Editing Lara Croft (section)

== Promotion and merchandising ==
Eidos's German branch and the KMF agency handled marketing for Lara Croft.<ref name="VirtSed-Spirits">{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=The Spirits That Called Her |pages=[https://archive.org/details/laracroftartofvi00mark/page/95 95–98] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/95}}</ref> According to Eidos, no [[focus group]]s or scientific studies were consulted when devising the marketing strategy for the character.<ref>{{cite magazine |title=Sex Sells |magazine=[[Electronic Gaming Monthly]]|issue=96 |publisher=[[Ziff Davis]] |date=July 1997|page=118}}</ref> Eidos marketing manager David Burton oversaw marketing efforts, which attempted to portray the character as attractive and pleasant. However, interaction with the press, especially those in Europe, resulted in less clothing depicted in promotional images.<ref name="Arcade-1"/> Concerned with diluting Croft's personality, Eidos avoided products it felt did not fit the character.<ref name="VirtSed-Spirits"/> [[Ian Livingstone]], Eidos's product acquisition director, commented that the company declines most merchandising proposals. He stated that Eidos primarily focused on game development and viewed such promotion outside video games as exposure for the character.<ref>{{cite web |url=http://www.gamespot.com/news/6161633.html |title=Q&A: Ian Livingstone on 10 years of Lara |first=Emma |last=Boyes |website=GameSpot |date=14 November 2006 |access-date=8 March 2010 |url-status=live |archive-url=https://web.archive.org/web/20100224125356/http://www.gamespot.com/news/6161633.html |archive-date=24 February 2010}}</ref> Following Square Enix's acquisition, Eidos's marketing duties were transferred to the Square Enix Europe subsidiary.<ref name="EidosAcq"/><ref name="CVG-Eidos"/> As part of the second reboot, Crystal Dynamics planned to align all products, promotions, and media ventures with its new version of the character.<ref name="GI-213"/>

Lara Croft has appeared on the cover of multiple video game magazines.<ref>{{cite magazine |magazine=[[PlayStation: The Official Magazine|PlayStation Magazine]] |author=Staff |title=PlayStation Magazine cover |publisher=[[Future Publishing]] |date=December 1997 |issue=4}}</ref><ref>{{cite magazine |magazine=[[PlayStation: The Official Magazine|PlayStation Magazine]] |publisher=[[US Imagine Publishing]] |author=Staff |title=PlayStation Magazine cover |issue=68 |date=February 2003}}</ref><ref>{{cite journal |journal=[[Play (US magazine)|Play Magazine Presents Girls of Gaming]] |author=Staff |title=Play Magazine Presents Girls of Gaming cover |issue=5 |publisher=Fusion Publishing |year=2008|volume=5}}</ref><ref>{{cite journal |journal=Official UK PlayStation Magazine |issue=108 |date=March 2004 |title=Official UK PlayStation Magazine cover |publisher=[[Future Publishing]] |author=Staff}}</ref> The character has also been featured on the cover of non-video game publications such as British style magazine ''[[The Face (magazine)|The Face]]'', American news magazines [[Time (magazine)|''Time'']] and ''[[Newsweek]]'', German magazine [[Focus (German magazine)|''Focus'']], and the front page of British newspaper the ''[[Financial Times]]''.<ref name="IGNhistory"/><ref name="VirtSed-Short"/><ref name="GWR08"/><ref name="PSM-4-Feature">{{cite magazine |magazine=[[PlayStation: The Official Magazine|PlayStation Magazine]] |author=Staff |title=Girls & Games |pages=69–71 |publisher=[[Future Publishing]] |date=December 1997 |issue=4}}</ref> Eidos licensed the character for third party advertisements, including television ads for [[Visa Inc.|Visa]], [[Lucozade]] drinks, [[G4 (American TV channel)|G4 TV]], ''Brigitte'' magazine, and [[SEAT]] cars (Seat Ibiza, Seat Cordoba, Seat Alhambra and Seat Arosa).<ref name="CVG-2008"/><ref name="IGNhistory"/><ref name="VirtSed-Short"/><ref name="GWR08"/><ref name="GI-78"/> ''Retro Gamer'' staff attributes Croft's "iconic" status in part to the Lucozade commercials, calling them one of the most memorable advertisements to use video game elements.