I would say Mario, as he's the representation of video games, and if my memory does not fail (and wikipedia isn't wrong) the star of the largest video game franchise ever. Unless you live IN a brick, or you're some sort of hermit (in which case I welcome you to the wonderful world called "Internet") at some point you have to have seen some advertisement for a Mario game. One the other hand, Lara has the upper hand on pop culture altogether for have 2(?) non-crap movies, which is more then mario can claim. Still I'd think Mario, but I wouldn't say by a longshot.