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JAN 7

Filling Big Hiking Boots at an Early Age

Discovery Kids pins some hopes on a chip off the crocodile hunter.

New York Times, January 7, 2008 — A year and a half ago, Bindi Irwin was an 8-year-old growing up in the Australian outback, home-schooled so she could travel with her father, Steve Irwin, to film popular nature shows like “The Crocodile Hunter.” She sometimes appeared on camera, happily petting the occasional wallaby.

Then on Sept. 4, 2006, Mr. Irwin was killed by a stingray’s barb while shooting his show. Rather than retreating into the background, though, Bindi has moved to center stage, in a spotlight just as bright, and sometimes harsher, than the one trained on her father.

Category: Brand Strategy
Tags: Discovery, Celebrity Endorser

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