Lara Croft figures designed to catch collectors' eyes

Associated Press

Lara Croft action figures are aimed at young adults, especially those who play her video game. The line includes five different figures of Lara. Associated Press

"We decided to aim these at young adults — men and women who have played the video game," said Nancy Bassett, a marketing executive at Paramount, referring to the popular game "Tomb Raider."

"And if kids do buy the figures, they probably won't play with them. These are toys that will mostly sell to collectors."

Dave Gerardi, senior editor of Playthings magazine, a toy-industry publication, said that when the game first came out, Lara wasn't quite so curvy.

"Now she's a bombshell with a bustline increased to Playboy proportions. That makes the toys a little tricky," he said.

But despite the prevalence of female action heroes on movies and television, studio marketers say it's still a tough sell getting little boys to play with a girl doll.

The dolls also hold little appeal to young girls, Gerardi said.