GameStop faces online backlash for seemingly criticizing Amazon's Tomb Raider TV series. The retailer questioned Sophie Turner's suitability for the role of Lara Croft, leading to widespread mockery from social media users who began bashing GameStop for weighing in on the casting at all.
After two years of development difficulties, Amazon confirmed that it was continuing with its live-action Tomb Raider TV series in September 2025, with Game of Thrones star Sophie Turner in the lead role. In mid-January 2026, Amazon MGM Studios shared the first look at Turner as Lara Croft, with the 29-year-old actress in the iconic teal top associated with the character.
PSA: You can already unlock one of Lara Croft's most popular outfits for Tomb Raider: Legacy of Atlantis
Tomb Raider fans looking to prepare for Legacy of Atlantis, the 2026 remake of the original game, can do so by unlocking a classic Lara look early.
GameStop proclaims that Sophie Turner is not Lara Croft in a bizarre tweet
On January 15, the official GameStop Twitter account retweeted the first photo of Sophie Turner as Lara Croft, declaring, “this is not Lara Croft.” The post led to widespread backlash from social media users, with many questioning why the company chose to comment at all. “Silence, brand,” read a widely shared response from Twitter user Infinitethird, with hundreds of others echoing a similar sentiment.
Some fans responded with more pointed derision of GameStop. Twitter user CodyLeachYT, for example, shared several photos of GameStop shelves filled with cups, backpacks and Funko Pops, along with the caption: “this is not a game store.” The post, a direct riff on GameStop's original tweet, received 144,000 likes and over 6,200 retweets within 24 hours of being posted on January 16. As such, its engagement has far surpassed that of GameStop's original post, which garnered 30,000 likes and 3,200 hours in its first 4,200 retweets. CodyLeachYT's joke also sparked a wave of public responses urging GameStop to focus on staying in business rather than commenting Tomb Raider television series.
Based on GameStop's social media track record, it's possible that its “this isn't Lara Croft” comment was intended as a joke rather than serious criticism of Turner or the upcoming TV show. However, the embattled retailer did not elaborate on his controversial tweet in any way shape or form. As noted by Screen Rant, many social media users took GameStop's message at face value, and consequently speculated that the retailer was “rage-baiting.”
Tomb Raider TV show is now filming
Principal photography on live-action Tomb Raider the series officially began on Thursday, January 15. The show is filmed in London and at Shepperton Studios, located about 15 miles south-west of the British capital. Based on typical turnaround times for modern big-budget productions of this kind, the first season of the live-action series should be ready to air in 2027. No additional seasons have been ordered yet. The show will be exclusively available on Prime Video.
Besides Turner, the Tomb Raider The live-action series has so far confirmed over half a dozen other casting choices, including Sigourney Weaver as Evelyn Wallis and Martin Bobb-Semple as Zip. Jason Isaacs will portray Lara's uncle Atlas de Mornay, while legendary Scottish actor Bill Paterson was cast as her loyal butler Winston. Amazon MGM Studios also confirmed the casting of British actor John Heffernan (Dickensian, Becoming Elizabeth) as David, an all-new character described as a jaded civil servant who will find himself embroiled in Lara's latest adventure.
The Tomb Raider the series is led by Indiana Jones and the Dial of Destiny star Phoebe Waller-Bridge, who serves as both showrunner and executive producer. The award-winning actress, screenwriter and filmmaker has previously won three Primetime Emmys and two Golden Globes, among many other awards. Turner recently praised Waller-Bridge's contribution to the show, saying her involvement in the project means everyone on board is in “very safe hands.”
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Phoebe Waller-Bridge, Chad Hodge
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Phoebe Waller-Bridge
