The decision comes as U.S. battery manufacturers face significant uncertainty with retail sales of annoying electronic toys in rapid decline and while frustration with Bunny's endorsement of Duracell batteries in Europe and Australia has been on the rise.
The endorsement contract, reported to pay Bunny $7 million a year, was due to expire at the end of 2008.
Bunny has been featured in advertisements of Energizer Batteries throughout North America, recently saving the eastern U.S. when a power plant fails after an unfortunate coffee-spilling accident.
Energizer Holdings officials were reported to be frustrated with the popularity of Bunny's more risque Duracell commercials in Europe.
"I am very proud of the long standing partnership I've had with Energizer Holdings and have enjoyed being part of the company's dramatic product evolution. We've had a lot of fun together," Bunny said in a statement.
"Bunny has been a great friend to Energizer Holdings and a fantastic asset through the years," said an Energizer spokesperson. "The timing of this decision and those other activities is purely coincidental."
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