Collect the Sega signs that appear and that will make the fruit you collect worth 500 points.
To get to the tenth round you need 36 dolls. Get all dolls from rounds 1-1 through 9-4, including the hidden dolls. If you do not have all the dolls, when you reach 9-4, the game will end, not letting you go to 10-1, and to the real ending.
When the screen shows the round and area numbers, press 1, 2, 1 + 2. Use the Directional Pad to select the round you wish to go to.
Note: You can not finish the game this way, as you will not have all the dolls!