Mattel launches new LeBron James Ken doll as part of its Kenbassador campaign

Mattel launched a LeBron James Ken doll—and yes, he is an inch taller than any other Ken sold before. 

The Lakers legend is the first “Kenbassador” of Mattel’s Barbie Signature Kenbassadors Collection, a campaign recognising men making a positive influence ahead of the Ken doll’s 65th anniversary next March (yes, Ken is a Pisces). James’ doll was announced on April 9 and will retail for $75 at Target, Amazon, Walmart, and Mattel Creations starting April 14. 

Preceding the doll’s official launch, the Undefeated store in Los Angeles will sell a limited advanced quality of the doll on April 12, some signed by LeBron James himself.

“A Kenbassador is somebody who is really inspiring the next generation and their own limitless possibilities,” Krista Berger, SVP of Barbie, and global head of dolls at Mattel, told Campaign. “They have an outsized impact on culture, on style and, more importantly, community.”

The NBA star worked “closely with the Barbie team” to design the doll and selected patches for the doll’s custom varsity jacket—which include a No. 23 representing his Lakers jersey number, an Ohio patch representing his hometown of Akron and a “We are family” patch representing the LeBron James Family Foundation. 

James’s reputation for “being a style icon is certainly represented in this doll,” Berger explained, mentioning how James also picked out the doll’s Beats headphones and Nike high-top sneakers. But James’ style and court skills are not the only qualities that make him a “fantastic fit” for Mattel’s first Kenbassador, Berger said.

“He’s of course a legendary athlete, but more than that, he is an activist, an author, a philanthropist and he has such an inspiring commitment and devotion to giving back to his community through his foundation,” Berger explained. “All those things combined make him a Kenbassador and embody those Kenbassador qualities.”

To advance the LeBron James Family Foundation’s mission to increase early childhood literacy, Mattel will donate a copy of James’ children’s book, I Am More Than, to Save the Children for each of his dolls sold at Target and Target.com between April 14 and April 19. 

The first doll of the Barbie Signature Kenbassadors Collection aims to rope in James’ fans to the Barbie-sphere, along with appealing to doll collectors—Barbie is the No. 1 brand for doll collectors, many of whom are adults.

Berger mentioned 2023’s Barbie movie, explaining how “it recontextualised the Barbie universe for a whole new generation, and for some, maybe redefined who and what Ken was.” Barbie—which had a global movie theatre audience of 66% women—emphasised having diverse role models for young women. Mattel is extending this sentiment further with this first-of-its-kind Ken collection.

“He’s always been Barbie’s best friend and biggest supporter, and Kenbassadors are people who are devoted to creating a better world for all,” Berger said. “That's how we really think about the brand —as being a very inclusive space for everyone—and our ambassadors are role models in making that effort.”