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FOR IMMEDIATE RELEASE:

New Discovery Expedition™ optics collection on display at SHOT Show 2011

Licensee Kruger Optical displays rugged, colorful binoculars at Booth #328; new products reflect adventurous, inquisitive nature of Discovery brand

Jan. 11, 2011—Kruger Optical will display its collection of Discovery Expedition™ binoculars at the 2011 SHOT Show. Visitors can try out the new binocular line in Booth #328 of the show, Jan. 18-21 in the Sands Expo and Convention Center in Las Vegas.

Discovery Expedition™ is the official lifestyle brand of the Discovery Channel™, the world’s number one nonfiction media company reaching 1.5 billion cumulative subscribers in more than180 countries. The new binoculars are part of an outdoor lifestyle product collection that reflects the adventurous and inquisitive nature of the Discovery brand.

Reflecting the theme “The World is Just Awesome,” Discovery Expedition™ binoculars are designed to enable consumers to explore the wonders of our planet. To achieve this, Kruger created a collection of rugged, easy-to-use binoculars designed to accompany an active lifestyle. All contain premium features such as optical coatings and textured rubber armor; most models are waterproof and fogproof.

Discovery Expedition™ binoculars were created for campers, hikers, birders, boaters, climbers and students, and all models offer reliable optics at accessible price points.

The collection includes 11 models retailing from $24.99 to $149.99. The line includes palm-sized 6x18 roof binoculars; compact 8x22, 10x25 and 8x32 roof binoculars; sleek 8x42 and 10x42 roof binoculars; traditional 7x50 and 8x36 porro binoculars; and top-of-the-line 7x50 and 8x30 compass porro models.

"Discovery's core mission has always been about satisfying curiosity," said Elizabeth Bakacs, Vice President of Licensing for Discovery Communications.  "With these high-quality, reasonably priced Kruger Optical binoculars, our viewers now have another compelling reason to purchase Discovery Expedition products to explore the world around them." 

“We at Kruger were honored to be selected as a licensee of the Discovery Expedition™ brand,” said Rich Babcock, Kruger’s National Sales Manager. “We all associate Discovery with learning, adventure and fun, and this line of binoculars reflects these core values.  Beginners will find the binoculars are easy to use, while experienced users will be struck by the comfortable ergonomics and quality of optics offered for the price.”

Further information about Discovery Expedition™ products, including ordering information, is available from Babcock at (317) 848-5724. Babcock also can be reached by email at richb@krugeroptical.com, and he will be available at Kruger’s booth at the show.