The Morning Edition 'Nice is nice': How a dancing Robert Irwin became America's antidote
Nov 26, 2025
Michael Idato, a culture editor-at-large and expert on media and celebrity culture, delves into the captivating ascent of Robert Irwin, son of the famed Crocodile Hunter. Michael highlights Robert's recent triumph on Dancing with the Stars, which has catapulted him into the American spotlight. They explore the extensive Irwin family empire, the emotional connection with Steve Irwin, and how Robert's heartwarming persona won over America. Plus, he discusses the economic impact on Australian tourism driven by Robert's growing fame.
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Built‑In Emotional Connection
- Robert Irwin carries a long‑standing emotional connection to audiences because they watched him grow after his father's death.
- That shared history makes him resonate deeply, especially in the U.S. where the Irwin brand was huge.
TV Boosts Brand Momentum
- Dancing with the Stars supercharged Robert's visibility and drove unusually high audience engagement for the show.
- The show created intense media stickiness, leading morning news coverage and big online conversation.
Enterprise Funds Conservation
- The Irwin empire centers on Australia Zoo, extensive conservation land and a licensing business tied to the family's media profile.
- Revenue funds conservation, including about half a million acres of protected land they manage.