Tomb Raider star in clothing first

Not content with scaling mountains and shooting dragons, cyber-babe

Lara Croft, star of the best-selling computer game, Tomb Raider, is now

launching her own fashion range, Lara.

The character will feature in two merchandising lines. Larais a range of

club and streetwear including fleece jackets, diverse watches and

backpacks, branded with the Lara logo.

A second range of merchandise, currently dubbed Diffusion, is linked

more closely to the game and features the heroine on everything from

T-shirts to towels.

The range follows a deal with the game’s publisher and developer Eidos

and Core Design, with US surfwear company, Animal.

The ranges launch in November and will be marketed via a mini mail order

catalogue included in the latest game, Tomb Raider III.

They will also be available to buy from the company’s web site.

The items will be advertised in specialist and lifestyle press such as

Loaded and Ministry during November and December.

Despite offers from a wealth of companies, Eidos in the UK has kept its

Lara merchandise to a minimum, with items only available through

promotions.

In the US, merchandise has included T-shirts and a Lara doll.

’We have been cautious because we wanted to protect the licence. We are

also taking this new range slowly, but if it proves successful we are

seriously thinking about making it available through retail,’ said

Oliver Smets, merchandising manager at Eidos.

This article was first published on Marketing