On Thursday morning, Amazon MGM Studios released the first look at Sophie Turner as Lara Croft for its Tomb Raider TV series. The reaction online was mixed. But now the official X account for the video game retailer GameStop has offered a blunt assessment: “This is not Lara Croft.”
This is not Lara Croft https://t.co/pEs909qo0k
— GameStop (@gamestop) January 15, 2026
Outlets like The Wrap called the post “peculiar” and suggested users were trying to discern what GameStop meant by its criticism. However, the implication is clear—many within the gaming community are not convinced that Turner has the right look to play Lara Croft and GameStop isn’t afraid to say what they’re already thinking.
Fans Push Back on Amazon’s Lara Croft
GameStop isn’t alone in rejecting this take on the iconic video game heroine. Mark Kern, the former Blizzard developer known on X as Grummz, was among the first to react to Amazon’s post, simply writing, “Oh no.”
Oh no…. https://t.co/j17YtdDPoE
— Grummz (@Grummz) January 15, 2026
In the image released by Amazon, Turner sported the traditional teal top, amber sunglasses, and dual pistols. That said, many argued that she lacked Croft’s athletic physique and signature curves. YouTuber The Critical Drinker said in a post, “They’ve definitely got the outfit down, so props for that one at least. But all I’m seeing is some random actress cosplaying as Lara.”
Tomb Raider I-III Remastered Starring Lara Croft (2024), Aspyr, Crystal Dynamics
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What makes the criticism from GameStop different is that it’s not just coming from an individual user, but a corporate account—and one with a history.
Why GameStop’s Opinion Matters
While the video game retailer is currently struggling, with plans to close hundreds of stores across the U.S., the GameStop brand still carries weight. Much like Lara Croft, for many gamers there’s a sense of nostalgia surrounding GameStop that goes back to the era of midnight launches, physical boxes, and a shared subculture. The emotions some people feel for GameStop give it an authority that can’t be shared by journalists, influencers, or even other brands.
President Trump shakes hands with Master Chief from Halo – X, @GameStop
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The Croft controversy isn’t the first time the GameStop X account has weighed in on cultural trends. Last October, when PlayStation announced that the previously Xbox-exclusive Halo was coming to the console, GameStop posted a tongue-in-cheek message thanking President Trump for bringing an end to the console wars. The post went viral with users across the political divide sharing jokes and memes to commemorate the event.
GameStop is a company with little to lose and can pursue online engagement even if its takes are taboo.
What It Really Means
For many, Tomb Raider isn’t just another franchise property to be mined, and Lara Croft isn’t simply another character, but a symbol of her era. Turner’s success or failure in the role will depend on her performance and the material she is given—not on the costume or online opinion.
Tomb Raider I-III Remastered Starring Lara Croft (2024), Aspyr, Crystal Dynamics
What makes this interesting is that it expresses the tension between legacy gaming culture and modern franchise reinvention. By publicly rejecting Amazon’s vision—not Turner herself—GameStop is positioning itself as the gatekeeper of what is authentic and what is counterfeit. When many corporations go along to get along, GameStop is giving a voice to the old fans who won’t—or can’t—speak for themselves.
How do you feel about GameStop’s response to Amazon’s Lara Croft? Sound off in the comments!
