Gaming News - May 2006

San Francisco, CA (May 4, 2006) - Eidos Interactive today announced that Lara Croft has been chosen to be the spokesmodel for the Skin Cancer Awareness Foundation of Minden, Nevada.

From Eidos:

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.

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."