Editing Duracell (section)

=== Developments ===
P. R. Mallory was acquired by [[Dart Industries]] in 1978, which in turn, merged with [[Kraft Foods|Kraft]] in 1980. [[Kohlberg Kravis Roberts]] bought Duracell in 1988 and took the company public in 1989. It was acquired for $7 billion by [[Gillette|The Gillette Company]] in 1996.<ref>{{cite news|url=https://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|title=Gillette to Buy Duracell for $7 Billion|date=September 13, 1996|work=New York Times|last1=Gilpin|first1=Kenneth N.|access-date=March 2, 2016|archive-url=https://web.archive.org/web/20160307161225/http://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|archive-date=March 7, 2016|url-status=live}}</ref>

In 2005, Procter & Gamble acquired Duracell's parent Gillette for $57 billion.<ref>{{cite news|title=P&G to acquire Gillette for $57bn|url=http://news.bbc.co.uk/1/hi/business/4214485.stm|access-date=March 3, 2016|work=BBC News|date=January 28, 2005|archive-url=https://web.archive.org/web/20170827123222/http://news.bbc.co.uk/1/hi/business/4214485.stm|archive-date=August 27, 2017|url-status=live}}</ref>

In September 2011, Duracell and [[Powermat Technologies]] Ltd. started a joint venture, called Duracell Powermat, to make small wireless chargers for [[mobile phones]] and small electronics, with P&G owning 55% of the joint venture shares and Powermat 45%.<ref>{{cite news|last1=Melanson|first1=Donald|title=Power mat and Duracell forming joint venture to 'globalize wireless charging'|url=https://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|access-date=March 2, 2016|work=Engadget|date=September 15, 2011|archive-url=https://web.archive.org/web/20160426044401/http://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|archive-date=April 26, 2016|url-status=live}}</ref>

In March 2012, along with Powermat Technologies, Duracell, under the Procter & Gamble corporate umbrella, founded the [[Power Matters Alliance]] (PMA), an alliance of leading industry and governmental organizations that is dedicated to advancing smart and environmentally sound wireless power.<ref>{{cite news|title=AT&T, Google, Starbucks Back 'PMA' Wireless Power Ecosystem and Open Standard|url=http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|access-date=March 2, 2016|work=PR Newswire|date=October 29, 2012|archive-url=https://web.archive.org/web/20160306202903/http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|archive-date=March 6, 2016|url-status=live}}</ref> [[AT&T]] and [[Starbucks]] joined the board later that year.<ref>{{cite web |url=https://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |title=Boston-area Starbucks testing wireless smartphone charging; Starbucks, Google and AT&T back PMA standard |last=Gilbert |first=Ben |work=Engadget |date=October 29, 2012 |access-date=March 2, 2016 |archive-url=https://web.archive.org/web/20160118185501/http://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |archive-date=January 18, 2016 |url-status=live }}</ref>

In 2013, the company released a "Duracell Quantum" line as their top-performing alkaline batteries.<ref>{{cite web|url=http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|title=''Duracell Introduces Quantum The World's Most Advanced Alkaline Battery''|access-date=12 February 2018|archive-url=https://web.archive.org/web/20160304073702/http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|archive-date=4 March 2016|url-status=dead}}</ref>