/Spinm aster Girl Crush Air Brush Tatoo

4 Mega Bloks Dragon Mountain

5 Feva Dr Dreadful Freaky Food Lab

Documents

1 The Duracell ® European Toy Survey Results 2005