San Francisco, CA - May 03, 2006 - Eidos Interactive, one of the world's leading publishers and developers of entertainment software, today announced gaming legend Lara Croft has been chosen to be the spokesmodel for the Skin Cancer Awareness Foundation of Minden, Nevada. Lara's image will be used to educate and place skin cancer awareness information in the hands of teens across the country via the Sun Smart Teen Program beginning in November of 2006. Dr. Ann F. Haas M.D., Dermatology will act as advisor and consultant for the program.
"The goal of the Sun Smart Teen Program is to bring education and awareness of the dangers of the sun and skin cancer to the youth. Skin cancer is the fastest growing cancer in the world and the most preventable. Melanoma is being diagnosed in the young populations, no longer just in the older adults. What better role model than someone who the youth can relate to, and Lara Croft is that individual. She personifies the benefits of having a healthy body. The youth today are our future tomorrow." said William H. Barth, President/CEO of the Skin Cancer Awareness Foundation.
For information: www.skincaf.org or firstname.lastname@example.org.
Lara Croft is a billion-dollar brand and pop culture icon transcending well beyond her Tomb Raider video game franchise. She is the inspiration behind music videos, comic books, amusement park attractions and endorsements for products, ranging from hot pants to energy drinks. Lara's selection as spokesmodel for the Skin Cancer Awareness Foundation adds an entire new dimension to the Tomb Raider brand.
"We are delighted that Lara has been selected to help bring awareness to teen sun care education," said Bill Gardner, President and CEO of Eidos Interactive North America. "Lara is the epitome of a positive role model for teens: she's extremely health–conscious, physically fit, independent, ecologically concerned, and intelligent. Lara fights strongly for her beliefs, and we are pleased she can do her part in supporting the cause."
The Lara Legacy:
Lara is arguably the first, and certainly the most recognizable game crossover star. In the ten years since the world first met adventuress Lara Croft, she has become a pop culture Lara icon extending well beyond her Tomb Raider video game franchise. In addition to being the face that sold more than 28 million game units sold to date, she's been lauded in Entertainment Weekly's "It" issue of 100 most creative entertainment elite, Time Magazine's most influential figures of the 20th century and as the only virtual celebrity figure featured in Details' Sexiest Women of the Year. With two movie spin-offs and 200+ magazine covers, the digital diva was honored with a star at the Walk of Game in San Francisco, California in March 2006. And most recently, Lara was awarded the Guinness World Record as the 'Most Successful Human Videogame Heroine.'
Lara's most recent video game adventure, Lara Croft Tomb Raider: Legend, hit retail stores nationwide on April 11 for the PlayStation2 computer entertainment system, the Xbox 360 and Xbox video game and entertainment systems from Microsoft, and the PC. Lara Croft Tomb Raider: Legend will be available on the PSP (PlayStationPortable) system, the Nintendo GameCube, Nintendo DS and the Game Boy Advance later this year.
Lara Croft Tomb Raider: Legend is published by Eidos Interactive and presents Lara in the finest fidelity to date. A revamped control system provides intuitive and fluid character movement, while a compelling storyline and vast environments lure players into an unrivalled adventure experience. More details are available at www.tombraider.com.
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