<ref>{{cite journal |journal=[[Retro Gamer]] |publisher=[[Imagine Publishing]] |author=Staff |title=Advert Rising |page=84 |issue=60}}</ref> Picture advertisements appeared on the sides of double-decker buses and walls of subway stations.<ref name="PSM-4-Feature"/> Irish rock band [[U2]] commissioned custom renders for video footage displayed on stage in its 1997 PopMart tour.<ref name="GWR08"/><ref name="PSM-4-Feature"/><ref name="VirtSed-Stage">{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=Lara on Stage |pages=[https://archive.org/details/laracroftartofvi00mark/page/90 90–93] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/90}}</ref> German punk band [[Die Ärzte]]'s 1998 music video for "Men are Pigs" ({{langx|de|link=no|"[[Männer sind Schweine]]"}}) also features Croft. Music groups have dedicated songs to the character, culminating in the release of the album ''A Tribute to Lara Croft''. Bands and artists including [[Depeche Mode]], [[Moby]], [[Faith No More]], [[Jimi Tenor]], and [[Apollo 440]] donated their songs for the album.<ref name="VirtSed-Stage"/> In conjunction with the release of the 2001 film adaptation, Eidos licensed Lara Croft free-of-charge to the Gordonstoun boarding school for a commercial. The school approached Eidos about use of the character. Eidos allowed the one-time licence due to Core Design's inclusion of Gordonstoun in Croft's fictional biography without the school's permission.<ref>{{cite news |url=http://news.bbc.co.uk/2/hi/entertainment/1418106.stm |title=Lara's school days on big screen |work=BBC News |author=Staff |date=2 July 2001 |access-date=18 May 2010 |url-status=live |archive-url=https://web.archive.org/web/20101214003304/http://news.bbc.co.uk/2/hi/entertainment/1418106.stm |archive-date=14 December 2010}}</ref><ref>{{cite news |url=https://www.independent.co.uk/arts-entertainment/films/news/lara-croft-offers-gordonstoun-a-lift-676318.html |title=Lara Croft offers Gordonstoun a lift |first=Andrew |last=Hibbard |newspaper=[[The Independent]] |date=2 July 2001 |access-date=18 May 2010 |url-status=dead |archive-url=https://web.archive.org/web/20101215114355/http://www.independent.co.uk/arts-entertainment/films/news/lara-croft-offers-gordonstoun-a-lift-676318.html |archive-date=15 December 2010}}</ref> Near the end of 2006, Lara Croft became the spokesmodel for the Skin Cancer Awareness Foundation of [[Minden, Nevada]] as part of its Sun Smart Teen Program. The foundation felt that the character personified the benefits of a healthy body, and that young teenagers could relate to Croft.<ref>{{cite press release |title=Lara Croft Selected as Spokesmodel for the Skin Cancer Awareness Foundation |url=http://www.gamespot.com/pc/action/tombraidervii/news.html?sid=6148964 |publisher=GameSpot |date=4 May 2006 |access-date=8 March 2010 |url-status=dead |archive-url=https://web.archive.org/web/20070912084221/http://www.gamespot.com/pc/action/tombraidervii/news.html?sid=6148964 |archive-date=12 September 2007}}</ref>

Lara Croft's likeness has been a model for merchandise. The first action figures were produced by [[Marvel Toys|Toy Biz]], based on the video game version of the character.<ref name="GS-History"/><ref name="PSM-4-Feature"/> [[Playmates Toys]] released a series of action figures that depict Croft in different outfits and accessories from the video games, later producing figures modelled after Jolie for ''Lara Croft: Tomb Raider''.<ref name="GS-History"/><ref name="SB-274"/><ref>{{cite magazine |magazine=[[PlayStation: The Official Magazine|PlayStation Magazine]] |author=Staff |title=Monitor: In Related News |page=17 |publisher=[[Future Publishing]] |date=May 2001 |issue=45}}</ref> Graphic designer Marc Klinnert of Studio OXMOX released {{frac|6}}-[[scale model]] kits of the character, and later built a full-scale version.<ref>{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=With A Paintbrush and Pistol! |pages=[https://archive.org/details/laracroftartofvi00mark/page/36 36–40] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/36}}</ref> ''Arcade: The Videogame Magazine'' and ''PlayStation Magazine'' promoted life-size Croft statues as contest prizes.