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Pokemon star Pikachu is more famous with Britain's young adults than Tony Blair.

The PM was recognised by 91 per cent of the nation's 16-21 year olds in a survey by e-tailer Amazon. But he played second fiddle to Pikachu (named by 93 per cent of kids) and Super Mario (96 per cent).

And Blair fared better than his cabinet buddies. Less than a quarter of the survey's respondents recognised a picture of Gordon Brown, Chancellor of the Exchequer, and just 33 per cent named speedmerchant Jack Straw, Home Secretary.

Meanwhile, Ulster Secretary Peter Mandelson came off the loser to Donkey Kong. The 1980s' cuddly funster (Donkey Kong) was the least recognisable video games character in the survey, but was still named by 67 per cent of the 16-21 year olds. Mandy commanded a meagre 18 per cent.

Lara Croft, Tomb Raider cyber pin-up, was identified by 80 per cent.

"The survey findings show just how relevant video games are to the majority of UK teenagers," said Adam Joinson, an Open University psychologist.

"They also demonstrate how new technology is blurring our notions of celebrity and fame. Games characters are now icons in their own right," he said. ®

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