Barbie partners with LeBron James to launch Ken doll for a new generation

In a groundbreaking move that fuses sports, philanthropy, and culture, Mattel, Inc. (NASDAQ: MAT) has revealed plans to introduce a Ken doll inspired by the iconic basketball superstar, author, activist, and philanthropist LeBron James. This initiative, conducted in partnership with the LeBron James Family Foundation, marks a historic first as it pays homage to a professional athlete. The LeBron James Ken doll is poised to not only celebrate the sports legend’s influence but also inspire a new generation with a powerful message of limitless potential.

The announcement comes in the wake of the overwhelming success of “Barbie the Movie,” which has remarkably redefined the brand’s universe, pulling adult collectors into its vibrant fold. With Ken’s 65th anniversary on the horizon in 2026, Mattel aims to celebrate noteworthy “Kenbassadors,” who, like LeBron, are making positive contributions to society.

“Ken is Barbie’s longtime best friend and supporter,” shared Krista Berger, Senior Vice President of Barbie and Global Head of Dolls, Mattel. “We are excited to bring fans a new presentation of Ken that celebrates LeBron as a role model, his icon status, lasting impact on culture, and dedication to setting a positive example for the next generation to reach their limitless potential.”

For James, the collaboration holds deep personal significance. “As a young kid, I was fortunate to have role models who not only inspired me but also showed me what’s possible through hard work and dedication,” he remarked. “Now, as an adult, I understand how vital it is for young people to have positive figures to look up to.” The introduction of the LeBron James Ken doll serves as a tribute not just to his prowess on the court but also to his role as a cultural trendsetter and a guide for aspiring youth.

The doll itself is a striking reflection of LeBron’s effortless style and stature, standing an inch taller than a standard Ken. Each detail, from the custom varsity jacket over a “We Are Family” t-shirt to signature Nike sneakers and Beats headphones, resonates with James’ persona. The varsity jacket is adorned with various patches commemorating significant milestones in his life, including a tribute to his hometown of Ohio and his iconic jersey number, 23.

Moreover, the partnership with the LeBron James Family Foundation reinforces Mattel’s commitment to community upliftment. The foundation, founded by James, aims to provide essential resources to families in Akron, Ohio, focusing on education, housing, healthcare, and job training. As part of this collaboration, Mattel has pledged to donate to the foundation, working alongside it to ignite the potential of children and craft lasting changes in their communities.

Michele Campbell, Executive Director of the LeBron James Family Foundation, expressed her enthusiasm: “For us and the families we serve, this is so much more than a doll. It represents the reality that a kid from anywhere can make a difference. We are incredibly honoured to partner with Barbie to continue inspiring the next generation.”

Emphasising the importance of early childhood literacy, Mattel will also donate a copy of James’ children’s book, “I Am More Than,” to Save the Children for each Barbie Signature LeBron James Kenbassador doll sold between April 14 and 19, 2025, up to 5,000 copies. This initiative is a continuation of Mattel’s two-decade partnership with Save the Children, highlighting a shared mission to provide children with healthy beginnings, educational opportunities, and protection from harm.

Fans eager to get their hands on this unique doll will find a limited batch available at the UNDEFEATED store on La Brea in Los Angeles on Saturday, April 12th, including a select number signed by LeBron James himself. The official release is set for April 14th, introducing a new wave of creativity and inspiration to collectors and fans alike.

The Barbie Signature LeBron James Kenbassadors doll will be available in April at select retailers and online (Limited Edition) for an SRP of R1 969.99.