Barbie’s got game. In a slam-dunk move that bridges sports, culture, and collectibles, Mattel has unveiled its newest (and first-ever!) “Kenbassador”—basketball icon and all-around GOAT LeBron James. Yes, King James now has his very own Barbie doll.
In partnership with the LeBron James Family Foundation, Mattel is launching the Barbie Signature LeBron James Kenbassador doll, marking the first time a professional athlete has been immortalized as a Ken doll. The move comes as Barbie continues its post-Barbie the Movie glow-up, shifting the lens from just dolls to cultural icons—Ken included.
“Ken is Barbie’s longtime best friend and supporter,” said Krista Berger, SVP and Global Head of Dolls at 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.”
James added, “This is an honor. It’s an opportunity to recognize the powerful impact of role models who instill confidence, inspire dreams, and show kids they, too, can achieve greatness.”
Doll Details: King Ken Comes Correct
LeBron worked closely with Mattel to customize every detail of the doll—from the larger-than-Ken scale (yes, he’s taller) to the drip:
- Varsity jacket adorned with patches honoring Ohio, #23, and “We Are Family”
- Custom Nike Terminator High sneakers
- Beats headphones, watch, sunglasses, fanny pack
- And, of course, the iconic “I Promise” band
The doll arrives in custom, oversized packaging and retails for $75. It drops officially on April 14 at midnight ET on Target.com, Walmart, Amazon, and Mattel Creations.
An Exclusive Drop and a Powerful Purpose
To celebrate the release, an exclusive drop will take place at UNDEFEATED on La Brea in Los Angeles on April 12, including a limited number of signed dolls. Doors open at 11:00 AM PT.
Even better? For every doll sold at Target between April 14–19, Mattel will donate a copy of LeBron’s children’s book, I Am More Than, to Save the Children (up to 5,000 copies).
“This is so much more than a doll,” said Michele Campbell, Executive Director of the LeBron James Family Foundation. “It represents the reality that a kid from anywhere can make a difference.”
The launch also continues Barbie’s larger campaign (yes, that Khia-remixed anthem by Chika), reinforcing the brand’s push for empowerment, body confidence, and cultural relevance.
So yes, the Ken era is officially in. And LeBron just took Barbie to another level. Get ready, collectors—and kids. King Ken drops April 14.
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