<ref name="Arcade-1"/><ref>{{cite magazine |magazine=[[PlayStation: The Official Magazine|PlayStation Magazine]] |publisher=[[US Imagine Publishing]] |author=Staff |title=The Big Contest: Lara Croft Mannequin |page=92 |issue=116 |date=November 2006}}</ref> Spurred by a rumour that Eidos provided Lara Croft autographs, fans wrote to the company to obtain them. The quantity prompted Eidos to quickly produce autographed cards to meet demand.<ref name="VirtSed-Spirits"/> ''Tomb Raider: Underworld'' [[Theme (computing)|themes]] and [[Wallpaper (computing)|wallpapers]] featuring the character were released for the PlayStation 3.<ref>{{cite magazine |magazine=[[PlayStation: The Official Magazine]] |title=PlayStation Network: Get Free Stuff |page=87 |publisher=[[Future Publishing]] |author=Staff |date=April 2009 |issue=18}}</ref> [[Xbox Live Marketplace]] released [[Avatar (Xbox)|Xbox 360 avatars]] in conjunction with ''Lara Croft and the Guardian of Light''.<ref>{{cite web |url=http://www.joystiq.com/2010/07/24/lara-croft-avatar-items-and-premium-theme-coming-to-marketplace/ |title=Lara Croft Avatar items and premium theme coming to Marketplace |publisher=Joystiq |first=Griffin |last=McElroy |date=24 July 2010 |access-date=26 January 2011 |url-status=live |archive-url=https://web.archive.org/web/20110310062208/http://www.joystiq.com/2010/07/24/lara-croft-avatar-items-and-premium-theme-coming-to-marketplace/ |archive-date=10 March 2011}}</ref> Eidos released a brand of Lara Croft apparel and accessories, marketed under the label "LARA". The line included wallets, watches, bathrobes, and [[Zippo]] lighters.<ref>{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=Goodies |page=[https://archive.org/details/laracroftartofvi00mark/page/41 41] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/41}}</ref> Other third-party apparel are hiking boots, backpacks, leather jackets, and thermoses.<ref name="GS-History"/> Croft's likeness has also appeared on French postage stamps, PlayStation memory cards, and [[trading card]]s as part of a [[collectible card game]].<ref name="GS-History"/><ref name="IGNhistory"/><ref>{{cite web |url=http://www.gamespot.com/news/2465319.html |title=Memory Cards With Personality |first=Mike |last=Hamlett |website=GameSpot |date=27 October 1998 |access-date=8 March 2010}}</ref><ref>{{cite web |url=http://www.gamespot.com/news/6139969.html |title=France puts game icons on stamps |first=Tim |last=Surette |website=GameSpot |date=16 November 2005 |access-date=8 March 2010}}</ref> In October 1997, Eidos held an [[art exhibition]] titled "Lara Goes Art" in [[Hamburg]], Germany to promote ''Tomb Raider II''. The exhibit featured selected artwork of the character submitted by artists and fans. Pieces included oil and airbrushed paintings, [[photo comics]], and Klinnert's model; SZM Studios provided the [[Computer-generated imagery|computer-generated footage]] it had created for Die Ärzte's music video and the ''Brigitte'' magazine television commercial.<ref>{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=Lara Goes Art |pages=[https://archive.org/details/laracroftartofvi00mark/page/36 36–40] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/36}}</ref><ref>{{cite book |title=Lara Croft: The Art of Virtual Seduction |first=Mark |last=Cohen |publisher=[[Crown Publishing Group|Prima Publishing]] |isbn=978-0-7615-2696-4 |date=24 April 2000 |chapter=Smooth Moves |pages=[https://archive.org/details/laracroftartofvi00mark/page/78 78–80] |chapter-url=https://archive.org/details/laracroftartofvi00mark/page/78}}</ref>

=== Promotional models ===
{{Multiple image
| align = right
| caption_align = center
| image1 = JillDeJong.jpg
| alt1 = A full-body picture of a dark-haired woman dressed in a black, sleeveless shirt and brown, camouflage shorts holding a silver gun.
| caption1 = [[Jill de Jong]]
| width1 = 100
| image2 = Karima Adebibe as Lara Croft - Games Convention 2007.jpg
| alt2 = A half-body picture of a brunette woman dressed in a light blue, sleeveless shirt holding a stack of papers.
| caption2 = [[Karima Adebibe]]
| width2 = 149
| image3 = Alison Carroll 6.jpg
| alt3 = A close-up picture of a brunette woman dressed in a brown and black, sleeveless sports shirt.
