Paul Baldwin, Vice President of Marketing at Eidos Interactive said, "CAA created the concept of agency brand representation. Lara is a person as well as a brand, with her own career and aspirations. CAA's talent representation credentials are impeccable and we felt CAA brought the ultimate combination to the table to satisfy Lara's millions of fans, as well as to help introduce her to an entirely new audience."
"Lara Croft represents a dynamic personality for CAA and a groundbreaking type of client for our business," said CAA's Elie Dekel. "The fact is, Lara Croft is a star, Lara Croft is a $1 billion brand, and Lara Croft is recognized by 95% of males between the ages of 12-25(a). She's a pop culture icon of the highest caliber."
The most popular computer and console video game series of all time, Eidos has sold more than 28 million units of the Tomb Raider adventures since Lara Croft debuted in 1996. Why wait so long? "I've been busy," she says. "Traveling around the world and exploring ruins no one has seen in hundreds of years doesn't exactly leave me time to make public appearances. However, my mates from Core and Eidos have convinced me to take some well-deserved time off. It's a great opportunity to explore uncharted territory in my career. Every adventure needs a guide and I think the blokes over at CAA are the perfect choice for this one."
CAA's first job will be to line up partnerships and projects timed for the release of "The Angel of Darkness." The agency will look at opportunities in action sports and apparel, consumer product tie-ins, publishing, and series development.
To launch her new adventure, Ms. Croft makes her public debut at the upcoming Electronic Entertainment Expo (E3) in Los Angeles this week. She will continue to make appearances in print, film, and television.