Lara Croft is definitely incredibly iconic and is still popular today, but I think it's not too much of an exaggeration to say she's past her current peak in popularity.
In the late '90s, Lara was in an elite sect of video game characters like Mario, Sonic, and Pac-Man. She had completely transcended the medium to become a general pop culture phenomenon that everyone recognized. She was the type of character that someone's aunt who has never touched a video game system in her life would know. In an early episode of King of the Hill, a prime-time comedy on one of the United States' most popular networks, Peggy not knowing who she was a punchline to show just how out of date her understanding of youth culture to a lowest-common-denominator audience.
However, much like N Sync and Mike Myers, Lara Croft and Tomb Raider ran into trouble throughout the early 2000s that quickly dimmed what was once a bright star. General franchise fatigue, combined with the erosion of goodwill amongst the hardcore fanbase due to the mediocre Chronicles and outright bad Angel of Darkness, saw a rapid decline in sales and a decrease in brand recognition.
Obviously, the franchise has rebounded with the Legend and Reboot trilogies. Likewise, people still care about Lara Croft. Otherwise, people wouldn't have thrown a massive fit when the Reboot trilogy tried to recharacterize her. However, she's closer to a Mega Man or Snake than a Mario nowadays; someone that most people who play video games know and who has transcended the medium to an extent but has failed to become hyper-recognizable to a general audience.