Olympus was onto something four years ago when it launched the first in its "Tough" line of cameras.

Consumers have long complained about fragile point-and-shoot cameras breaking after dropping out of a pocket or getting wet. So, Olympus engineers came up with a camera that was virtually indestructible. The Tough series now is one of Olympus' best sellers. And in an industry known for imitation, it has lots of company.

Industry heavyweights Canon and Panasonic introduced their own rugged, waterproof cameras this year. Pentax, which has had a line of waterproof cameras for several years, recently added a "freezeproof" feature to its Optio W60, though it's not shockproof.

"We're flattered," says Andy Flagg, the executive director of product marketing for Olympus. "It clearly points to how consumers are looking for more ... from their point-and-shoots than ever before."

The rugged cameras - known as "toughcams" - are priced substantially higher than the average point-and-shoot: Olympus' Stylus Tough-8000 and Panasonic's Lumix DMC-TS1 sell for $399, while Canon's PowerShot D10 is $329. The average point-and-shoot camera sells for $157, according to market tracker IDC.

How the cameras differ:

Olympus. The top-of-the-line Tough-8000 is waterproof, shockproof, crushproof and freezeproof. The lower-priced Tough-6000 ($299) is shockproof, waterproof and freezeproof.

Panasonic. The Lumix TS1 is all of the above except for crushproof, and it also shoots high-definition 720p video. However, the video is in the alternative AVCHD Lite format, which won't play on PCs or Macs with Windows Media Player or QuickTime Player. The camera comes with a limited software program to put videos on DVDs (where they will be standard-definition unless you have a Blu-ray burner). Another, easier choice: Plug the camera directly into the TV and watch video from the source.

Canon. The PowerShot D10 is waterproof, shockproof, crushproof, freezeproof and shoots video - in standard definition. "We've had a lot of requests from our customers for a camera like this," Canon technical adviser Chuck Westfall says of the new D10. "They really wanted something for heavy outdoor activities."

So, if you insist on traveling case-less with a camera in your pocket or purse, you'll have to spring for a toughcam. If nothing else, there's always wowing your friends at parties.