<P> In late 2010, Square Enix announced a franchise reboot titled Tomb Raider; the new Lara Croft would be a darker, grittier reimagining of the character . In examining the character, Crystal Dynamics concluded that Croft's largest failing was her "Teflon coating", and that it needed a more human version that players would care about . The studio sought a new voice actress, trialling dozens of relatively unknown performers . The second reboot focuses on the origin of the character, and as a result, changes the previous back story . Staff opted to first work on the character's biography rather than cosmetic aspects . Crystal Dynamics sought to avoid the embellished physique of past renditions and pushed for realistic proportions . In redesigning the character's appearance, the designers began with simple concepts and added features that it felt made Lara Croft iconic: a ponytail, "M - shaped" lips, and the spatial relationship between her eyes, mouth, and nose . The company also changed the character's wardrobe, focusing on what it believed was more functional and practical . In designing the outfits, staff aimed to create a look that was "relevant" and "youthful", but not too "trendy" or "hip". To gauge the redesign, Crystal Dynamics conducted eye tracking studies on subjects who viewed the new version and previous ones . </P> <P> Similar to Underworld, the new Tomb Raider features motion capture - based animation . In an effort to present realism and emotion in the character, Crystal Dynamics captured face and voice performances to accompany the body performances . The company plans to revamp Croft's in - game combat abilities . Crystal Dynamics aims to make the "combat fresh to the franchise, competitive amongst (similar games), and relevant to the story ." Among the changes is the implementation of a free aiming system . The studio reasoned that such a system would cause players to be more invested in the action by fostering a "raw, brutal, and desperate" style . Global brand director Karl Stewart stated that such desperation relates to the updated character's inexperience with violence . He further commented that Lara Croft is thrust into a situation where she is forced to kill, which will be a traumatic and defining moment for her . </P> <P> Eidos's German branch and the KMF agency handled marketing for Lara Croft . Eidos marketing manager David Burton oversaw marketing efforts, which attempted to portray the character as attractive and pleasant . However, interaction with the press, especially those in Europe, resulted in less clothing depicted in promotional images . Concerned with diluting Croft's personality, Eidos avoided products it felt did not fit the character . Ian Livingstone, Eidos's product acquisition director, commented that the company declines most merchandising proposals . He stated that Eidos primarily focused on game development and viewed such promotion outside video games as exposure for the character . Following Square Enix's acquisition, Eidos's marketing duties were transferred to the Square Enix Europe subsidiary . As part of the second reboot, Crystal Dynamics planned to align all products, promotions, and media ventures with its new version of the character . </P> <P> Lara Croft has appeared on the cover of multiple video game magazines . The character has also been featured on the cover of non-video game publications such as British style magazine The Face, American news magazines Time and Newsweek, German magazine Focus, and the front page of British newspaper the Financial Times . Eidos licensed the character for third party advertisements, including television ads for Visa, Lucozade drinks, G4 TV, Brigitte magazine, and SEAT cars . Retro Gamer staff attributes Croft's "iconic" status in part to the Lucozade commercials, calling them one of the most memorable advertisements to use video game elements . Picture advertisements appeared on the sides of double - decker buses and walls of subway stations . Irish rock band U2 commissioned custom renders for video footage displayed on stage in its 1997 PopMart tour . German punk band Die Ärzte's 1998 music video for "Men are pigs" (German: "Männer sind Schweine") also features Croft . Music groups have dedicated songs to the character, culminating in the release of the album A Tribute to Lara Croft . Bands and artists including Depeche Mode, Moby, Faith No More, Jimi Tenor, and Apollo 440 donated their songs for the album . In conjunction with the release of the 2001 film adaptation, Eidos licensed Lara Croft free - of - charge to the Gordonstoun boarding school for a commercial . The school approached Eidos about use of the character . Eidos allowed the one - time licence due to Core Design's inclusion of Gordonstoun in Croft's fictional biography without the school's permission . Near the end of 2006, Lara Croft became the spokesmodel for the Skin Cancer Awareness Foundation of Minden, Nevada as part of its Sun Smart Teen Program . The foundation felt that the character personified the benefits of a healthy body, and that young teenagers could relate to Croft . </P>

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