Brand value/Branding: Integration of LED technology by maintaining the shape, style and overall appearance of a product established as a trademark and design icon. Environmental Friendliness: Owners of “old” MAG-LITE® flashlights (D/C-cell) can convert their devices to LED operation. The new flashlights permit significantly longer on-time of the light along with less battery consumption, thus short-term amortization of the purchase price. Innovation/Functionality: While LED light is subjectively perceived as being brighter, large distances require the use of krypton bulbs. The MAGLED® technology permits a dual function-LED and incandescent.