| caption3 = [[Alison Carroll]]
| width3 = 195
| footer = Many models have portrayed Lara Croft for promotional appearances, earning the character a Guinness World Record for the "most official real-life stand-ins".<ref name="GWR08"/>
}}

Eidos hired several models to portray Lara Croft at publicity events, promotions, trade shows, and photo shoots.<ref name="IGNhistory"/><ref name="IGN-Models">{{cite web |url=http://stars.ign.com/articles/906/906093p1.html |title=The Many Looks of Lara Croft – Live Action |website=IGN |last=Schedeen |first=Jesse |date=28 August 2008 |access-date=23 July 2009 |url-status=live |archive-url=https://web.archive.org/web/20100106180424/http://stars.ign.com/articles/906/906093p1.html |archive-date=6 January 2010}}</ref> Initially Eidos employed four models to dress as Lara for a photo call at a trade event, but after witnessing the unusually large crowd the models drew, they decided to expand the concept by casting a single official Lara who would role-play the character.<ref name=NGen36>{{cite magazine |title=The Most Popular Woman in the World! |magazine=[[Next Generation (magazine)|Next Generation]]|issue=36|publisher=[[Imagine Media]] |date=December 1997|pages=9–13}}</ref> Nathalie Cook was the first model to assume the role individually, portraying the character from 1996 to 1997. Cook was followed by British actress [[Rhona Mitra]] from 1997 to 1998. Eidos then updated the Croft costume to match its video game depiction.<ref name="IGN-Models"/> Core Design said they restricted Mitra's dialogue as the character, only allowing her to answer questions in-character if Core had reviewed the questions ahead of time and scripted answers.<ref name=NGen36/> French model [[Vanessa Demouy]] succeeded Mitra for a brief time until fashion model [[Nell McAndrew]] took over the role at the 1998 [[Electronic Entertainment Expo]].<ref name="GS-History"/> McAndrew portrayed Croft from 1998 until 1999, when Eidos fired her for posing in ''[[Playboy]]'', which used the character and ''Tomb Raider'' franchise to promote the McAndrew's issue without Eidos's approval.<ref name="IGN-Models"/> Core Design was granted an [[injunction]] against the magazine to protect the character's image; ''Playboy'' was ordered to place stickers on the cover of the issue to conceal the reference to ''Tomb Raider''.<ref>{{cite web |url=http://www.gamespot.com/news/2566059.html |title=Ex-Lara Croft Model Gets the Sticker |first=Micheal |last=Mullen |website=GameSpot |date=14 July 1999 |access-date=8 March 2010}}</ref> Eidos later donated McAndrew's Tomb Raider costume to a [[UNICEF]] charity auction.<ref>{{cite magazine |magazine=[[Game Informer]] |publisher=GameStop |author=Staff |title=GI News: The Good, The Bad, The Ugly |page=26 |issue=110 |date=June 2002}}</ref>

Lara Weller followed McAndrew from 1999 to 2000. Subsequent models were Lucy Clarkson from 2000 to 2002 and [[Jill de Jong]], who wore a costume based on Lara Croft's new appearance in ''Angel of Darkness'' from 2002 to 2004. [[Karima Adebibe]] became the model from 2006 to 2008, and wore a costume based on the updated version of Croft in ''Legend''.<ref name="IGN-Models"/> She was the first model Eidos allowed to portray Lara Croft outside posing for photography. To prepare for the role, Adebibe trained in areas the character was expected to excel in like combat, motorcycling, elocution, and conduct.<ref>{{cite news |url=http://news.bbc.co.uk/2/hi/technology/4907224.stm |date=15 May 2006 |title=Being Lara Croft |first=Phil |last=Elliott |publisher=BBC News |work=[[BBC Radio 5 Live]] |access-date=9 March 2010 |url-status=live |archive-url=https://web.archive.org/web/20100608031025/http://news.bbc.co.uk/2/hi/technology/4907224.stm |archive-date=8 June 2010}}</ref> Gymnast [[Alison Carroll]] succeeded Adebibe in 2008 and featured apparel based on the character's appearance in ''Underworld''.<ref name="IGN-Models"/> Similar to Adebibe, Carroll received special training—[[Special Air Service]] (SAS) survival, weapons, and archaeology—to fill the role.<ref>{{cite news |url=https://www.telegraph.co.uk/news/uknews/2541270/New-Lara-Croft-unveiled-for-latest-Tomb-Raider-video-game.html |title=New Lara Croft unveiled for latest Tomb Raider video game |first=Anita |last=Singh |date=11 August 2008 |newspaper=[[The Daily Telegraph]] |access-date=10 March 2010 |url-status=live |archive-url=https://web.archive.org/web/20080913121221/http://www.telegraph.co.uk/news/uknews/2541270/New-Lara-Croft-unveiled-for-latest-Tomb-Raider-video-game.html |archive-date=13 September 2008}}</ref> Crystal Dynamics discontinued the use of models as part of the franchise's second reboot.<ref name="GI-213"/> The number of models prompted ''[[Guinness World Records]]'' to award the character an official record for the "most official real life stand-ins" in 2008.<ref name="GWR08"/>