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Duracell Donates 1 Million Coppertop Batteries to CMN Hospitals, Powering Countless Hours of Imaginative Play this Holiday Season

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BETHEL, Conn. (Oct. 17, 2016) — Duracell, the official battery power for the Star Wars franchise and its highly-anticipated new release, “Rogue One: A Star Wars Story,” is supporting the healing power of imaginative play with a donation of one million batteries to Children’s Miracle Network Hospitals nationwide. To launch its new holiday campaign, Duracell released an all-new 60-second commercial, “How the Rebels Saved Christmas,” featuring young patients forging an epic Star Wars duel while delivering a battery-powered toy to another patient’s hospital room.

“Tapping into our imaginations during the healing and recovery process reduces stress, pain and anxiety,” said Dr. Charlotte Reznick, Ph.D., an internationally recognized child educational psychologist, former UCLA associate clinical professor of psychology, and author of the Los Angeles Times best-selling book, “The Power of Your Child’s Imagination.” “I’m delighted that Duracell has embraced the fact that letting kids be kids through imaginative play is healthy – mentally, emotionally and physically.”

Duracell’s donation of 1 million batteries will power toys at 147 Children’s Miracle Network Hospitals nationwide. The batteries will ship in early November and will arrive by the holidays.

“After visiting the Children’s Miracle Network Hospitals, we saw first-hand the impact that the power of imaginative play has on children and we were instantly inspired to support their mission,” said Ramon Velutini, Marketing Director of Duracell. “Imaginative play truly is the best medicine – that’s why this holiday season Duracell is on a mission to power long-lasting play for those who need it most.”

“There is no better way to do this than by partnering with Star Wars,” said Velutini. “The sheer power of this story has ignited imaginations for decades, and Duracell is excited to continue working with Star Wars to power the imaginations of the next generation.”

Imagination is central to the career of “How the Rebels Saved Christmas” director Simon McQuoid, whose work for the likes of Nissan, Netflix, Dr. Pepper and others has been recognized with a host of awards including a Cannes Lion. “This commercial follows the imaginative minds of these kids as they enter an adventure within the Star Wars universe. Duracell is the perfect power for their R2-D2 toy as well as their endless imaginations,” said McQuoid.

Duracell’s partnership with Children’s Miracle Network Hospitals extends its long history of support for impactful causes. To learn more about Duracell, view the all-new commercial and learn how you can help support Children’s Miracle Network Hospitals, please visitYoutube.com/Duracell.

About Duracell

Started in the 1920’s, the Duracell brand and company was recently acquired by Berkshire Hathaway Inc. (NYSE-BRK.A, BRK.B) and has grown to be the leader in the single-use battery market in North America. The iconic Duracell brand is known the world over. Our products serve as the heart of devices that keep people connected, protect their families, entertain them, and simplify their increasingly mobile lifestyles. Our recharging technology allows consumers to live life without limits. Berkshire Hathaway Inc. is a $210B holding company owning subsidiaries that engage in diverse business activities. Visit www.duracell.com for more information; follow us on Twitter.com/Duracell and like us on Facebook.com/Duracell.

About Children’s Miracle Network Hospitals

Children’s Miracle Network Hospitals® raises funds and awareness for 170 member hospitals that provide 32 million treatments each year to kids across the U.S. and Canada. Donations stay local to fund critical treatments and healthcare services, pediatric medical equipment and charitable care. Since 1983, Children’s Miracle Network Hospitals has raised more than $5 billion, most of it $1 at a time through the charity’s Miracle Balloon icon. Its various fundraising partners and programs support the nonprofit’s mission to save and improve the lives of as many children as possible. Find out why children’s hospitals need community support, identify your member hospital and learn how you can Put Your Money Where the Miracles Are, at CMNHospitals.org and facebook.com/CMNHospitals.

About Lucasfilm Ltd.

Lucasfilm Ltd., a wholly-owned subsidiary of The Walt Disney Company, is a global leader in film, television and digital entertainment production. In addition to its motion-picture and television production, the company’s activities include visual effects and audio post-production, cutting-edge digital animation, interactive entertainment software, and the management of the global merchandising activities for its entertainment properties including the legendary STAR WARS and INDIANA JONESfranchises. Lucasfilm Ltd. is headquartered in northern California.

About “Star Wars: Rogue One”

From Lucasfilm comes the first of the Star Wars standalone films, “Rogue One: A Star Wars Story,” an all-new epic adventure. In a time of conflict, a group of unlikely heroes band together on a mission to steal the plans to the Death Star, the Empire’s ultimate weapon of destruction. This key event in the Star Wars timeline brings together ordinary people who choose to do extraordinary things, and in doing so, become part of something greater than themselves.

“Rogue One: A Star Wars Story” is directed by Gareth Edwards and stars Felicity Jones, Diego Luna, Ben Mendelsohn, Donnie Yen, Mads Mikkelsen, Alan Tudyk, Riz Ahmed, with Jiang Wen and Forest Whitaker. Kathleen Kennedy, Allison Shearmur and Simon Emanuel are producing, with John Knoll and Jason McGatlin serving as executive producers. “Rogue One: A Star Wars Story” opens in U.S. theaters on December 16, 2016.

Duracell Media Contact:
Amy Burkhardt, 212-613-4930
amy.burkhardt@citizenrelations.com

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