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Lara Croft New Spokesmodel for Skin Cancer Awareness

Not that she gets out in the real sun much, but 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, starting in November of 2006.

Her curves have been exposed plenty to many gamers worldwide in her series of videogames from Eidos Interactive, one of the world's leading publishers and developers of entertainment software. Lara Croft is a billion-dollar brand and pop culture icon transcending well beyond her TOMB RAIDER videogame franchise. She is the inspiration behind music videos, comicbooks, amusement park attractions and endorsements for products, ranging from hot pants to energy drinks.

"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," said William H. Barth, president/ceo of the Skin Cancer Awareness Foundation. "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,"

Dr. Ann F. Haas M.D., Dermatology will act as advisor and consultant for the program. For information check out www.skincaf.org or info@skincaf.org.

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/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."

Lara is arguably the first, and certainly the most recognizable game crossover star. 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 was 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 in March 2006. Lara was recently awarded the Guinness World Record as the "Most Successful Human Videogame Heroine."

Lara's most recent videogame adventure, LARA CROFT TOMB RAIDER: LEGEND, hit retail stores nationwide on April 11 for PlayStation2, Xbox360 and Xbox as well as the PC. LARA CROFT TOMB RAIDER: LEGEND will be available on the PSP, Nintendo GameCube, Nintendo DS and the Game Boy Advance later this year. More game details are available at www.tombraider.com.

Eidos Interactive (www.eidos.com) is part of SCi Ent. Group Plc (SEG), one of the world's leading publishers and developers of entertainment software. Following the acquisition of Eidos Plc. in May 2005, the group has a valuable combined portfolio of intellectual properties including: TOMB RAIDER: LEGEND, CONFLICT: GLOBAL STORM, HITMAN: BLOOD MONEY, CHAMPIONSHIP MANAGER, JUST CAUSE, BATTLESTATIONS: MIDWAY, URBAN CHAOS: RIOT RESPONSE and the interactive rights to RESERVOIR DOGS and HIGHLANDER.

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