For the second consecutive year, Duracell is powering New Year's Eve in Times Square. At the Duracell Smart Power Lab in the heart of Times Square, there are six Duracell Power Rovers. When Lab visitors pedal the Power Rover bikes, human energy is generated and then converted and stored in giant Duracell batteries. This pedal power will in turn be used to illuminate the iconic 2010 numerals at midnight when the Ball drops allowing Duracell to help power the decade to come.