GameStop is facing online backlash for seemingly criticizing Amazon's Tomb Raider TV series. The retailer questioned Sophie Turner’s suitability for the role of Lara Croft, prompting widespread mockery from social media users who began dunking on GameStop for weighing in on the casting at all.

After two years of development difficulties, Amazon confirmed it was proceeding with its live-action Tomb Raider TV series in September 2025, with Game of Thrones star Sophie Turner in the leading role. In mid-January 2026, Amazon MGM Studios shared the first look at Turner as Lara Croft, featuring 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.

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By Richard Warren

GameStop Proclaims Sophie Turner Is Not Lara Croft In 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 prompted widespread backlash from social media users, with many questioning why the company chose to comment at all. "Silence, brand" reads one highly shared response from Twitter user Infinitethird, with hundreds of others echoing a similar sentiment.

Some fans responded with more pointed mockery of GameStop. Twitter user CodyLeachYT, for instance, shared several photos of GameStop shelves filled with cups, backpacks, and Funko Pops, alongside the caption: "this is not a gaming store." The post, a direct riff on GameStop’s original tweet, garnered 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 amassed 30,000 likes and 3,200 retweets in its first 48 hours. CodyLeachYT's joke also sparked a wave of public responses urging GameStop to focus on staying in business rather than commenting on the Tomb Raider television series.

Based on GameStop's social media track record, it's possible that its "this is not Lara Croft" remark was intended as a joke rather than serious criticism of Turner or the upcoming TV show. However, the embattled retailer did not elaborate on its controversial tweet in any shape or form. As noted by Screen Rant, plenty of social media users took GameStop's message at face value, consequently speculating that the retailer was "rage-baiting."

Tomb Raider TV Show Is Now Filming

Principal photography on the live-action Tomb Raider series officially began on Thursday, January 15. The show is being filmed in London and at Shepperton Studios, located about 15 miles southwest of the UK capital. Based on typical turnaround times for modern big-budget productions of this sort, the first season of the live-action series should be ready to air by 2027. No additional seasons have been ordered yet. The show will be exclusively available on Prime Video.

tomb raider tv series lara croft sophie turner

Apart from Turner, the Tomb Raider 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 legandary Scottish actor Bill Paterson was cast as her loyal butler Winston. Amazon MGM Studios also confirmed casting British actor John Heffernan (Dickensian, Becoming Elizabeth) as David, a brand-new character described as a jaded government official who will end up entangled in Lara's latest adventure.

The Tomb Raider series is led by Indiana Jones and the Dial of Destiny star Phoebe Waller-Bridge, who serves as both its showrunner and executive producer. The award-winning actress, screenwriter, and filmmaker has previously earned three Primetime Emmys and two Golden Globes, among numerous other accolades. Turner recently praised Waller-Bridge's contributions to the show, saying that her involvement in the project means everyone on board is in "very safe hands."

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