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In the late 90s, when Tomb Raider was at the height of its power on PSone, Lucozade snapped up Lara Croft for one of the most famous video game-related TV ads of all time.
Now, Lucozade has once again snapped up Lara Croft, this time to coincide with the release of the upcoming Tomb Raider movie.
The 1999 Tomb Raider Lucozade advert saw Lara Croft get the better of a pack of wolves. Ol' Lara blows the wolves a kiss before leaping off a ledge. The wolves jump after her - to their doom - while Lara grabs a conveniently placed and hand-sized rock handle. Take that, wolves!
Barbie has been an astronaut, a vet, even a mermaid. Now, she's a Tomb Raider.
Doll maker Mattel has unveiled Tomb Raider Barbie (thanks, IGN), which is less a new look for Barbie herself and more just an action figure of Alicia Vikander, who portrays Lara Croft in next month's film.
(There are a range of Barbie dolls which aren't actually Barbie herself, something which I've just found out browsing Barbie.com.)