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
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